The industry is talking about the biggest change in paid advertising when Google launched the enhanced campaign feature. We as a user should be grateful because it should make our campaign management much easier (at least this is the way Google is selling us the product). Overall it gives us much more flexibility in the way of advertising our products (dynamic in ad text, location, time and device – brilliant). The main aim as an online marketer is to show our customer exactly what they are looking for and we definitively come a step closer with the new features of enhanced campaigns.
But why did those changes happen and how does it affect me as a marketer? Google’s main point is that it became very difficult to differentiate in between the various devices: is it a tablet, or a mobile or a “moblet”? The keyboard of my laptop is removable so do I have a “tablap”? From that point of view it is good that we start putting everything in one pot – no need to set up different campaigns for different campaigns anymore. But if we, as marketers and users, can’t make the difference anymore, how is Google able to make the difference? How can they calculate bids for positions if they don’t know what device or group of devices is populating what prices? Also how do I make sure that my granularity is not suffering? Before it was somehow easy, it was recommended to set up different campaigns for different devices. Now we have to find out the exact percentage (from -100% to 300%) in order to display our ads correctly and not to damage the campaign health as a whole. For novices enhanced campaigns will be a big challenge as they might be big money wasters.
For my market in particular I am wondering if we are ready for it. Websites are still very static and old in terms of how the CMS is set up. Big companies started to have responsive websites or they even have the capacity to run a mobile site. But compared to other markets we are still at the beginning of the online journey.
However the Swiss customer certainly is ready to buy from different devices (they have the purchase power to get new devices straight away) and I hope that the pressure of the industry helps to push the change in the online landscape in Switzerland.