The advertising and marketing world is always evolving and continually finding new and innovative ways to reach the consumer. Google's new launch of the enhanced Adwords campaign focuses on the user attributes and finding the simplest way to deliver a message specific to the individual's wants and needs.

 

The new features benefit both businesses and consumers. For the consumer the results of a search are tailored around whether it is on the run with a mobile device, at home on a tablet, or at work on a desktop. The business is able to reach people by knowing what they're looking for, where they are, when they're searching and what device their using. 

 

 

The new campaign allows a business to manage bids across devices, locations and time of day. The way managed bids works is by being able to adjust any bid from a single campaign, by creating multiple bids that are targeted to the most important aspect. The most relevant ad depending on the users situation, i.e. whilst on the go or at home, will then be automatically generated from Adwords and appear.

 

An example would include an electrical company who wants to reach a particular group of people who are on the go and within 10km of the store. The company would adjust the bid by increasing it by 20% for a prospective customer searching on a Smartphone device and within the 10km radius from the store location. When the store is closed the bid can be decreased by 30% - this can all be created in a single campaign, reaching consumers across all devices.

 

 

The clever ads campaign targets consumers with different ad campaigns depending on weather it's during business hours or when the shop is closed. During business hours a campaign can be set to target consumers on their mobile devices. Within this campaign consumers can order online or click to call phone numbers. If the consumer is using a tablet or desktop they will see relevant links to the website.

 

When the store closes at 5pm, the business can set their ads to only show links to the website where customers can place their orders. This new smarter way of using campaigns and technology to a business' advantage can enhance the user experience by tailoring the ad extensions to show consumers what they want, when they want it.

 

 

Advanced reports means businesses can monitor in detail how people are getting to their site and from what forms of marketing. Now businesses can monitor conversions made from downloads, websites, phone calls and redeemable offers in store.

 

All these different conversion types can now be tracked by the business, and by doing this they can see the most effective way people interact with their site. This can also help a business determine what needs improvement based on the low conversion rates.