In an effort to improve mobile monetization, Google recently announced that it will require current AdWords customers to pay one rate for ads on both PC and some mobile devices, notably tablets. Google also announced that it will no longer break out tablet from PC in its campaign reporting. Reportedly, these moves are an attempt by Google to boost mobile ad revenues and capitalize on the shift in Google searches from PC to mobile. The move currently applies to search, but a similar move for display is sure to follow. The question has to be asked: are Google’s moves in the best interest of the advertiser? Why do advertisers need to pay for a market that does not yet exist and why should advertisers lose transparency? While consumer engagement and ad dollars are flowing to mobile; publishers, agencies, advertisers, and networks are still learning the downstream impact of mobile advertising, leaving one to wonder: why take away transparency except for personal gain?
It’s a strong statement that Google’s algorithms decide where your campaign should run, and how much you should pay – not you or your agency.
The technology to understand mobile audience insights exists; it’s transparent, successful, and advertisers are demanding it. Google’s move to raise prices and broaden distribution without regard for strategy harms the sophisticated marketer who knows how to find value. User behavior is different on PC vs. tablets, so shouldn’t pricing be different as well? Maybe the CPCs are converging, but until then why not let the marketers find value opportunities?
We know that value and ROI differ based on platform. That’s why we, at Jumptap, allow advertisers to execute campaigns that way. Each device offers a unique opportunity to connect with an audience, whether its leaned-back, leaned-in, on-the-go, in the home, or for any multitude of tasks.
As mobile engagement and ad spend accelerates, and new technologies allow us to provide greater relevancy and real results, let’s not throw away innovation for trust solely in a ‘black box’. Your choices are not limited, regardless of what others may restrict you from doing for their benefit. At Jumptap, we strive to understand mobile audiences better than anyone else, to target audiences that positively impact sales, and to deliver results through transparency and neutrality. At the center of this strategy exists two factors: your brand and the consumer. The moment you let someone else insert them into an obscure strategy is the moment you fail.