As search engine marketing progresses from an emphasis on technology to an emphasis on user relevance, companies need to be aware of how the search engine views their website. According to the MediaPost blog, Google is no longer targeting screens; instead it has moved on to seeing larger context.
MediaPost states that marketers have seen this change coming for a while. The development allows users to have unified desktop, tablet and mobile AdWords buying, thus tackling the mobile challenge previously faced. This may lead to more mobile sales for companies. While customers were online researching products and services with their smartphones or tablets, many were buying products elsewhere. Therefore, the conversion rate may rise, especially since the Enhanced Campaign emphasizes context and conversion.
Search Engine Land also points out that it used to be best for marketers to create separate mobile and desktop targeting, but the new model offers complex options to make the targeting efforts synonymous. It’s important to pay attention to geotargeting options to make the mobile aspect of the campaign more useful. Marketers will have more control over bid adjustment, vastly improving the campaign’s overall use.