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Ryan Campbell's profile photoGraham McConnell's profile photoTom Hale, Jr.'s profile photoBrent Baltzer's profile photo
"Google previously charged a dollar for phone calls and statistics were available in the ‘call details’ section in AdWords. Now, you won’t have to do that. Phone calls produced in Enhanced campaigns won’t incur a $1 cost, encouraging more users and smaller businesses to utilize mobile ads."

A lot of people seem to be confused about the way phone call charges for legacy campaigns were incurred. If you are using Google voice call extensions, only "completed" (more than 30 seconds) manually dialed calls were charged a minimum of $1. "Initiated" (not necessarily completed) mobile click to call calls were charged the same cost that a headline click would cost for that ad on a mobile device.

Eliminating the manually dialed calls (using Google voice numbers) charges would seem to me to encourage call extensions for desktops/tablets over mobile CTC extensions. After all, you still get charged for those mobile CTC clicks just the same as you always have been. The "free" calls come from desktop/tablet call extensions and manually dialed (Google voice call extension) phone calls, and you can still opt out of targeting mobile devices. 

I just don't see how this series of circumstances encourages the use of mobile device targeting over PC targeting, if the goal is to get as many "free" phone calls as possible. Regardless of what kind of call extensions you use, mobile device initiated CTC calls are the only time you get charged for any phone calls from AdWords with enhanced campaigns. Surely this will change in the future, after all Google will certainly come up with some mechanism to charge for those "free" phone calls.
"...and was implemented by Google in an effort to simplify campaign management across multiple devices."
BS, it was set up to force you to bid on mobile.
Again, I completely disagree with that sentiment. Mobile devices are the ONLY devices you can opt out of. Enhanced campaigns force you to target tablets and desktops, not mobile devices. So, are the "free" PC Google voice manually dialed calls a temporary carrot to try to counter the stick of no longer being able to create (specifically) mobile only, call only campaigns?
If clicking a box means opting out, and a bid of -100% doesn't, then yes - You can't "opt out" if un-clicking a box is the definition of "opt out". :)
You have to manually adjust a mobile bid to -100%. Say you have 100's of campaigns running and you don't want to target mobile in all but two of them, you will have to manually go through to adjust those bids, and this is after you've already had them set up.  Not to mention we are still seeing clicks and impressions for mobile and our Google Account Manager can't tell us why.  I am arguing that it is not simpler and I preferred the "legacy" account.
+Thomas Hale, Jr. - I'm not sure you gave enough detail in your first response. :) The team is much more of an expert than me, my knee-jerk is a lot like +Graham McConnell's in that I think that the changes are meant to "enhance" Google's bottom line - but there are a lot of efficiencies to be gained... for people like us who actively manage adwords campaigns and stay up to speed. For the individual user / business owner - they may be buying clicks they don't really want to... but that's probably already happening anyway.

+Ryan Campbell +Ashley Kennedy +Ashley Kennedy - anything to add?
Both +Thomas Hale, Jr. & +Graham McConnell have extremely valid points. The initial transition will be very difficult, especially for users who have only had desktop targeted campaigns and have no historical data that they can leverage to view their users behavior on mobile and tablet devices.

I see where Google is trying to with this and I think in the long run it will be a positive change, but I think it will be quite a journey to get there. Based on what I've seen so far, CPC's and cost overall is taking a turn for the worse upon initial migration, but as more data is gathered, bid multipliers can be used to normalize the changes. 
+Thomas Hale, Jr.  "Encourage" may be the wrong word here. Replace "encourage" with "force". I take the more skeptical angle. In the past Google made it easy for advertisers to manage campaigns by device. With this change many small businesses and other advertisers will target all devices by default and not utilize tactics and features to optimize for different devices.
+Ryan Campbell I think you said it best. "Target all devices by default and not utilize tactics and features to optimize for different devices."   We have a long form with intense validation and that is something that no one is going to want to fill out on mobile, and we have data that backs that up.  It was just frustrating to have to basically "re-bid" to turn something off that was already not being targeted before the enhanced campaign. 
+Graham McConnell I'm mostly angry about the forced adoption of tablet devices. We've tested tablet and mobiles for most of our B2B clients and the results sucked.
+Ryan Campbell   Some industries just don't lend themselves to "other than desktop" at this juncture.  I'm pulling for DuckDuckGo.
Maybe it's from all the time in the adwords help forum, but...

Beginning advertisers don't know about all the possible tools and features - For either legacy or enhanced campaigns. I just don't buy the idea that the change to enhanced campaigns is going to alter the marketplace because of beginning advertiser behavior. :)

It's not beginning advertisers who parse out the subtle nuances of ROAS per device, language, location, match type/targeting method, network, time of day, etc., etc. It's those of us that do, or in my case, try to do :), that are responsible for managing the majority of the adbuy. We are currently saving our clients how much money by not targeting unprofitable tablets or computers on large enough of a scale, that by removing those options from us, PC CPC revenue will surely rise with the enhanced transition. If we want to target the profitable traffic (as far as device targeting is concerned), then we will have to target and accrue the costs of unprofitable device traffic as well. That's what I think we are all really frustrated about at the end of the day. Of course, if we would have never had these device options, we wouldn't know what we were missing. Even the perception of having something taken away from you, will surely result in a negative reaction.

So, yes, I agree with +Ben Lloyd. :) I just don't know that the device CPC's google wants to increase, at this point anyway, are mobile device CPC's. Seems to me to have more to do with computer and tablet CPC revenues that will have the biggest effect on Google's bottom line the soonest. Then again... eh, what do I know anyway? :)
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