Dear Google, how about OS targeting? Programmatic search?
In light of the recent updates to device bidding in AdWords, columnist Kevin Lee suggests ways in which Google might build on these changes to make the platform even more valuable to advertisers.
Hey, Google — thanks for giving us bid modifiers for tablets and smartphones (mobile devices with full browsers). It’s great that we can once again set bids intelligently based on the data around the relative value of the searcher and the relative relevance of our offer to the searcher.
Make no mistake: returning this measure of control to us is a huge deal. For many advertisers — particularly larger ones spending in excess of $100,000 per month — it’s well worth the hassle to calculate and re-calculate the bid modifiers by device type. I’m guessing you knew already that larger advertisers like extra control (because they have data sets large enough to mine information about bid modifiers).
Of course, you also know that this will increase yields (you’ll make more revenue per SERP [search engine results page]), so it’s a win-win. Plus, many of the more sophisticated marketers also use bid modifiers based on location, time of day and audience.
Here’s the problem, Google. I don’t think you went far enough. So please hear two additional, modest requests on behalf of the marketers buying clicks from you.