• http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    I believe Google has approached the device segmentation issue from the wrong direction. Here’s why:

    1) Study after study is showing that Tablets have different performance profiles than the Desktop segment.

    2) The Desktop segment includes both laptops and desktops. We don’t have AdWords usage and performance data on laptops, because it is hidden within the Desktop segment. It seems reasonable to assume that the Tablet performance differentials observed by studies like this one by RKG, have always existed with laptops, too, but we never had the data to know.

    3) I contend that Tablets are cannibalizing Laptop sales much more then they are cannibalizing desktop computers. I further contend that Tablets are growing independently of replacement decisions. In other words, people have more computers now.

    If my contentions are corrent, then keeping separate Tablet and Desktop segments would have made much more sense.

    As Tablets continue to cannibalize laptops, then the Desktop segment becomes even more purely comprised of only Desktop computers, and the Tablet segment becomes an increasingly significant segment.

    The more savvy segmentation, from an advertiser’s perspective, would have been to keep the two targeting segments, and then at some point in the future, when desktop market share approaches non-significant levels, to merge Desktops computers into Tablet as the simplification measure.

    I believe that point in time is 2-3 years in the future. Desktops, after all, still represent represent ~80% of searches.

    For these reasons, I believe that Google had no need to pull such a fast U-turn with Enhanced Campaigns. The impact to advertisers, agencies and tools providers is incredibly disruptive and expensive, even more so, because the engineering of the ECs is still a work in progress. Holding themselves to short deadlines and aggressive development schedules is Google’s perogative. Holding the rest of the world to the same schedules is, as it turns out, is also Google’s perogative, but it is also reckless and disrespectful of all other stakeholders in the advertising ecosystem.

  • Pat Grady

    It differs in general, but what PPC manager gives a hoot about the variance by device for aggregate industry stats – the point is, it varies more by individual client / account / landing page / campaign / ad group! We’re looking at the average height difference between men and women, and talking about whether the clothing companies can have separate sections for mens and womens clothing… meanwhile, Old Navy and Burberry are both laughing about the stupid “average” stats being tossed around (with a snotty Bit accent, “average shmaverage”, being heard in Exec Meeting Room at Burberry). Specialization necessitates that sewing machine manufacturers don’t create machines that can only be used to make clothes that fit the averages. Anyone see the “Ad group mobile bid adjustments available soon in enhanced campaigns” blog article from G on Tuesday… let me translate… the JohnQPublic Sewing Machine Company Announces New Finer Control Settings Allowing Clothiers To Now Serve Short And Tall Population.

  • Pat Grady

    Let’s shoot spitballs at the next person who uses “enhanced” to describe a machine with less discrete controls. Or at least force them to answer the “enhanced for whom” part they left off.

  • Pat Grady

    And let’s boo and hiss the next guru who uses “industry average”
    anything as a misguided attempt to paint us each the same color. The difference in height between men and women is fairly small, so we garment cutters have decided that clothiers must make unisex, one-size-fits-all, coveralls! Shaq and Snooki aren’t even shown on our chart of averages, so we’re pretty certain they’re outliers we can just ignore. We Dixon Q-tested it, yep, completely safe to ignore anyone’s individual needs. We’re looking at keywords next, pretty sure the industry average stats will let us reduce it to a short drop-down… car insurance, iphone, kim kardashian, taylor swift… maybe 3 others.

  • Pat Grady

    Turns out for cooked food, as served on the table, observed temperatures don’t vary much at all. Announcing a new, “enhanced” electric range with just a single on / off button marked “heat”. Chefs love its simplicity and ease!

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Right on, right on, right on!!

  • http://www.facebook.com/mr.larry.kim Larry Kim

    interesting, i’m seeing the opposite. that tablets and smartphones are worth more than desktop.