Consumer behavior is evolving as customers become more comfortable with the Internet. Smart SEO managers are adapting their content to meet these changing market dynamics.
Google’s AdWords is also changing and adapting to customer needs. Hopefully, these changes will be useful in the long run for both users and marketers. Known as Enhanced Campaigns, these changes mark Google’s efforts to bring more users into contact with websites that meet their needs.
The new Google Group, marked by hashtag #enhancedcampaigns, that carries a continuing conversation of Google’s changes in this regard.
The Realities of AdWords and Marketing
Every day, people use phones, tablets and other devices to connect with those they want to meet, including businesses. This trend will not change; in fact, the user-friendliness and ubiquity of devices of all types will only continue to grow. Users can now move between devices effortlessly, and these devices are becoming a necessary part of most people’s lives.
However, users do not simply morph magically into device users. At least 90 percent of users research across multiple devices before making a purchase as they continue to familiarize themselves with the capabilities of their new technology. As they engage in this research, they learn for themselves which devices are convenient and lend themselves to certain types of searches and uses.
The Intersection of Intent and Context
Where intent and context meet is where you find users searching for information. Enhanced Campaigns uses a context-based approach to help websites reach customers across devices. The development of new ads incorporates both the intent of the user and the context in which the user searches to specifically target users.
Google AdWords allows you to bid for contexts with adjustments. The information available includes device, location and time to determine the bid adjustment. For example:
Device: +10% on phone
Location: +20% in Palo Alto
Time: +5% 7:30 PM Friday
1.39x bid
You can also improve your results with location-based optimization on your bids. When campaign performances differ by geography, location details can be used to vary bid distance.
Ads and extensions should also be selected for mobile context. The extensions, both local and general, for a mobile device are available in the “Device Preferences” box so that you can see where someone is browsing from.
Group level extensions can be even more targeted than individual extensions. Group extensions can be created for ads that allow you to schedule them for different times of the day. This can come in very handy for timed sales or new product launches.
Offer extensions can be used to drive traffic to bricks-and-mortar stores and encourage offline purchases. However, AdWords is not yet equipped to report in-store purchases as conversions, although Google has promised that it will happen eventually.
Google is also offering advanced reporting measures such as alls, digital downloads, and cross-device conversion in the future.
If you want to use Google AdWords optimally, consider the following tips:
1) Embrace the multi-device phenomenon.
2) Optimize bids for location and time.
3) Take advantage of improvements in ads and extensions.
