Advertisers are about to find that cross-platform advertising will be a whole lot easier, thanks to sweeping changes to the way Google intends to sell mobile ads.
Mobile advertising agencies will now be spared the laborious process of submitting different strategies for different devices – a process that sometimes means running hundreds of similar campaigns at once – in favor of centralized controls encompassing both desktop and mobile advertising simultaneously.
A major overhaul
Describing the simplification as “the biggest change in AdWords over the last five years”, internet marketing analyst Larry Kim acknowledged that mobile phones advertising has grown into a significant roadblock for Google. Kim, who founded Wordstream, has helped the search leviathan to devise its new strategy.
Mobile searches generate only half the value of desktop hits at present, he says, but they’re growing significantly. Because of that, Google had to find a way of reducing the cost gap between mobile and desktop advertising.
But why is mobile advertising so challenging? For one thing, Kim notes, it’s proven exceptionally hard to produce a good ad for a smaller screen which isn’t intrusive. And mobile ad campaigns are difficult to get going, not least because, until now, GoogleAdWords has required advertisers to submit separate campaigns for different devices, times and locations.
Thankfully, that’s all about to change. From now on, multiple branches of a single campaign, customized for different times and locations whether the ads are desktop or mobile, can be controlled from a single place.
New metrics, new control
Kim cites the example of a dentist based in D.C. In the same campaign, she can now attract regular customers with a desktop ad and emergency customers with a mobile ad featuring a number to call. He adds:
“She could also choose to have her campaign bid higher for people searching on mobile devices within D.C. during her business hours, then switch to higher bids for people in the suburbs looking for a good dentist at night. That makes it 10, maybe a 100 times easier to build these mobile campaigns.”
More tools and data will also be offered, Kim explains, which will allow more advertisers to gauge the value of mobile ads — metrics which are likely to enhance the cost of those ads and boost Google’s bottom line into the bargain.