Enhanced campaigns


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Enhanced campaigns

  1. 1. Enhanced campaigns Google Confidential and Proprietary
  2. 2. We connect at any time, from anywhere, using avariety of devices Google Confidential and Proprietary
  3. 3. Our behavior adapts to our situation…as do our expectations Google Confidential and Proprietary
  4. 4. Theres a lot for marketers to consider... Devices are evolving quickly, with a growing list of form factors and capabilities. People are constantly switching between devices, using the one that works best for where they are and what they are trying to do. Device evolution and changes in consumer behavior present new ways to measure advertising effectiveness. Google Confidential and Proprietary
  5. 5. ...but context creates new opportunities Google Confidential and Proprietary
  6. 6. More relevance to peoples intent and theircontext, at exactly the moments that matterThese changes will mean better results for advertisers Location Device Time Google Confidential and Proprietary
  7. 7. Enhanced campaign product overviewNew tools for a multi-device world Google Confidential and Proprietary
  8. 8. Reach your customers with fewer campaignsToday, extensive campaign duplication and managementis required Legacy campaign vs Enhanced campaign 50 campaigns for 1 campaign with 50 50 locations with varying bids 50x location location bid adjustments + 50 duplicate With scheduled extensions 2 dayparts (with different store campaigns for and dayparting sitelinks based on if the store is 2x daypart/sitelink open/closed) and different bids combinations + 100 duplicate and mobile device bid 1 bid per keyword on desktop campaigns with adjustments 2x mobile bids 1 bid per keyword on mobile = = 200 campaigns 1 enhanced campaign Google Confidential and Proprietary
  9. 9. Our new enhanced campaigns will have threeareas of improvementSmarter ads optimized for Advanced reports to measurevarying user contexts.Ability new conversion types.Ability toto show the right creative, track new conversion types such assitelink, app or extension calls, digital downloads, in-storebased on user context and purchases and cross devicedevice capabilities conversions Powerful marketing tools for the multi-device world.Ability to manage your bids across devices, locations and time Google Confidential and Proprietary
  10. 10. Powerful tools for the multi-device worldAbility to easily manage your bids across locations, time anddevices—all within a single campaign Key features Bid adjustments and reporting by: Time Location Device Multiple bid adjustments Google Confidential and Proprietary
  11. 11. Adjust device and location bids withinthe same campaignSettings will have options for location, ad scheduling and devicebid adjustments Google Confidential and Proprietary
  12. 12. Adjust device and location bids withinthe same campaignBid adjustments by location Google Confidential and Proprietary
  13. 13. Adjust device and location bids withinthe same campaignDevice bid adjustment Google Confidential and Proprietary
  14. 14. Smarter ads for varying consumer contextsAbility to show the right creative, sitelink or extension based onuser context and device capabilities Key features Customized messages on mobile: Show headlines, ad text, URLs and extensions that target users on the go Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices. Enhanced sitelinks: Manage individual sitelinks in customized ways at the campaign and ad group level. Google Confidential and Proprietary
  15. 15. Adjust headline, description, URL and sitelinksfor mobile devices Google Confidential and Proprietary
  16. 16. Scheduled extensionsSet extensions to appear only during certain times of day or onmobile devices Google Confidential and Proprietary
  17. 17. Individual management & reporting for sitelinksManage individual sitelinks in customized ways at the campaignand ad group level Google Confidential and Proprietary
  18. 18. Advanced reports to measure new conversion typesAbility to track new conversion types such as calls, digitaldownloads, in-store purchases and cross device conversions Key features Calls: Count calls as conversions with advanced call tracking Digital downloads: Track app downloads as conversions (books and music download tracking coming soon) In-store purchases: Measure offline redemption of saved offers from ad extensions (coming soon) Cross device conversions: Measure conversions that start on one device and finish on another (coming soon) Google Confidential and Proprietary
  19. 19. Four key changes from enhanced campaigns1.  Campaigns will run across all devicesEnhanced campaigns will run across all devices, with optimizations for mobile and elements of user context like location and time of day. Mobile ads require special bids, extensions, ad text and headlines and these can be managed from the same campaign as your desktop ads.2.  Mobile bids will be adjusted at the campaign levelBids can be set at the keyword level, but the mobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not possible to designate different bids at the keyword level for mobile within one campaign.3.  Tablet bidding strategies will be aligned with desktopTablets and laptop devices are rapidly converging, and research shows behavior is similar. With enhanced campaigns, tablets do not have a separate bid adjustment independent of default desktop/laptop bids. Your ads will automatically show up on desktop and tablet.4.  Mobile bids fully controlled by advertisersGoogle historically adjusted bid automatically for mobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bid adjustments, advertisers will have full control of mobile bids, and Google will stop automatically adjusting bids. Google Confidential and Proprietary
  20. 20. Enhanced campaigns for display Google Confidential and Proprietary
  21. 21. Enhanced campaigns for displayWith enhanced campaigns, display-only campaigns will have device-level targeting in order to help marketers get their message to theright audience. Create rich ads and unique Technology to target specific experiences through display devices with specific needs Create display ads that provide rich device specific experiences and functionalities (e.g. swipe, shake, camera) and direct to specific devices, platforms and OS versions. Google Confidential and Proprietary
  22. 22. Enhanced campaigns for displayPowerful bidding for the multi-device worldSame bid adjustments and reporting available for search: Time Location Device+ Display bid adjustments: Adjust bids for targeting types Users Gender Interests Age Placements Google Confidential and Proprietary
  23. 23. Whats happening with display bidding?More granular controls will allow advertisers to bid based on thevalue of their target audiences. ? Why? How? Who? Some audiences are more You can control bids across If you want to target people:valuable to a business and individual targeting criteria Interested in art and you knowadvertisers want to allocate (specific placements, interests, that male visitors spend 50% higher bids for them. etc.) to formulate the right less than female visitors? combination bid for the right You should consider new combination of signals. bidding options. Google Confidential and Proprietary
  24. 24. Three bid types for display Default bids Custom bids Display bid adjustmentsThis bid type is set at the ad group and will essentially work the way they do today. They are the bids that we default to when a more specific custom bid is not set. If bid adjustments are in use, theywill be based on the default bid if no custom bid is set. Google Confidential and Proprietary
  25. 25. Three bid types for display Default bids Custom bids Display bid adjustments You can control bids across individual targeting criteria (specific placements, interests, etc.) to formulate the right combination bid for the right combination of signals. Google Confidential and Proprietary
  26. 26. Three bid types for display Default bids Custom bids Display bid adjustments (coming soon) Bid adjustments can be enabled across multiple targeting criteria types within one ad group. Google Confidential and Proprietary
  27. 27. How to use the new bidding options A savvy site specializing in baby supplies has noticed that for baby cribs and furniture their audience and ROI differ enough that they want to set specific bids for their baby cribs ad group.Time: Shoppers (parents) Placements: People on a are online at specific home improvement 6–9am site convert, but not as well as other sites Location: Shipping to Age: People 25-34 spend the US costs much more 3x avg than shipping to Canada Interests: Your customers are very interested in Home & Garden and Books & Literature Google Confidential and Proprietary
  28. 28. How to use the new bidding optionsHow do enhanced campaigns simplify bidding for display advertising? In the past, you could set bids for interests, Now you can apply multiple bidding layers and adjust for placements or age, but it was without creating new campaigns not possible to customize bids to fit all and ad groups. of these layers. Google Confidential and Proprietary
  29. 29. How to use the new bidding optionsWhat could they do with advanced new bidding options? Campaign bid adjustments: Display Ad Group bid adjustments: •  -20% for US at the campaign level •  $1.00 Ad group bid (default bid) •  +30% for 6-9am at the campaign level •  $1.50 custom bid on Home and Garden •  +40% for Ages 25-34 •  -50% on the home improvement site Smarter bidding strategy across targeting options to reach the most valuable audience Time Location Interests Age Placements Google Confidential and Proprietary
  30. 30. AppendixBest practices and getting started tips Google Confidential and Proprietary
  31. 31. Prepare for enhanced campaignsTake these quick steps to make sure you take full advantage ofenhanced campaigns functionality.•  Identify all multi-device campaigns and upgrade these first•  Determine which of your desktop and mobile campaigns have the same keywords, ads, extensions and geo targeting. Combine these campaigns for simplified campaign management•  Plan to copy mobile ads from mobile-only campaigns to the enhanced desktop campaign to maintain as much history/quality as possible Google Confidential and Proprietary
  32. 32. Track more conversionsUnderstand where your customers are coming from so that you canbetter assess ROI, adjust your bids, and improve your performance.•  Install AdWords conversion tracking on the ‘Thank You’ page of both your desktop and mobile sites•  Enable conversion tracking for phone calls by using advanced call reporting and setting the duration of calls that you want to count as conversions•  Set up digital download tracking for app installs•  Preserve or enable valuetrack to direct/monitor traffic to the correct destination URL Google Confidential and Proprietary
  33. 33. Think locallyAre you ready to capture local search opportunities?•  Adjust your bids for a specific location to ensure your ads show higher for customers in that area•  Take advantage of location extension targeting to increase bids for relevant traffic near your store•  Create ads that will appeal to your local customers.  For example, mention any in-store specials and use Location Extensions to make it easy for consumers to see how far they are from your store•  Adjust your bids based on the time of day and day of the week, based on when customers are more likely to make a purchase Google Confidential and Proprietary
  34. 34. Have a mobile strategy•  Consider the value of mobile unique conversions, such as calls or visits to your store when setting your mobile bid adjustment•  Customize your mobile creative with calls to action that will appeal more to a user on the go•  Enable mobile-specific extensions, such as app extensions, to optimize based on your mobile goals Google Confidential and Proprietary
  35. 35. Optimize•  Experiment with multiple bid adjustments to assign value to specific combinations of user signals, such as location and device•  Adjust bid modifiers based on your ROI, taking into account new conversion opportunities on mobile•  Monitor impression share by device and budget share Google Confidential and Proprietary
  36. 36. Getting ready to migrate to enhanced campaignsTake these quick steps to make sure you take full advantage ofenhanced campaigns functionality. Week 1 Week 2 Week 3 Week 4Identify all multi- Incorporate Map the structure of Merge related Completedevice campaigns enhanced campaign related campaigns campaigns using migration ofand upgrade these functionality and use that will need to be steps outlined in the all campaignsfirst, as the upgrade these learnings as a merged. Identify migration white paper.process is simplest. baseline for more overlap and plan to involved campaign address potential gaps upgrades. in campaign coverage. Google Confidential and Proprietary
  37. 37. Migration how-to guide Google Confidential and Proprietary
  38. 38. There are two paths to enhance your campaignsThe simple flow•  Use case: For campaigns targeting all devices or a campaign that runs on desktop with no similar campaign targeting other devices•  Procedure: Four easy steps•  Supported Tools: AdWords, Adwords Editor, APIThe merge flow•  Use case: For similar campaigns that target separate devices•  Procedure: 12 steps identified in the migration upgrade manual•  Supported Tools: AdWords bulk edits, Adwords Editor, API Google Confidential and Proprietary
  39. 39. Upgrading your campaign in 4 easy steps Open the campaign you want to upgrade in AdWords.1 For help, see Navigating Your Account.2 Google Confidential and Proprietary
  40. 40. Upgrade your campaigns – Step 33 Google Confidential and Proprietary
  41. 41. Upgrade your campaigns – Step 44 Google Confidential and Proprietary
  42. 42. Plan to upgrade to enhanced campaignsEnsure you have Review the Learn about mobile bidaccess to all your AdWords tools adjustmentsaccountsList all your Identify matching Select the upgradecampaigns and campaigns flow for eachtarget devices campaign Google Confidential and Proprietary
  43. 43. Ensure you have access to all your accounts If you have more than one account, ensure you have access to all of your “My Client Centers” or individual accounts before starting the upgrade. For more information, see Using My Client Center and Managing Multiple Accounts. Google Confidential and Proprietary
  44. 44. Review the AdWords tools We recommend reviewing the following AdWords tools before you begin the upgrade process. This will help you navigate the process more easily. •  AdWords – See the AdWords Help Center for more information •  Bulk Edits – Use the Edit dropdown on the Campaigns, Ad groups, Ads, or Keywords tabs to make large-scale changes across your account. For more information, see Bulk actions •  AdWords Editor – See About AdWords Editor and AdWords Editor Help Center for more information •  AdWords Application Programming Interface (API) for users who want to programmatically upgrade campaigns Google Confidential and Proprietary
  45. 45. Learn about mobile bid adjustments During the upgrade, you will set bid adjustments for ads served on mobile devices. Google will provide a recommendation based on regional and vertical benchmark data. To learn about this, see About Mobile Bid Adjustments. Google Confidential and Proprietary
  46. 46. List all your campaigns and target devices First examine each of your campaigns and determine the current target devices for each campaign. Target devices may be any combination of the following: •  Desktop & laptop computers •  Mobile devices •  Tablets Google Confidential and Proprietary
  47. 47. Identify matching campaigns After determining the target devices for each of your campaigns, identify any campaigns that are identical or nearly identical except for the target devices. For example, you may have a campaign targeted at desktops, laptops, and tablets that you copied to a second campaign targeted at mobile devices. These are matching campaigns that you will merge together. Matching campaigns target different devices but share the same or very similar ad groups, keywords, extensions, ads, location settings, and network targets. Here are some suggestions on how to identify these types of campaigns: •  Campaign Name: Many advertisers have campaign names like “Narrow Brand –Mobile” and “Narrow Brand - Desktop”. If you do, then you can use the names to identify matching campaigns •  Keyword Overlap: Identify campaigns that target different devices and have the greatest keyword and geographic target overlap. You can do this by downloading the Keyword Report for all campaigns •  Ad Overlap: If two campaigns overlap significantly in ads, as well as in geographic targeting but target different devices, these may be matching campaigns as well •  Product Target Overlap: If two different Product Listing Ad Campaigns have the exact same product targets, they are probably matching campaigns Google Confidential and Proprietary
  48. 48. Select the upgrade flow for each campaign Once you have identified the target devices for each of your campaigns, and you have identified all the matching campaigns, you need to determine which upgrade flow to use for each campaign, as follows: •  For all matching campaigns, use the Merge Flow •  For all other campaigns, use the Simple Upgrade Flow to upgrade one campaign at a time, or use the Bulk Upgrade Flow with AdWords Editor to upgrade multiple campaigns at a time using AdWords Editor Once you have identified which flow to use for each campaign, perform the upgrade as described in the next section. Google Confidential and Proprietary