• Pat Grady

    The EC migration tool just came out, proving your “procrastination pays” point, again!

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

    Right on, Pat.

  • http://twitter.com/Koozai_Ollie Oliver Ewbank

    Nice post. I think migrating smaller accounts to start with is a good plan. Google now have a specialist merge team which can also assist you with the process.

  • Adrian Huth

    We need to all be vocal to allow us a greater bid decrease modifier then 100%. Keep letting reps know and Google people at conferences that we see through the baloney that this is an improvement over the old way of targeting and we will be shifting our advertisers ROI to other platforms as the clients will not stand for a decrease in ROI. At best we will lower bids across the board to make up for the ROI decrease and get what remaining volume we can get out of Google and shift the rest to other platforms.

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

    Thanks, Adrian. Agree 100% about being vocal.

    Let me add that as “money walks, money talks” too. As soon as Google sees ad spend redeployed elsewhere, changes will come more quickly.

    I’d guess Google’s next move will be to widen the mobile bid adjustment range from current (-100% to +300%) to something much wider. Hopefully they’ll do that sooner rather than later.

  • M Rhodes

    Great article Matt

    I’m interested, what’s the best work around to spoof a mobile only campaign that you’ve seen so far?


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

    Hi Mike,
    None so far, except the obvious.

    1) create a separate mobile campaign
    2) set desktop (default) bid to lowest value to decrease likelihood of entering auction. Use largest multiplier needed to enter and win ad position in mobile kw auction.
    3) Use value track parameters to specify mobile landing pages.
    The influence of Landing Page QS may exert a small difference in auction dynamics and give preference to the same KW that lives in a different campaign.

    As soon as Google release ad group level mobile, do the same thing at ad group level, and group your most significant mobile KWs into their own mobile ad group, perhaps segmenting by largest mobile-to-desktop bid differentials.

    Second best workaround – Wait.

    My hunch is that Google will open up the bid ranges, either on a quiet, special case basis for large advertisers with dedicated account reps, or as a general feature, later on.

  • http://www.facebook.com/profile.php?id=755555254 Stuart Meyler

    Good advice. One thing I might disagree with, however, is the idea that the bid settings for Enhanced Campaigns is hare brained. On the contrary, I think it will do exactly what Google wants it to do – increase the competitiveness, and hence price, of mobile bids and vice-versa. CPC’s will escalate as a result.

    That is only a hare brained idea if you are an advertiser. If you are Google, or a Google investor, it is a great idea, particularly since most paid search advertisers are running their campaigns at very high ROI levels. Google figures they will pay more without cutting their spend because of this and they are very likely correct given the monopolistic nature of the paid search landscape gives most advertisers few other options.

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

    Matt, you are spot on with your recommendation. I just wrote this piece on our blog with conversion rate numbers backing up our decision to wait. http://www.verticalnerve.com/blog/detail?id=284

    We are expecting many of our clients to take an ROI hit this summer, and that is unfortunate and frustrating (not to mention seems very “un-Googley”). What / how are you preparing your clients at FMF?

  • Adrian Huth

    Love your article and how you outline the tablet stats showing Google is just flat out wrong. We see the same thing and though with ipad users we sometimes see better but with other tablets much much worse. For us though we calculate a slight reduction in bids should cover the ROI loss on most clients. The biggest problem for us is accounts where we are bidding insanely high for desktop searches and the bid reduction will still put bid prices for mobile traffic way higher then the ROI can justify. This is why we plan to shift budget to bing and other platforms to make up for the volume loss as we will lose a lot of volume once we drastically reduce bids on these keywords to offset the “enhanced” ROI.

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

    I agree with you that this is likely to be beneficial to shareholders. There are other ad networks that are very very close to being able to whittle away at Google’s paid search market share. Microsoft has been nibbling away, and FB is positioned to take a big bite if they could figure out a search engine integration.

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

    Tyson – thank you for sharing that data. Vivid and Compelling.
    We are planning to watch mobile CPC like a hawk this summer. Early adopters are likely to make reasoned mobile bid adjustments, even if they don’t get it all right. Hard to say what will happen on automatic rollovers. I’d suppose the inert advertisers may be igorantly bidding on mobile now, in which case, the CPCs may not vary as wildly as some people are projecting. It’s a big unknown.
    We’re telling clients what I just wrote about. We’re studying, waiting, and creating draft models for new campaign structures to lay in when we’re ready. Ad group site links is the one pece of candy that helps the bitter EC pill go down.

  • http://twitter.com/SusanEDub Susan Wenograd

    Ah, one of my two favorite dudes from HeroConf! (Incidentally, my other was from Bing!) :)

    So, so well-written, Matt. I just had a conversation yesterday where the client is so happy with Mobile results in AdWords they wanted to do a bunch of stuff that we really won’t be able to do accurately after July. It was a very uncomfortable conversation. Thanks, Google.

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

    Glad you enjoyed it, Susan, thank you so much for letting me know!

    The easiest adjustment for Google to make at this point would be to widen +/- mobile bid range – I’ve got to believe its there. Hound your Google rep for it – and let me know how it goes…

  • Kostas A

    Great article, we are continuously pushing client budgets to Bing.

  • http://twitter.com/SusanEDub Susan Wenograd

    Will do. I keep hoping if I whine and stamp my feet enough they’ll give in just to shut me up. :)