1. Deep Dive into
Enhanced CampaignsPreparing for EC
Crystal (Anderson) OâNeill
SEER Interactive
www.SEERInteractive.com
2. 30 Second Background:
⢠Lead PPC Division at SEER Interactive
â AdWords & adCenter Qualified Company
â PPC, SEO, Analytics
⢠Began PPC career in 2006
â SEO, Media, Analytics & Biz Dev Background
⢠International experience in B2B, B2C, E-comm PPC
accounts & budgets from a few thousand to six
figures
9. Practice Makes Perfect
Test upgrading to EC to get familiar with the steps and
options:
ď How long it will take you
ď What options you have
ď Where new settings are located
ď How bid adjustments will work
10. Test Yourself
ď Transition an old campaign
ď Create a test AdWords account/campaigns
ďBe sure to create Desktop and Mobile campaigns to
practice merging campaigns
ď Test upgrading with interface and editor
12. Getting Started
Conduct an Audit
ďIdentify which devices campaigns are currently
targeting
ďIdentify campaign settings
ďCheck out geo data â need to setup geo bidding?
ďDo you need to transition sitelinks?
ďWhat about call extensions?
ďDay parting?
13. Getting Started
Conduct an Audit
ďIdentify if you will need to merge campaigns to
upgrade
ďDo you have separate mobile, tablet and/or
desktop campaigns?
14. Create A Plan
ďUse your audit to determine how each campaign
will be upgraded
ďIf you need to merge campaigns 2 important
considerations:
ďPrimary campaign
ďLongest history
ďMost statistics
ďHigher investment
ďQuality Score
ďTry to preserve keywords, ads, landing pages, and device
combinations to keep QS intact (as much as possible)
15. Budget The Time
ď5-10 minutes for basic upgrades
ďExample: Desktop only campaign being upgraded
ďUse Editor bulk when you can to save time
ď25-30 minutes for more complex upgrades
ďMerging campaigns
ďCreating mobile only ads
ďImplementing bid adjustments
16. Donât Forget Details
ďDonât forget about sitelinks and bid adjustments!
ďRemember they can now be campaign or ad group
level
ď25 characters max
ďDonât forget you
cannot have phone
numbers in ads; Use
call extensions!
ďBidding â calculator
example
17. Budgeting
ďIf you have to merge campaigns, donât forget to
merge budgets!
ďTip: Look at budget trends for all old campaigns
to determine where to set your Enhanced
campaign budgets
19. Be Proactive
ďExplain what Enhanced campaigns are
ďBe prepared for questions! Remember that
clients/stakeholders often have only basic knowledge
of what you do
ďDonât focus on only the
negatives; Be sure to
share the benefits of
Enhanced campaigns
ďGood opportunity to
âupsellâ
20. Set Expectations
ďProactively address how performance may be
affected
ďIf you had opted out of tablets before due to poor
performance, what will happen now?
ďIf you had mobile only campaigns before, and they now
must run on desktops/tablets, how do you anticipate
performance to be affected?
ďThink about what re-training is needed
ďSeparate campaigns are no longer needed
ďManaging bidding will change
ďDevice targeting will change
21. Post Upgrade Plan
ďDonât set and forget (brand new baby â image?!)
ďMonitor performance closely
ďKeep an eye out on CPCs
ďKeep an eye out for how your traffic is splitting
ďBudgets
ďBe proactive in sharing results
ďBe proactive in creating plans for optimizing and
testing as you aggregate data
22. In Summary âŚ
ďDo your research
ďTest upgrading
ďConduct an audit
ďPrepare your plan
ďExecute your plan
ďSet expectations
ďHave a post upgrade plan