As the other search engines perpetually scramble to catch up with Google, Google’s Enhanced Campaigns now starts to move Adwords away from the point towards which the likes of Bing and Yahoo were converging towards. Google have dropped a bombshell that really moves away from increasingly granular targeting, and towards a more holistic and simpler system, opening up their audience from PPC specialists to the local shop.
Even more importantly, by moving away from what was becoming a level playing field in terms of targeting options across the search engines (the Bing Yahoo! Network now has mobile and tablet targeting as well as implementing site links in the coming quarter), Google can now resolutely stand out and once again have a PPC system with a unique selling point, namely, one campaign to find your audience across multiple screens.
Partly a solution to decreasing CPCs, Google’s enhanced campaigns update may also be a reaction to Bing Ads’ ‘Import from Google’ functionality. Via the Google API, Bing would simply allow a Google advertiser to log into AdWords, select accounts and campaigns to upload into Bing and then merge across the settings. So many settings of enhanced campaigns are changing such that Bing may no longer be able to use this tool as a quick win to migrate Google AdWords users to the Bing platform. Therefore, Google may be hitting back at Bing’s abuse of their API and Bing’s attempt to grow market share.