Mobile CPCs since Enhanced Campaigns

How are enhanced campaigns affecting your mobile CPCs?  If you don't already know, now is definitely the time to take a look at your data.  For some retailers, Adwords mobile CPCs are on the rise, however the important question is whether or not this is a result of enhanced campaigns, or if it is a result of the increased awareness of how dominating the mobile search space really it.  I think both arguments play a major role in the CPC increase, but it is also important to note how this increase will ultimately affects an advertiser's search budget.  As you know, the new Adwords enhanced campaign migration forced Adwords advertisers to shift into a new campaign structure which required desktop, mobile and tablet devices to be managed within the same paid search campaign.  Subsequently, initial results showed that retailers we not experiencing any substantial shift in mobile CPCs compared to previous quarterly results, however closely approaching was our 2013 holiday shopping season.  Comparing year over year trends, retailers saw that overall CPCs were steadily on the rise and mobile CPCs began to exceed desktop CPCs.  The holiday shopping season had definitely played its part in influencing advertisers to bid more aggressively to combat competition as promotions were dominating the search space in November and December 2013, however the dominating industry awareness of Mobile brought on by the Adwords enhanced caused more and more retailers to rethink their mobile strategy and incorporate a more strategic mobile approach into their online marketing plans, making this space very lucrative and prevalent for retailers looking to tailor their marketing strategy to drive offline sales. It will be interesting to see the quarter over quarter variance in mobile CPCs compared to prior year's variances.  This is definitely something to keep in mind when analyzing quarterly data this year; this will definitely help in your planning for the next holiday season.