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Selling ads for mobile devices is a major problem for Google,
Facebook, and Yahoo. The users log in through their smartphones one
minute, and the next minute they are on their PCs or Tablets. There are
many complexities in running a mobile ad campaign; it is difficult to
track down the sales records, it is impossible to cram in many ads at
once, and the users keep switching between devices. Google may have come
up with a way to solve these problems.
In a recent announcement, Google told the world they are
upgrading Ad Words “by rolling out enhanced campaigns”. The enhanced
campaigns will utilize the location, the time, and the capability of the
device being used to the marketer’s advantage. The campaign is set at
very low prices and caters to SME’s that can reach their target
demographics in an entirely new way.
The main features of the enhanced campaigns include:
- Add placement according to time, location, and device
- Bidding for keywords according to the location of the customer
- Click to call and location extensions for nearby customers, and ecommerce solutions for those at far away locations
- New conversion types including duration of the call in click-to-call solutions, downloads, direct sales etc.
Google also announced that they would upgrade all ad campaigns in mid
2013. The campaigns are being dubbed an ingenious move by marketing
experts, as Google’s mobile ad prices were plummeting, and this move
would surely improve the company’s bottom line.
With potential customers living in a multi-screen world and switching
from device to device in a matter of minutes, it had become almost
impossible to track the conversion rates from mobile ads. Furthermore,
placing ads on a small screen is an entirely different phenomenon; as
such ads may overpower the screen and can cause the customers annoyance
instead of selling the product effectively.
People using smartphones
and/or Tablets are usually on the move, and switch to their work PCs or
Home PCs upon reaching their destinations. Google’s new enhanced ad
campaigns will take this factor into account, and the ad placement will
depend highly on the location of the user.
Furthermore, the ads for keywords will be different based on the time
of day. A marketer may set his or her campaign to direct a customer to
their location before closing time if the customer is in the vicinity. A
different ad may appear for the same shop if the customer is near the
shop’s location after the closing time.
The enhanced campaign will also result in major revenue for Google as
it is most likely to induce a bidding war between competitors in the
same location. Two competing pizza shops in the same neighborhood would
want their ads to be displayed when a potential customers enters the
vicinity, and Google would place ads for the highest bidders.
It was about time that more factors were taken into consideration
when designing a mobile ad campaign and Google has once again determined
their superiority in this sector.
[Image via betanews & infographicworld] Author :
