Last week Google released a native app for monitoring and managing AdWords campaigns. We spent some time to see how useful the app will to manage our client portfolio.
Initially this app is available to Android devices running 4.0 or later, with the iOS version coming out soon.
The mobile Adwords app covers the basics of account management and monitoring
This new app allows for some basic functionality (bids, campaign status edits, opportunity and more), but nothing to accommodate the heavy lifting such as creating campaigns, exploring advanced metrics or filtering the results. But that’s okay, that isn’t expected in a mobile app and probably not the main focus of the Adwords mobile application.
The objective, according to Google is more around:
- View campaign stats
- Update bids and budgets
- Get real-time alerts and notifications
- Act on suggestions to improve your campaigns
- Call a Google Expert
Looking at the features, you get a pretty good idea of what Google is aiming at for the mobile application. It truly is meant as a mobile companion to your Adwords interface, allowing for simple and quick monitoring of Paid Search activity, and ensuring the campaigns run smoothly whilst out of the office.
One of the main limitations we encountered is that there aren’t many options to display advanced metrics, such as impression share. It’s also worth noting that the opportunities shown are not always actionable within the app: I can lower bids for a campaign or raise budgets for some campaigns, but that’s about it. For anything more than that, the recommends the user to review any further suggestions from the desktop version of AdWords.
Google clearly appeals to small and medium business
With an “on-the-go” focus, I would have liked to see keyword research as an option. Not with the intention of putting together a full keyword structure for my accounts, but more of a quick way to pull some keyword data when in a meeting with a team or a client.
With this mobile app, Google clearly appeals to small and medium business, with a simplified and action-focused version of its search platform. This is especially clear with the focus on its support features such as direct calls to Google experts. With this, small advertisers will be able to gain simple insights without having to research hours into the topic.
In the end, the app falls back on being a nice complement to the desktop version.
It’s definitely a step in the right direction.