The world's greatest marketing cocktail party August 1-2
Google is RAISING stupidity tax today, by introducing Enhanced Campaigns.
Wall Street has not been happy with Google, because Google just missed their 2nd quarter 2013 targets.
These two events walk hand in hand. In fact they've just eloped.
Bid prices are sliding downward because of mobile phones. The ground is shifting beneath Google's feet so they're doing a land grab.
The land grab is "Enhanced Campaigns." It's where Google lumps mobile devices together with PC's and tablets, seizing more control of where your ads show. This is a way for them to charge you more money for clicks from mobile devices.
It's the oldest game in the world. Google has always been doing stuff like this.
Cheap clicks on mobile-only are a thing of the past now.
This will be a field day for consultants and savvy AdWords advertisers who are up on what's going on. If your competitors are asleep at the wheel, their conversion rates just went down.
One thing I see as a MAJOR advantage - which ONLY advanced marketers will grasp - is a new ability to adjust bids based on geography.
I have done extensive analysis of my own database with Ben Morris, and we know, for example, that people in Hinsdale Illinois (a posh suburb of Chicago) are 20 times more likely to become my customer as people in Bellwood (a ghetto).
Enhanced campaigns make it much easier to bid 20 cents in Bellwood and $2.00 in HInsdale. Nationwide marketers will do VERY well to pay attention to such things. Enhanced Campaigns will help this item.
Enhanced Sitelinks also give you more bells and whistles than before.
There has been a huge outcry about this all over the web - but Google needs a short term revenue boost so they're coming to soak it from YOU.
The bottom line:
1) This is a mixed bag and it's bad if you're not paying attention. It can be a win for you if you DO pay attention. It's a change of rules.
2) In the next few weeks, we will do a review of Enhanced Campaigns for Mastermind Club members. There will also be a flurry of activity in the private Mastermind Club forum.
I urge you to join. At $99 a month it's the best community out there for online marketers, easily pays for itself by saving you from one mistake. In a world where one mistake can cost you five thousand dollars, I can't imagine not having this group at your fingertips.
--> As ninja MM member Jeff Martyka advises, a simple starting position is to set "Mobile spend = negative 100% of Desktop spend."
However the right number for you may be 40% or 70%. People do a LOT of searches on Mobile. A LOT.
With Google, always sleep with one eye open.
Perry Marshall
P.S.: Mastermind Club & Mastermind Private Forum will focus extra attention on Enhanced Campaigns in coming days. Members get instant downloads of David Rothwell's May presentation on EC. Also by Larry Kim of Wordstream. Get instant access
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