Google has overhauled its AdWords system to better enable advertisers to target Internet searching on mobile devices such as smartphones and tablets.
The search giant noted in a blog post this week that the “enhanced” AdWords platform will allow advertisers to target consumers based on their “location, time of day and device type, across all devices without having to set up and manage several separate campaigns.”
The move is an attempt to by Google to keep its flagship sponsored search platform relevant in the shift from PCs to mobile devices. This transition was seen as largely responsible for a 6 percent decline in Google’s average ‘cost per click’ last quarter.
The “enhanced” campaigns will roll-out to advertisers as an option over the next few weeks, Google said, with all users expected to be upgraded by mid-year.
“Enhanced campaigns represent the biggest single change to the basic structure of AdWords campaigns in the past 10 years,” Larry Kim of WordStream, a search marketing agency, told the Financial Times.
“Mobile search has been growing incredibly quickly – it’s actually expected to outpace desktop search by next year. But Google has had a big problem monetising that traffic.”