After Google’s reps doing the rounds to give a ‘heads-up’ that a change was about to happen, they have now publicly announced their ‘enhanced campaigns‘, so we can now talk about this huge announcement that is going to affect every single one of us PPC marketers. Enhanced campaigns are set to completely disregard device types to attempt to focus on the person rather than the device.
Google will be automatically changing campaigns to run on all devices rather than splitting them out by mobile, tablet, desktop meaning ad-targeted capabilities are extremely limited. They will now be split into mobile and desktop & tablet.
Google are claiming that consumers behaviours on devices are becoming the same, but are they really?! I don’t believe so. Many people use their phones on the commute to work or just during the day to browse on the internet, not really looking to purchase until later on when they get home. At which point they (including me) use a computer/tablet to have a quick check on Google again before being ready to purchase. People DO use devices for different things and that’s why we need different messaging, URL’s and bids.
So, here’s the good, bad and ugly of this latest announcement (in reverse order):
Most PPC accounts are now set up to to treat mobile, tablet and desktop as completely different entities (rightly so) whether that’s by using different landing pages, ad copy, keywords or bids. The ‘enhanced campaigns’ now mean that it is much more difficult to target devices differently. Bid multipliers will mean that you can change bids by a certain %, similar to how hour of the day bid management is set up. Campaigns will now have to be merged into one with no real targeting capabilities.
Without separate bid targeting per device, tablets and mobile devices which have seen considerably lower CPC’s will now be increased along with competition. Despite the huge reach in mobile and tablet devices, lots of businesses were still not targeting by mobile and tablet but will now be forced to, meaning competition is increased and therefore so are CPC’s. As I was typing this I just realised how bad this could be so it should really be under the ugly category too!
Quality scores will now be rolled into one, so you will not have different quality scores by device type. This could actually increase or decrease overall quality scores dependent on if an account had high or low quality scores for mobile and tablet devices.
It is not expected to be rolled out until June, so it gives us all some time I guess.
Oh, and the best news to come out of this announcement….. sitelinks are finally getting sorted (woohoo…). We will now be able to see stats on each individual sitelink. Reporting will also be improved with the ability to still report on device,
There are many questions that still remain to be answered (other than, why Google, why?!) but at least we have a few months to think how it affects us and how we can make the best of the situation.
How will it affect your PPC campaigns?