“Campagne potenziate” AdWords, ovvero come ti risollevo il CPC medio

Antefatti

1. 3 Mobile Trends Every Search Marketer Must Know
2. Paid Search Growth Continues to Slip, CPCs Down But ROI Improves in Q3 2012
3. Google: Paid Clicks Up 34% While Cost Per Click Down 8% YoY
4. Google’s Big Cost-Per-Click Question [Earnings Call]

La mossa di Google

• Enhancing AdWords for a constantly connected world
• AdWords Enhanced Campaigns (in italiano: Campagne potenziate AdWords)

Il succo (al netto della fuffa)

Thus, tablets and desktops will be grouped together, rather than treated as separate devices as they have been. Advertisers who have gained efficiencies from targeting tablets separately from desktops will now be forced to pay desktop CPCs, and that transparency around tablet performance will disappear.

Inoltre:

desktop is now a built-in foundation to AdWords — there is no way to have a mobile-only campaign.

Infine (ciliegina sulla torta):

Targeting at the operating system level will no longer be available.

I dettagli qui: The Big AdWords Update: Enhanced Campaigns Puts The Focus On Mobile

Le reazioni a caldo degli inserzionisti e di chi si occupa di search advertising (esempio) potete leggerle in questo momento su Google+ e/o Twitter seguendo gli hashtag #AdWords o #EnhancedCampaigns.

Questo post è solo per fare i miei complimenti a Google Money™: bella mossa, no, dico sul serio. Montgomery Burns vi fa ‘na pippa.