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- Both& 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.May 8, 2013
- "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.May 8, 2013
- 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.May 8, 2013
- 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.May 8, 2013
- Some industries just don't lend themselves to "other than desktop" at this juncture. I'm pulling for DuckDuckGo.May 8, 2013
- 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 . :) 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? :)May 8, 2013