• http://www.facebook.com/bigalittlea Aaron Levy

    I think the major oversight on Google’s part with regard to the tablet issue is not whether or not we can split them out. Historically I’d seen that when tablets worked, they worked just as well as desktop and didn’t really need their own campaigns. However when tablets did NOT work, splitting them out didn’t help them at all. That’s the main problem here.

    Sure, the line between tablet and laptop is getting a little fuzzy but the fact of the matter is that tablet’s are used on the go, in meetings, in coffee shops and on couches. I’m sure for low consideration campaigns the behavior is the same, but for high priced, long funnel products tablets just don’t do as well. When they don’t perform as well and generate a negative return, I want to exclude them. But alas…

  • http://www.facebook.com/pedro.martheyn Pedrito Lopez Martheyn

    While it is certainly true that enhanced campaigns add a few features and provides people behind managing the accounts a “time saver” approach, it also forces companies and corporations to opt into the mobile world. Most of them are not nearly ready for that big step, yet and unfortunately with Google being the big player in the space all companies have to do as they told. Up to now if you decided not to be part of the space it was due to not having the proper mobile experience, but now good or bad you have to go for it and at the end it could be damaging for brands.

    On the positive side, I like that we don’t have to reach out to reps anymore for some features that are now included within the enhanced option.

  • http://twitter.com/GinnyMarvin Ginny Marvin

    Good point, Aaron. The ability to exclude tablets has been as much a part of the discussion as the ability to split them out and bid on tablets specifically.

  • ronniesmustache

    Bottom line: Google has access to Analytics for millions of sites.

    They must know there’s a HUGE difference in PPC performance between tablets and laptops/desktops.

  • http://twitter.com/tysonkirksey Tyson Kirksey

    Our Google reps have been hammering us to upgrade all of our clients to enhanced, but for the most part we are still waiting. I’ve yet to see some independent data that shows that Enhanced campaigns have better conversion rates, lower CPCs, etc. Anybody know of any? Please share.

    Furthermore, the tablet thing just infuriates me. Google knows full-well that tablets do not perform the same as desktops today. It’s ridiculous to not have the ability to target specific devices like iPads and Kindles separately. This is the main reason we are waiting, because we do not want to pay higher CPCs for clicks that we know will not convert.

  • http://twitter.com/jmloquist Jeff Loquist

    This is because Google does not look at “performance” the same way most marketers look at performance. Talk to any Google rep or sit in on a Webinar and you will hear over and over CTR% & CPC’s are similar. This is Google’s idea of performance. Their ROI is getting more clicks, not how well those clicks do once they get to your website.

  • http://twitter.com/jmloquist Jeff Loquist

    This is the same reason they push Broad match like it’s crack.

  • http://twitter.com/jmloquist Jeff Loquist

    I’m always interested when companies toss out a new feature, like the “new phone call conversion metric” and then boast about how much better conversions are.

    Of course they are, you didn’t have the ability to track this before and now you can. Kind of a “Duh” moment there.

    And of course the numbers are rising drastically for people moving to enhanced. When you set a deadline and tell people “move or else” these things happen.

    Marketers will figure out enhanced just like everything else, it’s just funny to see numbers like these as if we’re supposed to go “Oh! This MUST be awesome if everyone is doing it!”

  • http://twitter.com/GinnyMarvin Ginny Marvin

    True, and we can’t expect to see them putting out negative case studies. There is absolutely a unified message to “migrate ASAP”, and the positive data they do share (including saying that a new conversion metric increases reported conversions) helps bolster their message. That said, I haven’t heard any horror stories yet, either. Many I’ve heard from are either still waiting or haven’t had much to report performance-wise.

  • http://twitter.com/jmloquist Jeff Loquist

    Same here, the way I figure is you can’t fight the inevitable, so may as well adapt.

  • ronniesmustache

    Right. But advertisers DO measure roi. And if the ROI isn’t there, google will lose money.

    It’s frustrating!

  • http://twitter.com/DudleyAntoine Dudley Antoine

    Agreed.

  • http://www.facebook.com/themattboland Matt Boland

    What they also don’t mention is that many tracking providers are struggling to get their reporting features updated to support enhanced campaigns; who is going to update to Enhanced Campaigns if it breaks their reporting systems (especially for large agencies).

    If Double Click doesn’t offer full Enhanced Campaign support yet, then how can other suppliers be expected to?