This week Google announced that enhanced AdWords campaigns will allow for mobile bid boosts/adjustments at the Ad Group level. That change goes a long way to giving marketers the control they desire with regard to the level of aggressiveness in pursuing the smartphone customer. The same announcement also clarified/changed the data of automatic “upgrade” to July 22 from previous reports of a June deadline. That’s great for marketers who don’t currently have a good user experience for tablet traffic and need to build tablet-friendly sites.
The data supporting marketers in their efforts to serve smartphone customers continues to mount. If Google and Nielsen’s research and separate research from Pew Internet is to be believed, you are very likely under-investing in mobile search, even if your business is an Internet pure-play. Google has a lot to gain from increased interest in smartphone mobile advertising, so there might be a bit of bias built into its methodology, but Pew Internet studies have long been considered to be fairly well constructed. Measureable conversions are challenging to tie back to smartphones and only the largest campaigns can do longitudinal or geographic split tests to try to tease out the exact materiality that a smartphone search experience has on influencing the eventual sale. Yet all of us know from our own use and from within our marketing gut that smartphone clicks are a bargain, even though we can’t always prove it.
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