Comments on: Google stands by decision to end tablet-based ad campaigns

By: Richard Stokes

Richard Stokes — Fri, 15 Feb 2013 00:12:55 +0000

For the most part, more granular targeting which only benefits the agencies and other gurus who thrive on unneeded complexity. I admit there may be some situations when tablet targeting might be useful, but it’s an edge case.

The explosion of Internet advertising channels is a much bigger problem for most marketers as it eliminates the economies of scale and raises our management costs.

By: Jeremy J Brown

Jeremy J Brown — Thu, 14 Feb 2013 23:41:04 +0000

Separate bids for tablets (like they are doing for mobile phones) would alleviate lots of concerns.

In the aggregate, Google may see “similar” performance for desktops and tablets, but it’s not exactly the same and it can vary from advertiser to advertiser. We have some clients where tablets don’t convert well at all (think B2B lead forms) and we have others where we would love to bid in the 80-110% range depending on performance.

Enhanced Campaigns are a good step forward and will bring additional efficiencies. However, they still need some tweaking and separate tablet bidding is a must.

By: Larry Chandler

Larry Chandler — Wed, 13 Feb 2013 01:08:42 +0000

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By: Jim Banks

Jim Banks — Wed, 13 Feb 2013 00:53:38 +0000

This should have been rolled out at the same time as Universal Analytics for everyone and with perpetual free mobile/responsive web sites currently free for a year as part of their Howtogomo initiative with Duda Mobile, but I suspect the take up was lower than expected and they felt compelled to push the button.

Nikesh is no stranger to controversy, he was the man responsible for the removal of the “agency discount” that enabled agencies to grow their businesses (and Google’s) until they tipped over 50% of the market and then withdrew that and replaced it with “best practise funding” to make it a “fairer auction” for all advertisers, and despite strong protests they persisted with it and the agency world has continued to grow without any slow down.

It’s likely to lead to a need for sharper campaigns and an overhaul of the context of campaigns and a DEEP dive into analytics to see exactly how those tablet users perform.