Changes to Google's search ad system spell higher costs for marketers

06/18/2013 | MediaPost Communications

Search advertisers face rising costs per click as Google migrates its ad business to Enhanced Campaigns, because the system requires marketers to bid across mobile, tablet and desktop channels all at once, according to an analysis from Adobe Systems. Marketers have typically used separate campaigns for each channel to control costs. Adobe's analysis found that CPCs for Google have risen 6% since March.

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