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Google focuses on going mobile with AdWords revamp

Retooling aims to allow advertisers to manage bids for ads across a variety of device platforms as consumers increasingly turn to tablets and smartphones to access the Web.

As people turn more to mobile devices to access the Web, Google is retooling its AdWords service to keep up.
Jared Kohler/CNET

As people increasingly turn to mobile devices for their Web consumption, Google has decided to revamp its keyword advertising service to make it easier for marketers to reach target audiences on different devices.

Google's AdWords Enhanced Campaign aims to make it easier for advertisers to manage bids for ads across a variety of device platforms, locations, and times, the Web giant announced in a company blog post today. AdWords allows advertisers to bid on a given keyword and win premium placement with search results.

Google's goal in retooling AdWords -- a chief money maker for the company -- is to boost its mobile revenue at a time when the Web giant has seen its cost per click fall for five consecutive quarters after two years of gains. Like Facebook before it, Google is grappling with how to get users to keep clicking on ads when accessing the Web via a variety of devices.

"This is a first step to help you more simply and smartly manage your ad campaigns in today's multi-device world," Sridhar Ramaswamy, senior vice president of engineering, wrote in the blog post.

Google gave the following example of how it envisions the new campaigns working:

A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.

The enhanced campaigns will also feature ads that are optimized for devices, complete with appropriate ad copy, links, and app or extension, Google said. They will also allow companies to analyze the performance of their campaigns.

The new tools are expected to roll out to advertisers during the next few weeks.