Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Google’s “Enhanced Campaigns”–A challenge for advertisers?

GREENLIGHT COMMENT

Angela Knibb, Campaign Manager, Greenlight

Google’s “Enhanced Campaigns” – A Challenge For Advertisers?

London, 7 February 2013 – Leading London-based digital marketing agency, Greenlight, says Google‘s “Enhanced Campaigns”, will prove a challenge to advertisers, the biggest being that of how third party tracking solutions can integrate into it. As it currently stands, advertisers could be forgiven for thinking Google is upping its game against third party tracking solutions and trying to create a system whereby any solution outside of Google’s is rendered less useful, says Angela Knibb, campaign manager at the agency.

Google has announced significant changes to its AdWords digital advertising platform adding functionality it calls “Enhanced Campaigns”. Put simply, it centralises controls for mobile and desktop advertising campaigns in one place and offers advertisers more data to show the real value of their campaigns. Previously businesses have had to submit individual advertising campaigns for different devices, locations and times - a labour-intensive process which most times results in their running hundreds of similar campaigns simultaneously.

The positives

With “Enhanced Campaigns”, smartphone-specific ad copy and sitelinks can be created and a bid multiplier used to change bids on mobile, which says Greenlight’s Knibb, is a positive. However, Knibb points out this will, presumably, be out of the same campaign budget and with the same cost per clicks (CPCs), giving significantly less optimisation control and granularity than the current structure.

Knibb also notes the bid multiplier can be set to increase bids on smartphones by location. So for a retailer, if a customer searches for a product sold within a certain distance of the respective store, it can bid up on that search. This gives a great opportunity to capture customers at the point of purchase.

The challenges

Google has always been at pains to stress it is best practice to separate campaigns by device. However, with “Enhanced Campaigns”, this functionality is now being removed, and once it is fully rolled out, all devices will have to be targeted within the one campaign.

“Not only does this go against Google’s own best practices regarding device targeting, it hampers advertisers when it comes to their optimisation efforts”, says Knibb.

Greenlight has observed different traffic and order levels by hour of day, peaking in the afternoon on desktop but the evening for tablet. Current strategies focus on increasing bids during the hour of day when these peaks occur, differing by device.

Knibb points out that this is now redundant in the new format. Furthermore, campaign budgets will be set at campaign level, and bids at keyword level, allowing no differentiation between devices.

“Presumably this means setting bids higher on mobile/tablet than we would otherwise, effectively increasing cost per clicks (CPCs) and therefore budgets. Will we see a better return for this, or will we likely see less effective targeting with an increase in CPCs and spend, therefore reducing return on investment (ROI)?”

Integration of third party tracking solutions presents a big challenge

Arguably the biggest challenge is that of third party tracking solutions and how they can integrate into this.

“As an agency, we separate our campaigns by device and have the keyword URLs tracked differently so we can assess the value of each device as a best practice. With the new settings, to differentiate between ‘mobile specific’ ad and desktop/tablet, we would need to track at ad level, losing valuable insight to our keyword performance. Whilst we will still be able to pull device reports or segment by device in Google, with third party tracking tools at keyword level, we would have no visibility as to device performance.

Other areas of concerns Knibb raises include flash websites which do not render on tablet.

“As you cannot opt out of tablet targeting, this means paying for useless clicks. Furthermore, if you have a mobile website with a different domain to the desktop, are you going to be able to target different domains in the same account, something that cannot at the moment be done?”

Given that a large proportion of advertisers use the bigger tracking solutions (TagMan, Omniture, Coremetrics) how are tracking issues going to be resolved? How do we tailor effectively by device, something considered best practice to improve the customer journey?

No doubt there will be solutions and work-arounds but for the moment, the questions remain.

--

About Greenlight:

Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightdigital.com

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

BusinessDesk: SkyCity Lifts Minimum Convention Centre Investment To $430M

SkyCity Entertainment Group, the casino operator, has lifted the minimum it will invest in the Auckland International Convention Centre to $430 million and said total costs including land may be $450 million to $470 million. More>>

Statistics: Drop In Dairy Prices Leads Fall In Exports

Total goods exports fell $240 million (5.5 percent) to $4.2 billion in April 2015 compared with April 2014, Statistics New Zealand said today. More>>

BusinessDesk: APN's NZME Sees Future In Paywalls, Growth In Digital Sales

APN News & Media has touted a single newsroom concept for its NZME unit in New Zealand, similar to what Germany's Die Welt uses, saying an 'integrated sales proposition' is helping it win market share, including ... More>>

Labour Party: Global Milk Prices Now Lowest In 6 Years

The latest fall in the global dairy price has brought it to the lowest level in six years and shows there must be meaningful action in tomorrow’s Budget to diversify the economy, says Labour’s Finance spokesperson Grant Robertson. “Dairy prices ... More>>

BusinessDesk: NZ Inflation Expectations Creep Higher In June Survey

May 19 (BusinessDesk) - New Zealand businesses lifted their expectations for inflation over the next two years, sapping any immediate pressure on the Reserve Bank to cut interest rates, and prompting the kiwi dollar to jump higher. More>>

BusinessDesk: Lower Fuel Costs Drive Down NZ Producer Input, Output Prices

May 19 - Producer input and output prices fell in the first quarter, mainly reflecting lower fuel costs and weakness in prices of meat and dairy products. More>>


Media: Fairfax Media NZ Announces Senior Editorial Team

Fairfax Media New Zealand has today confirmed its new editorial leadership team, as part of a transformation of its newsrooms aimed at enhancing local and national journalism across digital and print. More>>

Science: Flavonoids Reduce Cold And Cough Risk

Flavonoids reduce cold and cough risk Research from the University of Auckland shows eating flavonoids – found in green tea, apples, blueberries, cocoa, red wine and onions – can significantly reduce the risk of catching colds and coughs. The research, ... More>>

BusinessDesk: RBNZ House Alert Speech The Catalyst For Government Action

Prime Minister John Key all but conceded that pressure from the Reserve Bank of New Zealand for concerted action on rampant Auckland house prices was one of the main catalysts for the government's weekend announcements about tightly ... More>>

BusinessDesk: How To Fall Foul Of The New Housing Tax Rules: Tips From IRD

Just because you rented out your investment property doesn't absolve you from paying tax, says the Inland Revenue Department in a summary of commonly made mistakes by non-professional property investors when it comes to their tax liability.More>>

Legal: Superdiversity Law, Policy And Business Stocktake Announced

Mai Chen, Managing Partner at Chen Palmer New Zealand Public and Employment Law Specialists and Adjunct Professor of Law at the University of Auckland, today announced the establishment ... More>>

Housing: More House Price Gains Expected

House price expectations remain high, with a net 56% of respondents expecting house prices will increase. Fears of higher interest rates are fading, consistent with the RBNZ’s signals this year. Affordability and a lack of houses for ... More>>

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news