October 15, 2013: Kevin Lee was quoted in the 10/14/13 Wall Street Journal article titled “Key Word for Google? Advertising. Enhanced campaigns are designed to help.”
The article notes that (enhanced campaigns) “altered the rules of Google’s keyword auctions, where advertisers bid to put their ads in Google searches. Under the new policy, advertisers can no longer bid on keywords for separate devices. Tablet computers are treated the same as desktops. Meanwhile, advertisers’ control over smartphone bids is now more limited. Google made the change to address a fundamental problem: More of its searches are coming from mobile devices, but ads on mobile devices are cheaper, because they generate less-valuable clicks. Goldman Sachs estimates that on average, Google’s mobile ads sold for 35% less than desktop ads in the third quarter.
Combining tablets with desktops should boost prices, said Kevin Lee, who noted that “tablet bids were 20% to 40% lower than for desktop clicks for our clients,” he says.
Read the full article on the site of the Wall Street Journal. For more on Enhanced Campaigns, read Google Enhanced Campaigns, Tablets, and the Future of Usability, by Didit’s Chris Bell.