Adwords pulls advertisers to mobile ads

If your company is advertising via Adwords you probably regularly receive notifications to update to the new Enhanced Campaigns (until July 22). What is it and why you need it? The idea is that day by day more and more people use smartphones and more and more ad clicks are coming from smartphones. However, the value of those clicks for your business can be significantly different compared to clicks from desktop (they may be less or more valuable). For example, if you sell SaaS-service, the visitor who clicks on your ad on a smartphone can't immediately try your demo version, so the value of such click will be less. But if you're selling mobile application - these mobile clicks can bring you more buyers.

Previously, when creating Adwords campaign you could just turn off mobile devices, and then create a separate campaign for mobile. But it was difficult, and marketers were too lazy to do it. Therefore, mobile advertising was switched off and Google was losing money on it.

That is why they invented Enhanced Campaigns. They are much easier (and mobile devices can't be disabled). You can set bid adjustments for mobile devices. For example, -10%, i.e. mobile clicks will cost you 10% cheaper. After July 22 all campaigns will become Enhanced. And if you don't set the adjustments yourself - Google will do it based on the stats of other upgraded campaigns.

Besides the device-based adjustments, you can set time and location adjustments. For example, if you own a pizzeria, you'll want to increase the bids for people near your place, that are searching for "Pizza" on mobile devices between 6-7 pm.

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