谷歌能否阻止移动广告价格下跌颓势

    当然，借助Google+社交网络以及拥有超过7.5亿用户的安卓操作系统，谷歌已经为移动广告的蓬勃发展打好了基础。理论上，这些产品将会使谷歌通过多种渠道轻而易举地在各种各样的设备上推行广告，不过目前尚未得到实实在在的回报。Google+的用户可能超过5亿人，不过只有1.35亿用户会每月回来看看。（这与Facebook多达10亿的用户基础比起来相去甚远。）

    其他诸如Enhanced Campaigns这样的产品应该可以让谷歌的移动广告业务向前推进。去年2月推出的Adwords关键词广告的新功能让营销人员更容易地实现跨平台、跨设备宣传。Enhanced Campaigns的作用是让营销人员更轻松灵活地跨平台和跨设备营销，作为交换，他们也给了谷歌对广告价格更多的控制权。费德里克森表示，Enhanced Campaigns的确在阻止谷歌上季度每次点击费用的迅猛下跌中起到了很大作用。也就是说，如果不是它，情况可能更糟糕。

    不过，关系到广告业未来的加州山景城远未到悲观失望的地步。Facebook在美国移动设备广告市场中拥有近29%的份额，占领了市场老大的地位。不过，eMarketers预计谷歌将从明年起抢过头把交椅。简而言之，随着顾客越来越依靠移动设备来购物、以及使用并创造内容，谷歌将在这个不断发展的市场中获得越来越有利的地位。（财富中文网）

    译者：严匡正

    Certainly, Google has laid the groundwork for a mobile ad boom, with its Google+ social network and popular Android OS, which has over 750 million users. In theory, these products should allow the company to easily push ads through to a wide number of devices via multiple channels, but tangible returns aren't there yet. Google+ may have over 500 million members, but just 135 million of those return to the social network each month. (A far cry from Facebook's 1 billion-strong user base.)

    More products like Enhanced Campaigns should improve Google's mobile ad push moving forward. Rolled out last February, the AdWords feature lets marketers more easily advertise across different platforms and devices. In exchange for Enhanced Campaigns' ability to more easily and dynamically market across different platforms and devices, marketers give Google more control over ad prices. Indeed, Frederickson says Enhanced Campaigns played a big role in preventing a sharper decline in cost-per-click during Google's latest quarter. In other words, it could have been worse.

    But it's far from doom and gloom for Mountain View where the future of advertising is concerned. With nearly 29% of the U.S. mobile display ad market, Facebook (FB) may have the largest share, but eMarketer expects Google to take the lead beginning next year. Simply put, as consumers rely more and more on their devices -- for purchases, as well as content consumption and creation -- Google in particular will become increasingly

    better positioned to reap the benefits from a developing market.