Home  › Marketing › Strategies
largenewgooglelogofinalflat-a

Google Puts Final Touches on System-Wide Upgrade to Enhanced Campaigns

  |  July 19, 2013   |  Comments

More than six million campaigns have been upgraded to AdWords Enhanced Campaigns so far and Google expects to have the remainder of its advertising partners, and their respective campaigns, switched over by the end of this month.

Google is running about a month behind schedule as it shifts ads to a more converged multi-screen platform. More than six million campaigns have been upgraded to AdWords Enhanced Campaigns so far and Google expects to have the remainder of its advertising partners, and their respective campaigns, switched over by the end of this month.

CEO Larry Page calls it "the biggest ever change to AdWords," as the company reported $3.23 billion in net income on $14.1 billion in revenue during the second quarter. Digital advertising has developed with specific features tailored for desktop and mobile, Page says on the earnings call with investors. "This made arduous work for advertisers and agencies and meant mobile opportunities often got missed," he adds.

"I think it's important to keep in mind that Enhanced Campaigns are the largest change we've made in AdWords ever, and it was done pretty quickly…We changed tremendous amounts in how our teams operate, how our advertisers operate, how everyone buys those ads, what the users see, and we've done it pretty well," he continues later in the call.

Nikesh Arora, SVP and chief business officer at Google, shares Page's enthusiasm for the "big, long-term bet that is designed to help advertisers more easily reach customers across devices with the right message, all within one campaign." He adds that Pizza Hut has seen its return on investment from mobile increase by 20 percent.

"They found that mobile click-through rate has increased by more than 60 percent while that cost per order on smartphones has dropped by 17 percent. We believe Enhanced Campaigns does set up our clients and our business really well for the long-term and the move towards a constantly connected world goes far beyond just direct response and transactional marketing," Arora continues.

"As many advertisers have discovered that they were not addressing the mobile opportunity appropriately, they discovered new inventory, they discovered better ROI, and better conversion," he says. "As we get better in terms of being able to provide more targeting and more comprehensive ad solutions for mobility and across all screens, the ROI should continue to improve. We believe mobility provides more context to advertisers in terms of where the users are and where they've been, which will allow for more accurate advertising."

Google's revenues jumped 19 percent from the year-ago period as income grew almost 14 percent to $3.23 billion. Net income was slightly down, however, from the previous quarter's $3.35 billion in profit. Motorola Mobile accounted for $998 million in revenue, holding steady from the previous year as a 7 percent contributor to Google's total quarterly revenue. Meanwhile, the weight and financial burden of Motorola Mobile on Google's books is growing. The unit's total loss jumped from $199 million a year ago to a $342 million bleed in the most recent quarter.

Paid clicks jumped 23 percent from a year ago and 4 percent from the previous quarter, while the average cost-per-click declined by 6 percent year-over-year and 2 percent from the previous quarter. Google ended the quarter with $54.4 billion in cash and 44,777 full-time employees.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...