• d_a_t

    Smart marketers actually predicted this would happen, such as RKG’s Mark Ballard in this Search Engine Land post:
    http://searchengineland.com/will-enhanced-campaigns-drive-mobile-cpcs-down-160690

  • Tally

    Those aren’t super clear trend lines… data still seems to be all over the place. We have experienced pretty significant CPC increases, so I do believe that impact may be very different depending on industry and/or competitive landscape.

  • Larry Kim

    yes by definition there are always values above and below an average. i’m just saying that the disaster scenario that was predicted by many sem experts hasn’t materialized in an overall sense.

  • disqus_dCF933DQO0

    There’s no real takeaway here and CTR% are up. In the words of Avinash – “So what?” I’d be more interested to take a look at conversion data and if it’s improved or suffered.

  • Patrick Bennett

    What would really be interesting to look at is how many marketers are actually using the new features of enhanced campaigns? Sure there are a lot of new improvements as you pointed out, but how many people got opted-in without changing their strategy, and how do their results differ from more proactive marketers?

  • Larry Kim

    great point. but conversion rates are largely impacted by your landing page and your offer (like product pricing, or product quality, or the aesthetics of your landing page, or whatever). in order to eliminate those external factors, most of which happen after the ad click has occurred, in this study i looked at click through rates as a measure of ad relevancy. i believe the great avinash would agree here.

  • Larry Kim

    yes indeed. great call, mark ballard from RKG! shame on all the other vendors…

  • Larry Kim

    what i can tell you is that advertisers are today 4x more likely to have a mobile ad strategy in place than before ECs (so stuff like call extensions, mobile preferred ads, etc)- however, the total percentage of advertisers with mobile ad strategy is still very low. around 20% of advertisers by our estimates. (but up from 5%!)

  • Ondřej Sláma

    Setting aside all the enhanced features (which in my mind just make some things easier to control, yet still don’t offer a complete solution for AdW accounts targeting different countries and languages), I still have trouble getting over the fact, that along with enhanced campaigns, Google started treating tablets same as computers. Guess what? We have clients who should focus mainly on tablets (sweet CPA, great volumes,..), but can’t…

  • Jeremy J Brown

    The aggregate data is one thing, but the impact for individual advertisers can be quite another.

    When a client has been really hit with lower ROI on tablets, do you respond that aggregate CTR is up? Is that consolation?

    Many of the changes were for the better, but not all of them. For many advertisers, performance is not the same on tablets (do you like filling out B2B lead forms on a tablet?). It was a mistake not to offer a bid modifier on legacy tablets (Ipads, Kindles, etc.) or offer a way to opt out of tablets.

    Don’t even get me started on the horrible performance of tablets on the Display Network. Direct ROI for tablets is abysmal there and has led to cutting Display budgets in some cases.

  • Daniel

    I normally like what comes from search engine land but this
    article is missing the fact that for the last 2 years I have been running
    mobile only ads and since the enhanced campaign I personally have seen all my
    mobile cost go up, mostly because everyone is forced onto mobile devices. So I suppose if you look at
    enhanced from the standpoint of running desktop ads, for the most part yeah you
    would SE a small drop in cost because mobile has historically been cheaper.

    But in many cases across industries I’m now seeing
    mobile CPCs that are higher than desktop CPCs due to the enhanced campaigns.

  • Larry Kim

    Hi Jeremy, you can still do device targeting on the Google Display Network. Meaning, you do not have to target tablets if you don’t want to.

  • Larry Kim

    I too am hopeful that they bring back optional device targeting in the future. In the meantime, there are some work arounds, like you can still do tablet targeting on the display network, etc.

  • Jeremy J Brown

    Larry, that’s not correct. Currently, there is no way to opt out of Tablets in Display or Search Network campaigns.

    If you attempt to set advanced settings in Adwords, you will get the following prompt:
    “When you select advanced mobile and tablet options, you opt out of desktops and laptops.”

    The only way to opt out of Tablets on Display is to opt out of spending any money on Display.