This presentation outlines the new features included in Google's Enhanced Campaign feature. These allow the marketers to advertise on all devices in a more efficient manner with their Adwords programs.
Why Change Enhanced Campaigns?There has been con,nuous and rapid evolu,on within the mobile, tablet and laptop markets. Google has been forced to adapt to these new markets so that adver,sers can take advantage of the new pla<orms. Issues that Google has had to address: • Low adop,on rate of best prac,se mobile campaigns • Diﬃculty recognizing the diﬀerence between tablets and mobiles, and tablets and laptops • Low CPC’s for mobile campaigns – losing half it’s monetary value • Complicated mul,ple AdWord campaigns for diﬀerent devices, when doing target searches
Welcome Enhanced CampaignsGoogle announced, from June 2013, Google plans to upgrade all AdWords campaigns to this new form.
Current StructureIn the current structure, adver,sers determine when and where consumers receive ads • They are able to select the device and budget level by crea,ng a dedicated campaign • Messaging, keywords, and landing pages can all be customized ̶ This means that marketers have a high level of control and can make it very speciﬁc for each device
What is Changing:Device Targe+ng and Bidding Adver,sers target users on mobiles, tablets, or laptops/desktops. They do this by seTng up 3 separate campaigns. For each campaign they have to manage the keywords and manage the Ads based on ROI performance. • With Enhanced Campaigns each of these campaigns will be combined into one campaign targe,ng users across all devices Budge+ng As a result of the changes it will no longer be possible to have a separate budget for each diﬀerent campaign • Budgets for devices will have to managed carefully using bidding strategies and targe,ng op,ons
What is ChangingDevice Targe+ng and Bidding • Campaign Level (Bid Adjustment) – the ability to manage bids across devices, loca,ons, and ,me of day ̶ They can either be a posi,ve or nega,ve • Stack Mul,ply Bids – For ,me, device, and loca,on, depending on what they consider is most important • From now on Tablets, Laptops, and Desktops will be treated the same ̶ You will not be able to opt out of targe,ng a certain device • Targe,ng by connec,on type (Wi-‐Fi/3G) and opera,ng system(iOS/Android) is no longer available • Downloadable mobile campaigns are no longer available
What Is NewCross-‐Device A5ribu+on and Oﬄine Conversion Tracking New types of events that can be tracked: • Calls ̶ It will start coun,ng calls as conversions • Digital downloads ̶ Will track app downloads as conversions • In-‐store purchases ̶ Measure oﬄine redemp,on of saved oﬀers from ad extensions • Cross-‐Device Conversions ̶ Measure conversions that starts on one device and ﬁnishes on another device § It will work by looking at data from searchers that are logged into Google+ and other Google products across devices
What has been updatedSitelinks • Flexibility ̶ Upgraded sitelinks can be added to a campaign or ad group § Giving you more control over the speciﬁc ads they show up alongside • More detailed repor,ng ̶ Find out the number of clicks that take part on certain parts of your ad § You will be able to break down the sta,s,c by campaign, ad group, and ad § Will also be able segment the data • Data reten,on ̶ Edit you sitelink extensions without reseTng its performance sta,s,cs • Customized sitelinks for mobiles ̶ Assign sitelinks that you prefer to show on mobile devices • Scheduling with start and end dates ̶ Assign dates, days of the week, ,me of day for your sitelinks to be shown
What We Think• Search campaigns are going to start to be visible across all devices allowing adver,sers the opportunity to capture higher share of voice. Search campaigns in the future will be conducted on desktops, laptops, mobile/smartphone devices, and tablets. • This is going to forever change the workload for adver,sers and their agencies, especially in transferring current AdWords campaigns to the new structure. However, Google will afempt to assist by providing tools and addi,onal support. • We expect the change to drive up the mobile CPCs, which are tradi,onally lower than desktop CPCs in some ver,cals. We also expect mobile ads auc,ons’ ac,vity to increase as more adver,sers enter the auc,on.
What We Think• The removal of the ability to speciﬁcally target and report on tablet devices, we feel, will adversely aﬀect the ROI performance of campaigns that currently focus on this device. • Another change for adver,sers will be the fact they will not be able to exclude desktops when targe,ng and running a mobile only campaign. This could adversely aﬀect adver,sers that only target mobile searchers e.g. ring-‐tone providers. • Google are bringing out new tracking features, especially cross-‐device and oﬄine conversion tracking, that will beneﬁt adver,sers and improve ROI / afribu,on in the future. • With this new change we believe that Google is going to be genera,ng incremental revenue with this shig. Yes, the change will cause mobile revenues to skyrocket, but most likely it is going to have a nega,ve aﬀect on desktop spending. Google expects that in the near future, proﬁts won’t be recognized with this move, but for a long term strategy, it will lead to a signiﬁcant mobile search adver,sing adop,on by major brands.
Our AdviceThe ﬁrst thing you should know is that you shouldn’t rush into changes: • Google has provided a long lead ,me for the Enhanced Campaigns project, so that everyone can get on board. • The appropriate par,es (Google, Analy,cs, Clients, Bid Management Tools, etc.) will need to discuss the changes early on in the process. • The earlier all the par,es get together and discuss the new approach and approve the changes to search, the more ,me adver,sers have to prepare.
Our AdviceIn the mean ,me you should start tes,ng. • To limit the impact you should start by geTng a befer understanding of the data for all the diﬀerent devices ̶ Then come up with a test plan for deployment on a few campaigns, and execute. ̶ Ager analysing the data from the test and learning from it, you can con,nue tes,ng and learning from each test. ̶ Start tes,ng the data against mixtures of your clients goals at the same ,me. ̶ If you had previously opted out of a mobile campaign you should now get together with a mobile team. This is so that you can get a befer understanding of the mobile search mind-‐set, and how it diﬀers from desktop searches. • The Google changes will not be limited to the search engine. Bid management tools, afribu,on models, and many others, will also need to be adjusted to take into account the new format. • You should get together with all of your eﬀected partners, and get their thoughts on the best way to modify your current approach.
How Can Digital Jungle Help YouDigital Jungle has been working closely with Google ever since they released informa,on about the new changes to enhanced campaigns. We have been doing this so that we can be in the best posi,on possible for when Google releases the changes. This means we will be able to provide our clients with a seamless transfer of Adwords campaigns. Digital Jungle can oﬀer you: • We have extensive experience with developing and enhancing Adwords Campaigns • We concentrate on developing long term strategies that are suited our clients goals • We always provide helpful and informa,ve feedback to our clients so that they know exactly what is happened with their campaigns • We are always tes,ng and developing are strategies with the latest features so that they are op,mized for our clients