Enhanced Campaigns No Longer Allow Targeting Based On Device Manufacturer, OS, or Carrier

July 29, 2013

In addition to the three device targeting changes previously mentioned in regards to Google’s new enhanced campaigns:

we’d also like to highlight a new fourth change:
  • Device and manufacturer targeting no longer possible for mobile devices
Prior to the release of enhanced campaigns, advertisers had the ability to only target certain device manufacturers, operating systems or wireless services. This could make a big difference, especially since many apps are only IOS or Android, but not both (or have different download addresses for each). Now, rather than ads only appearing to those users using supported devices, ads will have to appear to all users, regardless of whether their device supports the site or app or not. 
In addition, within the Telecom industry, this has other ramifications. While before, an AT&T could specifically target Verizon users (or just non-AT&T users), they now have to advertise to all carriers’ users at once… including their own. This makes message targeting harder and leads to superfluous spend for the advertiser (obviously you don’t need to tell an AT&T customer to switch to AT&T or an iPhone 5 user to get an iPhone 5). 
While we realize that all of these changes will lead to increased revenue for Google, all of them also amount to decreased effectiveness for the advertiser and lower ROIs across the board (some of which we’re already seeing for our clients who should not be advertising on tablets and now have no choice).  Google’s motto has always been “Don’t Be Evil.” We encourage them to balance the needs of advertisers with Google’s own desire to increase revenue – as their earlier years have shown, good customer service can lead to far more traction and spend than practices that hurt businesses.

{ 1 comment… read it below or add one }

Dan July 29, 2013 at 3:02 PM

We are desktop only software (for now) and even with mobile excluded we are paying 40% more for the same number of goal conversions we had before the change. That’s a lot of superfluous tablet clicks… generating no conversions and higher bounce rates. Google have messed up on this.

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