We live in a multi-device world. People are no longer connected to only one device. They swiftly shift from desktop to tablet to smartphone to laptop. Interestingly enough, when users switch devices they are often not changing their session – they are simply continuing it on a new device. According to Google, 90% of multi-device users move between devices to accomplish a given task, whether it be communication, search, entertainment or shopping. With that in mind, how do we as advertisers ensure that that we are targeting the right people at the right time on the right device? With their new enhanced AdWords campaigns, Google is doing its part to help simplify advertising in a multi-device world.
An Opportunity Arises.
Multiple devices. People on the move. Real-time, local search. While this may be daunting and overwhelming to some businesses, it should be viewed as an immense opportunity. Imagine the possibilities this presents us with.
Enhanced AdWords Campaigns
Google has taken the opportunity approach. Let’s use the example of a sushi restaurant. A user is sitting at their desktop computer in their office at noon on a weekday and searches “takeout sushi”. Up comes an ad for sushi with a link to the online menu. However, later that same evening a different user who is out of the house and within 1km of the sushi place searches the same “takeout sushi” keyword on their mobile device. Based on the time of day, their location and their device, they are presented with a different ad, from the same campaign. This ad provides them with a click-to-call phone number or perhaps a link to directions on how to get to the restaurant.
Ads that are highly specific and provide context to the user are most effective. Not only can advertisers use signals such as location, time of day and device type without having to set up several separate campaigns, but they can also benefit from a feature known as bid adjustments, which allows you to manage specific bids across the aforementioned signals.
For example, an advertiser can bid 20% higher on a keyword triggered by someone searching from within half a kilometer of the business’ location, or 50% lower if the keyword is searched after 10pm. This feature gives advertisers complete power over the bidding, targeting and execution of all of their ads.
Want to learn more about enhanced Google AdWords campaigns? Contact us today to talk our digital marketing team about how we can help bring your online advertising efforts to the next level.
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