When last Thursday I had lunch with a friend at Google AdWords and she hinted that there would be a big announcement coming from Google AdWords “very soon”, I got all excited. She said the coming change would be as much of a shift as when Google AdWords switched from CPM to CPC in Search. That would be big. She suggested I pay close attention to the Google “Inside AdWords” blog. I did.
She was not bluffing. At noon on February 6th the big announcement was made on the blog. The introduction of what Google has dubbed “Enhanced Campaigns” would enable advertisers to manage their ads on multiple technology platforms, view multiple types of conversions side by side, all from a central interface. All this control would allow a business to precisely target a potential customer with the right message, in a format matched to the right device based on dimensions such as time, place and the searcher’s physical proximity to the business location.