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Google rolling out AdWords management for multiple devices

John Ribeiro | Feb. 7, 2013
Google is rolling out a new version of AdWords that will allow advertisers to manage and bid for ads across computers, smartphones and other devices within the same campaign, in a bid to simplify mobile advertising.

"Advertisers can no longer create separate campaigns for desktop, smartphone and tablet targeting, but will instead be able to add a mobile modifier at the campaign level to modify bids on smartphone traffic," said Bill Mungovan, a director of product marketing and strategy for Media & Advertising Solutions at Adobe, in a blog post.

"Google has made a clear statement to its advertisers: tablets aren't mobile. But they've taken it a step further and effectively said that tablets are desktops." As cost-per-clicks are currently lower on tablets than on desktops, revenue-per-search for Google will go up as it will now be calculated on combined tablets and desktop traffic, he added.


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