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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.
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.
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