In early February, Google introduced Enhanced Campaigns, which it described as an “evolution” of AdWords. While embraced by some advertisers, others do not like the direction Google has elected to take.
Microsoft, Google’s competitor in the space and a frequent critic of numerous Google practices, has now laid out its policy aimed at attracting advertisers who don’t like Google’s new model.
Which model do you prefer: Google’s or Bing’s? Let us know in the comments.
If you’re still unfamiliar with Enhanced Campaigns, here’s a look:
David Pann, GM of Microsoft’s Search Network, spoke to advertisers at a San Francisco Forum to address concerns Microsoft Advertising has heard around whether Bing Ads will go down a similar path as Google with Enhanced Campaigns. This is a legitimate concern, considering how Microsoft has been openly adapting other models that Google has embraced.
Microsoft is not going down the Enhanced Campaigns path ,however.
“While Enhanced Campaigns may seem to provide greater management efficiencies and improve mobile traffic, our customers have expressed worry that this change may in fact bring inefficiencies for more sophisticated advertisers or those with specific targeting needs,” a spokesperson for Microsoft tells WebProNews, echoing sentiments shared in a blog post from Pann.
During the forum, Pann expressed a commitment to “making it simple for small business advertisers to participate across devices while at the same time, enabling more sophisticated advertisers to have the fine grain targeting controls they require.”
Pann expands in the blog post:
At Bing Ads, we believe very strongly in giving advertisers the tools and flexibility to control their spending, target the most relevant audiences, and ensure they can get the best return on investment. We do not believe bundling mobile, desktop and tablet advertising together in an opaque manner is in the best interests of our customers.
Our own customers have been concerned whether we would sacrifice control for convenience, and our answer is no.
We are committed to reducing friction by providing advertisers with the transparency and controls needed to maximize campaign effectiveness. We strive to make it simple for small business advertisers to participate across devices and more sophisticated advertisers to have the fine grain targeting controls they require. Our stated goal of providing advertisers the ability to do in 15 minutes what it takes them 45 minutes to do on Google, should not
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