“Know your audience” has stood as a fundamental marketing principle since long before the web. When advertising online, you need to take into account one of the most basic factors of the audience you are reaching: what devices they are using. The most popular online advertising platform, in use by marketers of all sizes, is Google AdWords. Up until early 2013, AdWords allowed advertisers to set up separate campaigns to target mobile devices. Best practice generally entailed targeting mobile, desktop and sometimes tablet users in unique campaigns. Then, in a bold move to push the importance of mobile usability (some would say to drive up its own revenue), Google announced it would no longer allow campaigns to target by device, as part of what it called “enhanced” campaigns. Pay-per-click (PPC) managers made outcries about Google’s forced decision 1 to remove control from advertisers, even cautioning people against upgrading immediately 2 as the option became available to do so. A year later, the dust has settled somewhat as advertisers have adapted to the new campaign format
↧