ENHANCED GOOGLE ADWORDS
CAMPAIGNS ARE COMING – LEARN
So if you’re running your own Adwords
campaigns you’ve probably seen the messages
inviting you to upgrade your campaigns to an
And you’ve probably been avoiding that little blue button
like the plague, right?
Well I dove into this experience yesterday with one of my
clients who has a massive Adwords presence (over 50
campaigns) and started the process of upgrading their
campaigns to enhanced versions.
I won’t try and sell you on why you should do this
(except to say the system will automatically
upgrade everything by the end of June if you don’t)
but the concept behind what Google is doing is
The new enhanced version of Google Adwords merges
the aspects of time, place and devices into a single
campaign, on both the search and display networks, but
gives you the ability to scale your investment based on
any variation of these three things.
You also get enhanced targeting for demographics like
sex and age to allow even further targeting of your ads.
When you think of a woman who is in the CBD searching
for “pizza” at 7pm is a completely different situation
compared to a male searching for “pizza” as 11:30am
from his home in the suburbs.
So the ads (and information carried within that
ad) should be completely different based on
certain logical assumptions; ie the lady in the
CBD is looking for easy and fast takeaway food
while the male searching from home might be
interested in coupons for delivered pizzas.
So the info in each ad can now be completely targeted
based on these two scenarios.
So now you know the concept, you’ve got to actually go
get your campaigns enhanced to take advantage of these
And while Google has made some training materials
(videos, whitepapers, etc) as usual with technical
training there was quite a bit left out.
Suffice to say it took us about 6 hours to figure out how
to merge a unique mobile campaign and unique display
network campaign into a primary enhanced campaign,
and we found lot’s of little issues that the technical
training didn’t cover.
There is a preferred process according to Google
and we followed their suggestions step-by-step,
and of course had to create some work-arounds to
get everything to work.
There were some really stupid things we found like
keyword bids not matching the default cpc bid which
caused the words to be excluded from the update (yes
you’ve got to change the default settings on every
keyword) and renaming all Adgroups before merging
However after we invested this time reverse engineering
the process we found that we could merge 3 campaigns in
about 20 minutes depending on the number of Adgroups
Do yourself a favour and follow us now because we are
putting together a half day training session on “upgrading
your Adwords Campaigns to Enhanced” and will be
conducting these training workshops around Australia, so
keep an eye out for these dates on our website soon.
Don’t waste an entire day trying to figure the
process out. Spend 3 hours with us and you’ll
come away empowered to enhance you Adwords
campaigns quickly and neatly.
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