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Google Enhanced Campaigns

Google's Enhanced Campaign strategy to end tablet v desktop segmentation 'a bad idea' says Performance Media Group founder

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By Stephen Lepitak, -

May 16, 2013 | 3 min read

The decision by Google to align the tablet bidding strategy with desktop when the search giant introduces its Enhanced Campaign strategy in July has been labelled 'a bad idea' by Performance Media Group founder George Popstefanov.

Speaking at SMX London about his views on the benefits that Enhanced Campaign would bring, Popstefanov highlighted the decision by Google to no longer segment tablet versus desktop within its new PPC strategy, which he admitted he was "pretty pissed" about, alongside others in the room of search marketers.

"If you are maybe a retailer or a travel client, you could place more value on the people who do their research first on a tablet before buying rather than through their desktop computer. So not being able to segment both users is challenging because of their different behaviour. The way we consume content today has changed and so the goal of a user coming to your website and interacting with your website and brand is different."

He added that due to the outcry against the decision he hoped it would eventually be changed by Google.

"I believe that this is going to have a huge impact on mobile campaigns as well because treating them the same is a bad idea."

However, on the whole, Popstefanov was very positive in terms of the introduction of Enhanced Campaigns which will be introduced on 22July, stating the main reason why it made sense was due to the world becoming "multi-device"

He explained: "Somebody can start their experience on a mobile, then go to work on desktop and go home to their tablet. We're really interacting with multiple devices...what this [Enhanced Campaign] will do will really push people into mobile. Are Google's terms perfect? They are not - but the move is towards there."

He was also positive about the ability to schedule campaigns and what he described as the introduction of an "improved" reporting function.

Earlier this week, David Pann, general manager for Microsoft Search Network spoke to The Drum about their plan to build their own rival to Enhance Campaigns to capitalise on the controversy.

Google Enhanced Campaigns

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