Enhanced campaigns

Enhanced campaigns

Google Conﬁdential and Proprietary

We connect at any time, from anywhere, using a
variety of devices


Our behavior adapts to our situation…
as do our expectations


There's 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.


...but context creates new opportunities


More relevance to people's intent and their
context, at exactly the moments that matter
These changes will mean better results for advertisers

Location
Device

Time


Enhanced campaign product overview
New tools for a multi-device world


Reach your customers with fewer campaigns
Today, extensive campaign duplication and management
is 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


Our new enhanced campaigns will have three
areas of improvement

Smarter ads optimized for Advanced reports to measure
varying user contexts.Ability new conversion types.Ability to
to show the right creative, track new conversion types such as
sitelink, app or extension calls, digital downloads, in-store
based on user context and purchases and cross device
device capabilities conversions

Powerful marketing tools for
the multi-device world.Ability to
manage your bids across devices,
locations and time


Powerful tools for the multi-device world
Ability to easily manage your bids across locations, time and
devices—all within a single campaign

Key features
Bid adjustments and reporting by:

Time Location Device

Multiple bid adjustments


Adjust device and location bids within
the same campaign
Settings will have options for location, ad scheduling and device
bid adjustments


the same campaign
Bid adjustments by location


the same campaign
Device bid adjustment


Smarter ads for varying consumer contexts
Ability to show the right creative, sitelink or extension based on
user 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.


Adjust headline, description, URL and sitelinks
for mobile devices


Scheduled extensions
Set extensions to appear only during certain times of day or on
mobile devices


Individual management & reporting for sitelinks
Manage individual sitelinks in customized ways at the campaign
and ad group level


Advanced reports to measure new conversion types
Ability to track new conversion types such as calls, digital
downloads, 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)


Four key changes from enhanced campaigns

1.  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.


Enhanced campaigns for display


With enhanced campaigns, display-only campaigns will have device-
level targeting in order to help marketers get their message to the
right 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.


Powerful bidding for the multi-device world
Same bid adjustments and reporting available for search:

Time Location Device

+ Display bid adjustments: Adjust bids for targeting types

Users Gender Interests Age Placements


What's happening with display bidding?
More granular controls will allow advertisers to bid based on the
value 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 know
advertisers 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.


Three bid types for display

Default bids Custom bids Display bid adjustments
This 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, they
will be based on the default bid if
no custom bid is set.



You can control bids across
individual targeting criteria
(speciﬁc placements, interests,
etc.) to formulate the right
combination bid for the right
combination of signals.




(coming soon)

Bid adjustments can be enabled
across multiple targeting criteria types
within one ad group.


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


How 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.


What 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


Appendix
Best practices and getting started tips


Prepare for enhanced campaigns
Take these quick steps to make sure you take full advantage of
enhanced 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


Track more conversions
Understand where your customers are coming from so that you can
better 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


Think locally
Are 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


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


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


Getting ready to migrate to enhanced campaigns
Take these quick steps to make sure you take full advantage of
enhanced campaigns functionality.

Week 1 Week 2 Week 3 Week 4

Identify all multi- Incorporate Map the structure of Merge related Complete
device campaigns enhanced campaign related campaigns campaigns using migration of
and upgrade these functionality and use that will need to be steps outlined in the all campaigns
ﬁrst, 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.


Migration how-to guide


There are two paths to enhance your campaigns

The 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, API

The 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


Upgrading your campaign in 4 easy steps

Open the campaign you want to upgrade in AdWords.
1 For help, see Navigating Your Account.

2


Upgrade your campaigns – Step 3

3


Upgrade your campaigns – Step 4

4


Plan to upgrade to enhanced campaigns

Ensure you have Review the Learn about mobile bid
access to all your AdWords tools adjustments
accounts

List all your Identify matching Select the upgrade
campaigns and campaigns ﬂow for each
target devices campaign


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.


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


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.


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


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


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.


Enhanced campaigns

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