Google's mobile revenue issues persist as Enhanced Campaigns deadline looms
Enhanced Campaigns is Google’s attempt to address low cost-per-click rates in mobile by lumping paid search campaigns for smartphones and tablets in with desktop. This means that marketers either need to have servers capable of delivering content to mobile users or embrace responsive design.
Monetizing mobile continues to be an issue for Google, with second-quarter cost-per-click rates dropping two percent compared to the previous quarter even as the company reported six million marketers have switched to its new Enhanced Campaigns, which is meant to drive CPC rates.
With the deadline for Enhanced Campaigns on Monday, July 22, some marketers have been furiously integrating mobile and desktop content or moving to responsive design. However, many others have not fallen in line yet, meaning mobile users could have a harder time finding what they are looking for in the near term.
“Google is trying to get companies to focus more around mobile than they have in the past,” said Brian Klais, founder/CEO of Pure Oxygen Labs, Madison, WI.
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