- The new Google program, "Enhanced Campaigns," pushes advertisers to buy specific keywords across multiple devices rather than one platform at a time.
- For some advertisers, this move seems like a forced hand to buy keywords on devices they don't want to advertise on, which could drive up prices for other advertisers who really do want those keywords.
- Google does offer the option to opt out of mobile if the advertiser chooses.
Anymore, it's hard to imagine too many reasons why marketers wouldn't want to spread their spend across devices with so much traffic coming from mobile. That being said, more options to customize ad spend are always appreciated because no two businesses or campaigns are the same. Despite the naysayers, this move by Google will likely pay off in the long run by catering to a large group of advertisers who do wish to buy keywords across multiple devices.