Paid search booms in Australia despite Enhanced Campaigns changes

By AdNews | 16 October 2013

Google posts third quarter results this week and paid impressions earnings are expected to deliver growth of around 18%.

That's actually a decline and analysts have indicated that the changes Google has made to its core business will take time to bed in.

The indications are that marketers are yet to fully get to grips with Enhanced Campaigns in Australia, yet search is nevertheless soaring.

According to ad tech firm Kenshoo search ad spend was up 31% year on year for Q3. Impressions were up 19% quarter on quarter, according to the company, which took a representative sample of advertisers in agencies in Australia covering over 20 billion paid search impressions (click image to download full infographic).

Enhanced campaigns mean search marketers can target consumers based on device, location, and time of day through the one campaign.

“Previously, advertisers had to manage three individual campaigns to direct traffic to mobile, tablet, and desktop devices," said Kenshoo ANZ Manager Arsham Imani. "Now there is only one device to manage. That makes it easier for search marketers to target increases in mobile or tablet traffic, or to drive lower cost-of-click rates.”

He touted Kenshoo's new algorithms as making bid management easier but said the real impact of the introduction of Enhanced Campaigns was yet to be fully digested by the local market.

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