Google's Enhanced Campaigns brings fears of higher CPC

02/11/2013 | MediaPost Communications

Early reaction to Google's Enhanced Campaigns feature suggests that unifying AdWords across a variety of devices will cost advertisers more. "We expect Google's enhanced campaigns to accelerate mobile adoption, which could create more competition -- and potentially higher cost per click," says Kenshoo Search GM Will Martin-Gill. Mella Media mobile lead Jordan Greene predicts artificial inflation because of mobile/desktop conflation, adding that advertisers "will potentially need a good amount of labor to adapt their existing campaigns into 'enhanced' shape."

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