Enhanced Campaigns helps Google search advertising growby
Advertisers are increasingly turning to more sophisticated paid search methods through mobile, with Google’s ad solutions profiting nicely as a result.
According to data from Adobe, Google’s new Enhanced Campaigns feature, which groups desktop and tablet ad bids together while distinguishing them from smartphone and other mobile traffic has helped overall search spend to grow by 9% in the US compared with 2013, while UK spend has grown 10% since last year.
Mobile has continued to eat away at desktop paid search, with 30% of overall spend. Adobe’s data trends indicate that the share for desktops will continue to decline and hit 60% of paid search by the end of 2014.
Personalisation is becoming a big theme in paid search, and Adobe’s director of business analytics, Sid Shah states current trends suggest a complete shift away from the traditional keywords-based search advertising to a more sophisticated method:
“As we move from a world of keywords to audiences when it comes to paid search advertising, it’s clear that different people behave differently across devices, geographies, time of day, and vertical market,” Shah states.
“Advertisers are intent on reaching the right people at the right time with the right message at the optimum bid price to drive ROI/revenue. We expect to see a secular shift from keywords to audiences in the future where advertisers will be able to target audiences with personalized messages, with levers extending beyond keywords as a measure of intent.
“Google Enhanced campaigns represent the first in these series of shifts where we have moved from keyword and match types to devices, time of day and geographical levers. Marketers should expect more shifts and an eventual audience-based buying of search ads.
Adobe expects a number of additional search advertising changes to come into play by the end of 2014, including:
· Paid search spend to increase by 10–12% year-on-year for the rest of the year.
· Mobile and tablets to account for 35% of paid search spend by the end of the year.
· Bing and Yahoo to wrestle back some market share from Google, as budgets lean less in favour of Google
· A transition from product listing ads (PLA)s to Google Shopping campaigns to revive the growth of PLA spend
Google recently announced a number of updates to its Shopping platform to make targeted advertising campaigns easier. According to the tech giants, 85% of retailers on the platform are already using the new tools, further bolstering ad spend.
Chris is Editor of MyCustomer. He is a practiced editor, having worked as a copywriter for creative agency, Stranger Collective from 2009 to 2011 and subsequently as a journalist covering technology, marketing and customer service from 2011-2014 as editor of Business Cloud News. He joined MyCustomer in 2014.