• Chad Summerhill

    I wonder how many of the variables you mentioned are already being used by Google with their Conversion Optimizer and Enhanced CPCs products. Maybe when Google uses the word “Enhanced” it means that they want to make the bid decisions for us. If you use Conversion Optimizer with Enhanced Campaigns you don’t have the option to set bid-modifiers, so I’m assuming in this scenario Google would modify your bids based on these same controls (plus more) for the advertiser. This would definitely be “simpler” for the advertiser on the bidding side. Perhaps not as profitable. It would still be just as complex on the UX side of things when you have traffic coming into your site from multiple contexts. Great article, George.

  • http://www.rimmkaufman.com/ George Michie

    Thanks Chad. There is a strong possibility that Google already does this stuff as part of personalization: not changing the bids, but recognizing the CTR will be higher by serving a specific ad to a specific user at a given moment impacting AdRank for that ad for that query and making G more money. Conversion optimizer might conceivably bid differently as well. I’m hoping that Google will HAVE to share the granular data that they see with other bidding platforms; telling advertisers “you have to show us your underwear AND let us spend your money as we think best” in order to play with our controls and we won’t share those controls with other bid management platforms seems like something the DOJ would find troubling.

  • Stephen Lella

    As someone who was just voluntold to do their first ever AdWords campaign, this is a fantastic article on what’s possible with Google. As a natural SEO, it’s exciting (and intimidating) to know that Google’s trying to better themselves on every frotn imaginable. Great article man. Now I gotta find a PPC 101 article, haha.

  • http://www.rimmkaufman.com/ George Michie

    Thanks Stephen, and good luck with the transition. Coming from the SEO world you’ll appreciate the ability to control the program and the immediacy of results. When you make a mistake you find out VERY quickly. Check out RKGBlog when you’re ready for more advanced stuff. Good luck.

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

    George, well said on all points. This is an early version and many hopeful features and opportunities abound.

    I hope you are right that Google erred on the tablet / desktop issue and hope you are right about them moving to fix it soon, because conversions to enhanced campaigns are happening now.

  • http://www.rimmkaufman.com/ George Michie

    Hi Matt, I think the “device” delineation is difficult: where does a tablet end and a smartphone begin? Even laptop and tablet are blurring with the ultrabooks and other touchscreen laptops with detachable screens. To really understand the user’s interface and context we need to understand whether it’s touchscreen or mouse; how many square inches of surface area, type of connection, mobile or stationary…put them all together and we have a more complete picture. We’re holding off on transitions until we have what we need from G. Hopefully coming soon.