Pick up a mobile device. Open the Google voice app. Speak your query: "bloomingdale's south coast plaza." It took 6 seconds from the time I opened the app to when Google returned results, both audio and text. You get similar results when typing the keywords into the URL on the Chrome browser, but unless you have an app that provides a click-to-call feature you will need to type that number into the keypad on your phone.
Google AdWords' legacy clearly sits on the desktop and does not naturally accommodate mobile search campaigns. That's the reason for recent changes to Enhanced Campaigns as consumers increasingly pick up smartphones and tablets to search for information, according to a report from Baird Equity Research published Monday.
What advice would you give? With Enhanced Campaigns, the shift is toward enabling greater targeting control and audience inclusivity within individual campaigns as opposed to achieving these effects through the creation of multiple device-centric campaigns, Baird Analysts Colin Sebastian and Gregor Schauer write in a research note after a discussion with the folks over at Covario.
We all know this, but the elimination of "device-centric campaigns" makes me wonder whether in the future we will see less emphasis on cross-channel attribution, or rather less emphasis on cross-channel attribution by device, not media.
"We believe that the objective of EC is to simplify the creation of ad campaigns that will have maximum reach and conversion (ROI) measurability," according to the report. "One of the key changes with EC is the ability for advertisers to adjust bids on a multiplier basis -- i.e., in relative terms, across attributes, including location, time of day and device type, among others. The final bid will reflect a product, or multiplication, of all the bid-adjusted attributes considered in the campaign. While not all of the EC changes are device specific, smartphones were clearly a key consideration in the redesign."
How do you view the changes in Enhanced Campaigns? Do you consider voice search or click-to-call on mobile devices a valuable tool? Do you think attribution modeling contributes to declining budgets from search into display, rich media, or video?