Tim Chambers:

A big and important change…

Originally posted on Gigaom:

With more people jumping from laptop to tablet to smartphone, Google(s goog) has decided it’s time to tweak Adwords to make it easier to manage advertising campaigns targeting each of those platforms.

Nexus 7, tabletsThat’s the idea behind its new Adwords Enhanced Campaigns, according to a Google blog post. The unstated rationale is that click rates for mobile ads aren’t exactly setting the world on fire. Google, like Facebook(s fb), has a mobile problem. It needs people to click on the ads on their phones and tablets and it needs to find a way to wring more dough out of each click.

Here’s the example Google uses:

“A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches…

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