The document provides guidance on preparing for enhanced campaigns in Google Ads. It recommends conducting an audit of existing campaigns to identify how they will need to be upgraded, creating an upgrade plan, testing the upgrade process, communicating expectations to clients, and monitoring performance after the upgrade. The key steps are to research enhanced campaigns, test upgrading sample campaigns, audit current campaigns, prepare an upgrade plan for each campaign, execute the plan, set expectations with clients, and have a post-upgrade monitoring plan.

1. Deep Dive into
Enhanced CampaignsPreparing for EC
Crystal (Anderson) O’Neill
SEER Interactive
www.SEERInteractive.com

2. 30 Second Background:
• Lead PPC Division at SEER Interactive
– AdWords & adCenter Qualified Company
– PPC, SEO, Analytics
• Began PPC career in 2006
– SEO, Media, Analytics & Biz Dev Background
• International experience in B2B, B2C, E-comm PPC
accounts & budgets from a few thousand to six
figures

3. Why Enhanced
Campaigns?

4. “Reach consumers at the moments that
matter across devices with more relevant
ads”
- Google

6. Take a Deep
Breath and
Get Started …

7. How I Learned

8. Getting Started
Know Your Stuff
Watch the webinars
Read the blogs
Read the upgrade guide

9. Practice Makes Perfect
Test upgrading to EC to get familiar with the steps and
options:
 How long it will take you
 What options you have
 Where new settings are located
 How bid adjustments will work

10. Test Yourself
 Transition an old campaign
 Create a test AdWords account/campaigns
Be sure to create Desktop and Mobile campaigns to
practice merging campaigns
 Test upgrading with interface and editor

11. How I Prepared

12. Getting Started
Conduct an Audit
Identify which devices campaigns are currently
targeting
Identify campaign settings
Check out geo data – need to setup geo bidding?
Do you need to transition sitelinks?
What about call extensions?
Day parting?

13. Getting Started
Conduct an Audit
Identify if you will need to merge campaigns to
upgrade
Do you have separate mobile, tablet and/or
desktop campaigns?

14. Create A Plan
Use your audit to determine how each campaign
will be upgraded
If you need to merge campaigns 2 important
considerations:
Primary campaign
Longest history
Most statistics
Higher investment
Quality Score
Try to preserve keywords, ads, landing pages, and device
combinations to keep QS intact (as much as possible)

15. Budget The Time
5-10 minutes for basic upgrades
Example: Desktop only campaign being upgraded
Use Editor bulk when you can to save time
25-30 minutes for more complex upgrades
Merging campaigns
Creating mobile only ads
Implementing bid adjustments

16. Don’t Forget Details
Don’t forget about sitelinks and bid adjustments!
Remember they can now be campaign or ad group
level
25 characters max
Don’t forget you
cannot have phone
numbers in ads; Use
call extensions!
Bidding – calculator
example

17. Budgeting
If you have to merge campaigns, don’t forget to
merge budgets!
Tip: Look at budget trends for all old campaigns
to determine where to set your Enhanced
campaign budgets

18. How I Prepared
Clients

19. Be Proactive
Explain what Enhanced campaigns are
Be prepared for questions! Remember that
clients/stakeholders often have only basic knowledge
of what you do
Don’t focus on only the
negatives; Be sure to
share the benefits of
Enhanced campaigns
Good opportunity to
‘upsell’

20. Set Expectations
Proactively address how performance may be
affected
If you had opted out of tablets before due to poor
performance, what will happen now?
If you had mobile only campaigns before, and they now
must run on desktops/tablets, how do you anticipate
performance to be affected?
Think about what re-training is needed
Separate campaigns are no longer needed
Managing bidding will change
Device targeting will change

21. Post Upgrade Plan
Don’t set and forget (brand new baby – image?!)
Monitor performance closely
Keep an eye out on CPCs
Keep an eye out for how your traffic is splitting
Budgets
Be proactive in sharing results
Be proactive in creating plans for optimizing and
testing as you aggregate data

22. In Summary …
Do your research
Test upgrading
Conduct an audit
Prepare your plan
Execute your plan
Set expectations
Have a post upgrade plan

23. Thank you!
Ask Me Anything, Anytime:
• Twitter: @Crystala
• Email: crystala@seerinteractive.com