By Lindsay Steiner, Associate SEM Specialist
It’s no secret that the landscape of internet search is constantly changing. With the increased use of mobile devices and tablets, search engines are no longer only used from the comfort of our desks. Instead, we seamlessly transition from one device to another whether it’s online shopping from a tablet, finding directions from a mobile phone or researching from a desktop. And Google, in its infinite wisdom, has of course been keeping a close, big-brotherly eye on our complex search behavior.
That’s why this summer Google underwent one of the biggest changes in AdWords history – the transition to Enhanced campaigns. Enhanced campaigns have given us the opportunity to tailor our advertising efforts to the changing context of our audience, whether it’s the device they’re using, their location, or even down to the hour of the day. We can deliver the most relevant ads and information in each situation, ultimately increasing return on investment which is everyone’s bottom line, right?
Let’s walk through the major changes that we are the most excited about here at Gragg:
- Mobile bid adjustments: This new feature allows advertisers to bid lower (or higher) on terms for users searching with their mobile device.
- Location bid adjustments: Notice that your clicks are converting in one part of the city, state or country better than others? Bid up in those spots and down in the others.
- Time of day bid adjustments: Bid higher during peak hours or choose to show your ad only at certain times of the day when you’re likely to get traffic to your site, restaurant or storefront.
Let’s combine and apply these new enhancements to a real-life scenario:
Let’s say you’re a local flower shop, and it’s ONE week until Valentine’s day. You offer online bouquet orders for the next couple days, but then those last-minute shoppers must come in to the store to pick out flowers for their hot date. Using these new enhancements, you’d be smart to bid high for desktop users using an ad that directs them to your online shop in the weeks leading up to the big day. Then, when the 14th comes around the corner, you better bid higher on mobile devices, and even better, users who are within a five-mile radius of your shop. Because let’s be honest, there will be plenty of procrastinators frantically searching on their iPhone for “florist” at the eleventh hour. Using these new enhancements, you can tailor the copy and format of your ad specifically to the last minute user and ensure you’re bidding high enough to get that coveted first position ad rank.
While we here at Gragg don’t sell flowers ourselves, these new enhancements allow us to get even more granular with our targeting and tracking in any vertical, whether it’s education, insurance, finance, retail and beyond. As a data-driven agency, this is something we love here at Gragg.
Images courtesy of Google