The evolving digital landscape – people are searching on desktops, tablets and mobile. In fact, Marin Software reports that mobile will drive a third of total paid search traffic by the end of 2013**http://searchengineland.com/report-mobile-to-drive-a-third-of-paid-search-clicks-by-year-end-148300
When people search on different devices the intent can be different. For example, someone at Best Buy may use their phone to compare prices on a camera. That person might then go home and purchase that camera on his/her computer. Thus, you would want to bid differently when the intent is more informational than someone in buying mode.
In an attempt to gives searchers the best experience across all devices and to give advertisers an easier platform to manage, Google has created Enhanced Campaigns
Enhanced Campaigns combine all devices into one campaign. Currently, campaigns are segmented by device. In other words, one campaign for computers, one for tablets and one for mobile devices.
Here’s an example of legacy campaigns could be migrated to one enhanced campaign
Other features of Enhanced Campaigns include the ability to make bid adjustments by device, time and location all within the same campaign
You can write ads specifically for mobile devices within one campaign
Your ad extensions are now more granular and can be scheduled. You can now target sitelinks at the ad group level while only deciding to show on mobile devices. Additionally, phone calls and app downloads can now be tracked as conversions. Coming soon from Google is the ability to track cross device conversions!
Key Takeaways Overview Slide
Individual campaigns or whole accounts can be migrated. Complete accounts don’t have to be migrated at once. You can test Enhanced Campaigns before making the full switch by mid 2013. The only caveat is once you migrate a campaign you can’t go back to the legacy version. You can potentially create a brand new campaign that duplicates the one you had (for the time being), but you’ll lose all of your historical data.
By mid-2013, all campaigns will need to be migrated over to enhanced campaigns
Mobile specific campaigns won’t exist anymore. No longer will you be able to run campaigns that are just targeted to mobile devices. By default, all campaigns will now target desktops, tablets and mobile devices. You can however choose to not target mobile devices by setting the bid adjustment at the campaign level to -100%, which leads to the next point.Mobile bids are now set at the campaign level. All keyword bids in Enhanced Campaigns pertain to desktops and tablets. You have to set a bid modifier at the campaign level to adjust your bids for mobile. For example, you can set your bid adjustment to -30%. So if you are bidding $1 on a keyword for desktops and tablets, that keyword bid is set at $0.70 on mobile devices. Again, if you don’t want to show your ads on mobile you would set this bid adjustment to -100%. It’s important to note that you can’t set individual keyword bids, but rather they are adjusted as a percentage of desktop/tablet bids.
Tablets are here to stay. You cannot opt out of running your ads on tablets nor can you adjust the bids like you can for mobile.
Smart Ads are (hopefully) intuitive. Previously, you would write different ads for desktops and mobile devices. Since single campaigns now target all devices, you must include desktop and mobile versions of ads in the same ad groups. Thus, all ads now contain a “Mobile” check box. When checked, these ads (theoretically) should show on mobile devices instead of your regular desktop ads. Essentially, you are still writing ads for each device, but they are now in the same campaign and mobile specific ads need to be checked off as such.
Ad Extensions are more advanced. You are now able to target both sitelinks and call extensions at the ad group level. Additionally, both extensions have further refinement options for dayparting and mobile segmentation.
Adjust bids by location. Within single campaigns, you can make bid adjustments (just like the mobile bid modifier) for specific locations. For example, if you are targeting 20 specific cities in Massachusetts, you can adjust bids per location.
With the migration, we’ll have to set a mobile bid adjustment. Unfortunately, we won’t be able to set individual keyword bids, but rather at the campaign level
Enhanced Campaigns with Google Shopping
Don’t Panic and Carry On:
What Google AdWords Enhanced
Campaigns Mean for Your PPC
DIRECTOR OF MARKETING
DIRECTOR PAID SEARCH
What are Enhanced Campaigns?
What are Enhanced Campaigns?
Q & A
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