• Marketing Land
  • Sections
    • MarTech
    • CMO
    • Social
    • SEM
    • SEO
    • Mobile
    • Analytics
    • Display
    • Email
    • Retail
    • Video
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Display
  • Retail
  • MarTech
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Display
  • Email
  • Retail
  • Video
  • Newsletters
  • Home
SEM

Get the most important digital marketing news each day. Sign up for our NEW daily brief.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Well played, Google: Advertisers (finally) get more device bidding controls

The most widely disparaged aspect of Advanced Campaigns is eliminated at last. Contributor Andy Taylor extols the change, explains what it means for marketers and makes a couple of suggestions for further improvement.

Andy Taylor on May 27, 2016 at 11:22 am
  • More

google-adwords-green2-1920
Just last week, I submitted this column with the title, “Is it time for Google to rethink Enhanced Campaigns?” The piece I wrote was rife with criticisms of the desktop/tablet-centric campaign structure advertisers have been stuck with, and it proposed some possibilities for an upgrade.

And just like that, before it was time for my original submission to publish, it happened. Google announced Tuesday that advertisers will now be able to specify the device of their choosing as the base bid for keywords, and then layer on separate bid modifiers for the other two device types.

This is great news for advertisers, even if embracing this golden gift did mean that I had to totally rewrite a perfectly good but scathing account of the old campaign structure.

In this freshly written column, I’ll walk through the benefits of the new bidding possibilities and explain how advertisers should be thinking about optimizations in the coming weeks and months.

[Read the full article on Search Engine Land.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Andy Taylor
Andy Taylor is director of research at Tinuiti, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A seasoned marketer with 9-plus years of experience, he speaks frequently at industry conferences and events.

Related Topics

Channel: SEMGoogleGoogle: AdWordsHow To Guides: Search MarketingSearch MarketingSearch Marketing Column

Get the most important digital marketing news each day. Sign up for our NEW daily brief.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

ATTEND OUR CONFERENCES

April 15-17, 2020: San Jose

October 6-8, 2020: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

November 18-19, 2019: SMX Paris

February 19-20, 2020: SMX West

March 18-19, 2020: SMX Munich

June 8-10, 2020: SMX Advanced

November 11-12, 2020: SMX East

May 21-22, 2019: SMX London

Sept 30 - Oct 1, 2019: SMX Advanced Europe

×


Learn More About Our SMX Events

White Papers

  • The Ultimate Agency Guide for Choosing the Right Marketing Automation Vendor.pdf
  • How Good Partnerships Should Reduce Your Workflow
  • Digital Insights 2019: How marketers confront the obstacles of digital customer engagement
  • 14 Industry Experts on the Future of Attribution
  • The Essential Guide to Protecting Your Ad Spend from Invalid Traffic
See More Whitepapers

Webinars

  • 2020 Outlook for AI in B2B Marketing
  • Build Brand Humanity by Mastering Empathy at Scale
  • The Fantastic 5: Emerging strategies to drive conversions & growth
See More Webinars

Research Reports

  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Enterprise SEO Platforms
  • Call Analytics Platforms
See More Research
Sidebar Inbox Deliverability 2019
Sign up for our NEW daily brief.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech West
  • MarTech East
  • SMX West
  • SMX London
  • SMX Advanced
  • SMX East

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Advertise
  • Marketing Services
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2019 Third Door Media, Inc. All rights reserved.