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Changes In AdWords

|Includes:FORM Holdings Corp. (FH)

I just got an email from Google today:

Upgrading to enhanced campaigns


In February 2013, we announced improvements to AdWords called enhanced campaigns. Today's consumers are constantly connected and using many different devices, so we've developed enhanced campaigns to help you reach them more easily and effectively.

We're writing to remind you to upgrade your campaigns by July 22, 2013. As you might already know, all new campaigns that you create will be enhanced campaigns by default. Starting July 22, 2013, we plan to upgrade all current AdWords campaigns to enhanced campaigns.

We're working hard to make it faster and easier for advertisers to upgrade so you can start to use all of the new features. This week, we started to roll out the Upgrade Center which provides you with:

A custom dashboard to show the exact upgrade status for all your campaigns
Suggestions for which campaigns to upgrade or merge
A setup flow to help you merge campaigns
Click to enlarge
Click to enlarge

If you click the link above, which I had not seen, there is the following point:

Smarter ads optimized for varying user contexts
People on the go or near your store may be looking for different things than someone sitting at their desk. With enhanced campaigns, you'll show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.

Example: A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC - all within a single campaign.

I don't know if this is the alleged "work-around" - doesn't seem like it to me.

Here is something else:

Context matters

AdWords has always allowed you to reach potential customers based on their intent. That's what makes it so effective. But now AdWords also lets you capture the power of context. Context such as location, time of day, and device matter and provide you more opportunities to reach people with more relevant messages.

Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

Stocks: FH