The digital advertising world is swiftly having to accommodate growing numbers of mobile and tablet users, adapting web design, e-commerce platforms, PPC ads and social media into multi-device campaigns in order to reach customers on the go. Google transitioned all AdWord accounts to enhanced campaigns in July this year in an attempt to simplify ad management for multi-device campaigns, providing new options for PPC campaigns but also bringing in new challenges for digital marketers.
Multi-device marketing is a huge feature of modern digital advertising, and not taking advantage of mobile and tablet traffic can be a costly mistake. Cross-platform marketing means that your ads will be seen on whatever device a customer uses, from smartphone to iPad to home computer.
There are some clever little additions to AdWords regarding multi-device marketing, such as:
- Target visitors within a certain radius of your location during busy hours by bidding up on your ads at certain times;
- Track ad performance across multiple devices, for example a mobile click that leads to a desktop conversion;
- Enhanced measurement of your ad performance on different platforms;
- Use bid modifiers to influence the device and locations you want to target, and the time your ad will appear;
- Mobile-optimised ads (though mobile-only campaigns are no longer an option);
- Add site links at the ad group level (previously only possible at campaign level).
Whether you’re managing your PPC campaigns in-house, or you outsource to a dedicated paid search marketing agency, you need to keep in mind the importance of tracking and testing your ads to ensure they are performing as well as possible. The changes to AdWords this year, though certainly offering a greater range of options across multiple devices, also create additional challenges for PPC campaigns. If you need help with your paid search marketing, or would like to know more about reaching customers using multi-device campaigns, get in touch with our PPC team at Ikroh.com.