Google has responded to people using more than one than one device to access the internet with enhanced campaign features on its AdWords platform. The firm said it will make it easier for brands to manage campaigns in one place.
Based on its own survey findings, Google contended that consumers move sequentially from one device to another throughout the day. As a result, the internet giant argued that campaigns need to follow consumers across their devices depending on the time and location of the day.
Features in the enhanced campaigns roll-out will include bid adjustments which allow for bids across devices, locations and more within a single campaign. The new options will become available to advertisers in the next few weeks while Google plans to upgrade all campaigns by mid-year.
Google senior vice president of engineering Sridhar Ramaswamy wrote on the Google blog: “With enhance campaigns, instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, [brands] can easily manage all of this in one single place.
“Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.”
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