For as long as I can remember, Google has been a 'thing'. I didn't appreciate the phrase 'google it' until more recently, specifically since studying advertising. Google is a service, and brand that has become like an object not only to consumers but to advertisers. Google is changing face and adapting to the frequent changes in technology available to advertisers.
Because my dissertation is focused on multi-platform campaigns and how consumer behaviour is affecting advertising campaigns, I am naturally intrigued to see the latest report or article on the subject. I follow The Wall blog and appreciated the article by Emily Pope 'The Pros and Con's of Google's Enhanced Campaigns'. She brings to light the most recent advancement from Google for advertisers, and that is the ability to track, and monitor user behaviour on various devices as well as optimise campaigns (Pope, 2013). Pope goes on to mention that over the course of the coming year advertisers will be reworking their budget away from desktop, to support the various tablet and mobile devices available. This is something that had it been mentioned even 5 years ago some advertisers may have laughed and walked away!
Having spent part of my internship at Mindshare working on keywords in Search as well as optimising campaigns across digital platforms, I was able to under some of the changes that would occur within the agencies. It is obvious that there is a small margin of difference between devices, and their similarity is ever increasing with detachable keyboards, and the varying size and capability of tablets and smart phones. But does this line have to be crossed to ensure the best campaign is delivered? I of course think it does, as a consumer I want to be targeted appropriately to the device I am using.
Like most new techniques there are negative attributes to introducing a new way of doing things, many PPC campaigns will have to be reworked. Pope (2013) mentions in her list of 'cons' that there will be little distinction for advertisers between devices, where tablet and desktop will either be completely separate or together, as a pair. Meaning that a campaign can specifically run on tablet, or desktop or on both. There will be no such thing a 'mobile only' campaign, something I do not understand fully but hope to find out more about in the coming months. The 'pros' listed that because the majority will be within one campaign advertisers will have less to manage over the campaign and able to collect data quicker.
Overall it is going to take advertisers thinking more about where the campaign will be running. Google is striving to make the move across devices a seamless transition for consumers by allowing brands to be present in the search no matter the device. Michael Boland of Street Fight Mag discusses Enhanced Campaigns and highlights more of the issues that may be seen by advertisers, something I don't feel I know enough about to discuss but I do look forward to seeing if this is as efficient and effective as Google anticipates once I am in the industry. I know that technology is leading the way in which we as consumers behave and how advertisers and brands speak to us individually. It is any ones guess what will be the next addition.
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