Google Announces Big Changes to Mobile Ad Campaign Management

 Google announced a bold and sweeping set of changes to their AdWords PPC management platform in a bid to greatly simplify mobile ad campaign management. All of the new features – which I believe will greatly increase both mobile advertising adoption and Google’s revenues from mobile search – will become available to customers by the end of the month.

In this article, I’ll walk through all of the coming changes in detail. If you’re interested in the growing mobile search space (and you should be!), pay close attention. These changes will affect all advertisers before the end of the year.

Why the Big Change?

Over the last 5 years, growth in search query volume from mobile phones has greatly outpaced growth in query volume from desktop computers – the number of daily searches on Google from mobile devices is expected to surpass daily desktop search volume by next year.

Yet there’s been a huge problem with mobile advertising adoption at Google. We estimate that within the SMB segment, less than 1 in 25 bothered doing the work of mobile-enabling their PPC campaigns!

Google realizes this is an issue, particularly given that mobile search accounts for roughly half of all searches. Accordingly they are now rolling out new “Enhanced Campaigns” with the goal of greatly simplifying mobile campaign management....

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