Link to article:
Google's AdWords Update: Are Desktops the New Fax Machines?
Google is one of the world's most successful companies, and one of its most forward-looking. So its announcement that Google AdWords' separate platforms for mobile devices and desktop environments have merged, with a new emphasis on mobile computing, means that the mobile/desktop convergence has already happened. And that Google is betting that mobile will play the dominant role. Smart observers wonder if this means that desktop computers are becoming an obsolete technology like the fax machine. Advertisers are deciding whether to just freak out, or start slitting their wrists.
Excerpt: "When AdWords was developed, people only worried about ads delivered from websites to people sitting at a desk in front of a computer. No one cared about phones, tablets were not on the market, and notebooks weren’t useful Internet devices unless they were connected to a wall, just like a desktop.
Over the last 10 years, the variety of devices and interfaces has increased dramatically, and AdWords has evolved to keep up, adding features, and offering campaign managers more options and ways to manage campaigns.
The problem is, like any IT project gone awry, it’s gotten out of hand. Ask any developer 'Is it possible?' and invariably, the answer is 'Yes but…' In Google’s case, whatever was requested usually got built. AdWords evolved like a really inspiring dev version of a Frankenstein experiment, built to address all the possibilities asked of it.
But on Wednesday, Google addressed this problem and changed the landscape when it announced it had to move on, even if we weren’t ready; the AdWords platform couldn’t continue to scale to add more device types and options ad infinitum. So, they took an ax to the options, and simplified everything into a campaign management interface called Enhanced Campaigns.
Few companies in the world consider the future the way Google does. If you take a long-term perspective, Google’s Enhanced Campaigns launch may indicate their belief that the decline in desktop search — first seen in October 2012 – is going to become an even stronger trend."