Junior Media Buyer: Get Healthy and Get Paid -

Tuesday, June 23, 2020

Is Salesforce a Great Place to Work? -

Thursday, December 26, 2019

Is Apple a Great Place to Work? -

Wednesday, June 19, 2019

Do I want to work at Adobe? -

Wednesday, June 12, 2019

NVIDIA, why work here? -

Friday, June 7, 2019

Manager Instructional Technology at George Washington University -

Thursday, October 4, 2018

5 Highest Paying Business Development Manager Jobs in New York -

Monday, July 23, 2018

What kind of Business Development
Jobs are in Los Angeles?

Wednesday, May 9, 2018

QVC , On Air Program Host Job for 3rd Largest Ecommerce Company -

Monday, March 26, 2018

Facebook has over 1700 Jobs: Here is How to Get a Job at Facebook -

Wednesday, February 7, 2018

Nielsen Why You Want to Work at this Digital Transformation Organization -

Tuesday, February 6, 2018

Why You Want a Job at Twitter -

Monday, February 5, 2018

How fast is this Blockchain thing going to take over? -

Friday, February 2, 2018

Should You Work at HBO or Netflix? -

Wednesday, January 31, 2018

Why Working at Hearst is Much Better than Houghton Mifflin Harcourt -

Friday, January 26, 2018

What Will Making a VR Game While in Virtual Reality be like? -

Thursday, January 25, 2018

Why You Want to Work at Snapchat -

Wednesday, January 24, 2018

Why You Want to Get a Job at Vogue Magazine: -

Thursday, January 18, 2018

Is it Better to work at Buzzfeed or The New York Times? -

Friday, January 12, 2018

LeBook Business Development Job for Trend Setter -

Wednesday, December 6, 2017

Making Job Search Easier by Finding the Great Companies First

Find a
Title/Keywords Company Name
City, state or zip (optional)

Google announces big changes to the way it does mobile advertising

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.

Print Friendly, PDF & Email
Leave A Comment

You must be logged in to post a comment.