Google on Wednesday upgraded its AdWords program to let advertisers customize their placements on mobile by such factors as type of device, time of day and geographic proximity.
The upgrade, called Enhanced Campaigns, will let business owners build a campaign while taking those factors into consideration. However, Google promises that you'll be able to manage it all in a single place.
The company offered a few examples of how Enhanced Campaigns will work. For instance:
A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.
In another example, an advertiser can vary its ads by the device on which it is seen:
A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.
Finally, advertisers can use Google data to see which ads are most effective:
You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.
Google claims the upgrades will start rolling out within the next few weeks. By mid-year, it will be universally available.src