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AdWords Enhanced Campaigns: What You Need to Know
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AdWords Enhanced Campaigns: What You Need to Know

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The rollover date for all Google campaigns to upgrade to Enhanced is coming fast. Are you ready? …

The rollover date for all Google campaigns to upgrade to Enhanced is coming fast. Are you ready?

Learn what the new format has to offer in this summary presentation. This was pulled together from a list of resources and has filtered down for the most important new developments.

Published in Business , Technology
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Transcript

  • 1. Google AdWords EnhancedCampaignsWhat You Need To Know
  • 2. Platforms Blending• Search Intent now trumps platform• PCs and Tablets combined• Mobile no longer separate campaign6/14/2013 ©2013, Return On Now. All Rights Reserved. 2
  • 3. Bidding: New Options• Can set Bid adjustments by:– Mobile (increase / decrease by ?%)– Specific Location– Proximity to Your Location– Time of Day (bid less after hours)6/14/2013 3©2013, Return On Now. All Rights Reserved.
  • 4. Other Changes to Mobile• Now: Custom Targeted Ad Texts for mobiledevices• Upcoming: Special offers for mobilebrowsers6/14/2013 4©2013, Return On Now. All Rights Reserved.
  • 5. Quality Scores• Weighted average of platform QS’s– DT + Tablet + Mobile– Each weighted according to the associatedhistorical click volumes– Cannot break out QS by platform any more• Google claims this will allow for increasedROI– Because they will vet out where the clicksshould go– We shall see how it works…6/14/2013 5©2013, Return On Now. All Rights Reserved.
  • 6. Better Call Tracking Built-In• Enhances existing call tracking• Google’s script must be present• New lead scoring features– Differentiate between leads and inquiries– Call duration can be a key indicator6/14/2013 6©2013, Return On Now. All Rights Reserved.
  • 7. Issues: Upgrading LegacyCampaigns• Complex process to migrate and mergecampaigns targeting disparate platforms• May impact keyword targeting as much asbids• Plan ahead to avoid errors6/14/2013 7©2013, Return On Now. All Rights Reserved.