SEER Blog

  • http://twitter.com/GnosisArts Gnosis Media Group

    I’m confused

  • http://www.facebook.com/bigalittlea Aaron Levy

    The short/sweet version is that essentially, Google is going remove the ability to target by device. Instead, we’ll be able to modify which ads we show to which device with rules/bid modifiers.

    They’re also killing the ability to target mobile devices alone (rude!) but in return they’re giving us some potentially nifty ways to target extensions and (i expect) some fun cross device tools soon.

    It’s gonna be an interesting few months as we all get up to speed with this.

  • http://twitter.com/GnosisArts Gnosis Media Group

    Ahh.

    My head hurts

  • Jeremy Hull
  • http://www.facebook.com/bigalittlea Aaron Levy

    Thanks for sharing your rundown Jeremy. Definitely going to be an interesting few months

  • Jason Manion

    On your third point, about bid modifiers – why couldn’t you have 2 campaigns set up like this:

    1. Desktop/tablet focused, with desktop appropriate bids, and mobile adjustment set to that -100%.

    2. Mobile focused, with desktop bids set at 1/3 of ideal mobile bid price, and a mobile adjustment set at 300%

    This wouldn’t be a mobile only campaign, but it would be mobile focused.

    I haven’t read too much yet about the details of these new enhanced campaigns, so I could easily be missing something.

    I do have to say that I’m excited about some of the new extension capabilities though. That’ll make some things easier.

  • Jeremy Hull

    Thanks for your article Aaron–very astute!

  • http://www.facebook.com/bigalittlea Aaron Levy

    Absolutely a great idea Jason. My only thought/fear is that with this, a lot more competition is going to be present in the mobile marketplace which will somewhat organically increase the CPC’s. You’d likely be (sort of) competing against yourself, but definitely a viable strategy.

    In spite of my pouty post, I’m with you on the new extension capabilities. I think Google heard a lot of what advertisers had been bellyaching about and really listened. I think for advertisers who have a robust device presence built this could actually be a ton of fun. Just going to be a drastic change in the way we set things up!

  • Jason Manion

    I know that with my current client mix, these changes are mostly positive.

    And hey, when I look at the amount of drastic changes SEO’s deal with regularly, it’s hard to really complain about this PPC change.

  • http://blog.paulgailey.com/ Paul Gailey

    that increase in the CPC and loss of segmentation is the inevitable crux of this for the end client already battling long term inflation. for the advanced marketer much like notprovided was, this “enhanced” moniker is a kick in the teeth.

  • http://www.facebook.com/bigalittlea Aaron Levy

    Agreed! it’s definitely a change that’s NOT built for the advanced marketer (e.g. us).

  • Jason Manion

    I put together my first enhanced campaigns tonight. So far so good. Pretty excited about no longer needing to use Google forwarding numbers for non-mobile devices.