Marin Issues Google Enhanced Campaigns Impact Study

google-adwords-square-logoToday, Marin Software issued a report on the impact of Google’s move to enhanced campaigns based on $5 billion in annualized spend managed through its paid search platform.

The study focuses on a year-over-year performance comparison covering the nine week period beginning the week after the migration deadline of July 22, 2013, and compares it to the same period in 2012. The data sample represents results seen across a range of mostly enterprise-level US advertisers and agencies managing Google AdWords campaigns through the Marin platform.

In the nine-week period in 2013, smartphones and tablets gained impression and spend share over desktop compared to the nine-week period 2012. While this isn’t surprising — Marin has seen this trend happening over the past three years –the report says the results underscore the need for advertisers to “focus their attention to optimizing the mobile experience”.

impact-of-enhanced-campaigns-spend-impressions-by-deviceMobile CPCs rose in relation to desktop in the nine-week period compared to 2012. In 2012 mobile CPCs were 39 percent lower than desktop, versus 26% lower in 2013. Tablet CPCs shifted down slightly in relation to desktop in 2013 compared to 2012. Marin expects tablet CPCs to converge with desktop.


Related Topics: Channel: SEM | Google | Google: AdWords | Google: AdWords: Enhanced Campaigns


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Gregory David Keet

    Would you agree with me if I predict mobile and tablet taking the lions share by 2016… considering it has doubled in one year…

  • Ohgosu

    Any link to the report?

  • שוקי מן

    There is no problems with that – people use more mobile & tablets, so advertisers SHOULD bid more on those devices versus the PC’s

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