A new update to AdWords will help marketers target their ads to reach multi-device users by time of day, location and access point.

Brands developing internet marketing campaigns with paid search in mind may be interested in Google’s enhanced AdWords features that were introduced yesterday. The search engine says the update will help marketers manage online campaigns in today’s multi-device world. According to a recent report released by Google, approximately 90 percent of internet users move seamlessly between their devices to accomplish a single task.

Today, people use a variety of devices – personal computers, laptops, tablets, smartphones, televisions and hybrid devices. The lines between these technologies continue to fray, creating demand to reach prospects in unique ways on whichever device they prefer to use at the moment. Google’s enhanced campaign feature on AdWords gives marketers the opportunity to target internet users by device. If a person searches for a flower delivery company, and that business uses AdWords to reach customers, the campaign can deliver an ad based upon the access point – one that converts PC users and one that engages mobile device consumers.

Perhaps what makes this enhancement so great is that the flower delivery shop can weave together its many online ad campaigns through AdWords and manage interactions and lead generation across all devices. The feature would help brands reach their target markets with the right ads based on context like location, time of day and device type, making paid advertising online an intuitive process. Here’s a breakdown of the three major updates:

  • Enhanced campaigns help brands manage their strategies and budgets for a multi-device world.
  • Marketers can show unique ads without having to edit each effort for every potential device, location or time of day in mind.
  • The new feature allows users to count calls or app downloads as conversions in AdWords reports.

Brands that already use AdWords to reach new and existing customers online, or companies that have just started, the new features strengthen the power of paid search marketing. As consumers become increasingly connected to the web across numerous devices, the opportunity to interact with prospects in resonating ways also rises. Clearly, this trend helps businesses build brand awareness, but also provides marketers with a single basic function – search marketing generates leads. According to Webmarketing123, approximately 26 percent of B2Cs and 20 percent of B2Bs say PPC has the greatest impact on lead generation.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.