Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
On February 6th, Google had an announcement that enhances their online advertising solutions, so here is the the post that was shared on the Google blog. You can also get more information about this on this link: Google Adwords Enhanced Campaigns. The new announcement is Google's "first step to help you more simply and smartly manage your ad campaigns in today’s multi-device world."
I did like this excerpt from the information page on Google's website:
AdWords has always allowed you to reach potential customers based on their intent. That’s what makes it so effective. But now AdWords also lets you capture the power of context. Context such as location, time of day, and device matter and provide you more opportunities to reach people with more relevant messages.
Being able to target a mobile device with an ad based on their location of the consumer is something very exciting. Dealers can target their messages based on the proximity of the consumer to the dealership, which I think would be ideal for Fixed Ops marketing as well as car sales in competitive markets.
Here is the information on the Adwords enhancements from the blog post made by Sridhar Ramaswamy, Senior Vice President of Engineering
People are constantly connected and moving from one device to another to communicate, shop and stay entertained. In fact, a recent study of multi-device consumers found that 90% move sequentially between several screens to accomplish a task. There’s also a proliferation of new devices — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more. And there are many more digital screens and devices to come, with the lines between them continuing to blur. For example, as devices converge, consumer behaviors on tablets and desktops are becoming very similar.
This creates great opportunities for businesses, but can also make marketing more complex and time-consuming. For example, a pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). Signals like location, time of day, and the capabilities of the device people are using have become increasingly important in showing them the right ad.
With enhanced campaigns, instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, the pizza restaurant can easily manage all of this in one single place. Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.
Here’s an overview of some key features.
Upgrading to enhanced campaigns
Enhanced campaigns will roll out to advertisers as an option over the next few weeks, and we plan to upgrade all campaigns in mid-2013.
Enhanced campaigns are designed to help you succeed in a multi-screen world, but we know that transitioning may involve some initial changes. Here are some resources to help you: