Google launches ‘enhanced campaigns’ for Adwords
The changes will help advertisers target ads across multiple platforms and help one of Google’s major advertising platforms to cater better to the needs of brands.
“We’re updating Adwords to work better in a multi-screen world,” said AdWords specialist Kate Conroy.
“When it was created over a decade ago most people didn’t have a laptop let alone two smartphones, a tablet, computer, and so on.”
The changes will allow advertisers to manage their bids across devices, locations and time.
“It’s not just a smartphone, laptop and tablet that people will have access to in the future. Whether that is smart-TVs, wearable computing or all of these kind of blended computers,” she said.
“Adwords needs to work with all of the platforms.”
Google will simplify the process for creating ads across platforms and avoid current processes which require users of AdWords to create separate campaigns for mobile, desktop and other platforms.
“Offering a different user experience based on whether someone is out of home or in home is difficult and time consuming right now with Adwords, but soon it will be a lot easier,” said Conroy.
The company will allow greater flexibility on the bid process for Adwords which allowed advertisers to create the ads in the sponsored links section of Google and allows them to bid and determine which ads appear in the search based on the price paid.
“Now they’ll be able to say I want to bid up 20% in Sydney or down 20% in Melbourne,” she said.
A spokesman for Google said the timing of the changes were not in anyway related to yesterday’s High Court decision which saw the company win against the Australian Competition and Consumer Commission.
The ACCC had argued some ads on the AdWords platform were misleading because they represented commercial links between companies that were not linked.
“(The launch) is completely unrelated and just a coincidence,” said spokesman Henning Dorstewitz.
“We were planning the roll out of this campaign for weeks.”