What exactly are AdWords Universal Campaigns?

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"Reach customers at the right time, across all devices, with even more relevant ads." That's how Google defines the value proposition for its new AdWords campaigns. And at first glance, it seems like a win-win situation. Advertisers will be able to better target their customers, and users will be presented with the best search results, wherever they are and whatever device they're using. So, are AdWords Universal Campaigns really beneficial for everyone? Let's take a look at some of the answers below!



Let's start by looking at what these new hong kong mobile database consist of. Several are highlighted by Google to promote its new updates. Let's review them:
The user takes precedence over the device The first element, which is also the biggest novelty of these new campaigns, is the fact that Google is putting the consumer back at the center of the Adwords strategy. This follows the logical evolution of our way of consuming the web, we no longer connect from a single location on a single computer. To better reflect reality, Google is emphasizing its multi-screen strategy to better track the different devices that consumers use (PC, Tablets, Smartphone, laptops, etc.). To simplify, Google will no longer rely on cookies but on the user profile common to the Google environment (Gmail, YouTube, Chrome, etc.), regardless of the device they use as long as they are connected. This therefore allows advertisers to be able to attribute the right source of traffic to each conversion, which is very useful if you want to subsequently optimize your advertising spending.

Universal Campaigns - User over medium
Scenario:
Let's imagine I'm searching for a product online. After clicking on an AdWords ad, I go to a store. Once there, I scan the product's QR code and compare the price online. I notice that the online offer is more advantageous. So I decide to make my purchase on the website, I fill my cart but for one reason or another I can't pay via my smartphone. When I get home, I grab my tablet, I find my product via a search engine and I make my purchase on my tablet. In the end, I will have a single conversion attributed to a single user. This conversion will be attributed to the first or last click, depending on the predefined attribution model.
Combining this conversion tracking model with the new auctions allows advertisers to better manage their budgets and campaigns across different platforms. Within a single campaign, it will be possible to manage bids based on time, platform, location, and more.

Universal Campaigns - Mobile-specific biddingScenario:

Let's imagine a pizzeria owner who advertises his restaurant through AdWords. He wants to reach people within a 1 km radius of his restaurant who are searching on a smartphone. Bid adjustments allow him, for example, to increase bids by 50% for people within a 1 km radius, reduce bids by 50% during closing hours, and increase bids by 25% for searches made on a smartphone.