Google has introduced enhanced campaigns to simplify management in a multi-device world, allowing unique bids and targeting for devices, locations, and times within a single campaign. Key changes include optimizing ads for mobile within existing campaigns, improved reporting features, and consolidation of tablet and desktop campaign management. Advertisers need to adapt their bidding strategies and consider merging similar campaigns while utilizing new features like call tracking and ad extensions.

1. Migrating to
Google Enhanced Campaigns
- Stream:20

2. Why have Google changed things?

3. We live in a multi-device world
• A convergence in how people use devices as mobiles and
tablets become more sophisticated.
• People are searching on mobiles, tablets and desktops in
different locations, times and days – but with different
intentions

4. Context matters for relevancy
• Relevancy isn’t just about search queries anymore!
• A user’s intent when searching may be different depending on what
device the person is using, their location, and what time of day it is.
• Ads can be made even more relevant based on user intent.

5. Keep up with measurement needs
• Measurement and reporting needs to reflect device usage and
differences in how people buy.
• The complexity of search and conversion paths require better
reporting for optimisation and growth

6. What are the top changes?

7. Simplified Campaign Management
• You can now target and have unique bids for different devices,
locations and times/days within one campaign
• No need for duplicate campaigns with individual targeting and settings
• Simplified campaign management!

8. Ads optimised to device
Ad Group x
• Instead of setting up a different campaign for mobile, you can just
optimise ads for mobile within the same campaign.
• Allows you to make ads more relevant e.g. including location, call
extensions, or directions without creating new campaigns

9. Extension Relevancy Increased
How can this help you?
- When you are using PPC to support
a TV show
- When you have offers on certain
days
- Only show call extensions when your
call centre is open
Schedule extensions to appear at
certain times or days

10. Extension Relevancy Increased
How can this help you?
- Greater deep-linking
- Use different phone numbers
e.g. Customer support or sales
- Increase your CTR
- Increase your quality scores!
How can this help you?
- Use call extensions
- Location extensions
- App download extensions
Ad extensions for each ad group Ad extensions for mobile

11. Other Improved Extensions
• Individual sitelink reporting = greater visibility
• Call extension reports available for mobile, not just desktop and
tablets
• Google forwarding numbers are now free
• Call extension with call only, for companies who want to direct traffic
to phones not site
• Sitelink character limit reduced from 35 to 25
• Phone numbers are no longer allowed in ads – they must be set up
as a call extension.

12. Advanced Conversion Reporting
• Using Google forwarding numbers (now free!) advertisers can track
phone conversions by specifying the call duration
• Track app downloads as conversions
• More conversion tracking features coming soon

13. Some concerns

14. Separating by device
What’s happened? So what? When might this affect you?
Tablet and desktop is now
automatically combined.
Allocating a separate budget
for tablets or mobiles is no
longer possible. Loss of
granular bidding
When your customers search
behaviour is very different on
tablets than desktop
You cannot have mobile only
campaigns
You can only use the same
keywords on mobile as what
you target on desktop and
tablet. Loss of granular
bidding
When certain keywords
worked really well on mobile
but were too costly on
desktop
Can’t target specific operating
systems
Reduces granularity and
possible relevance
If you needed to address
iOS/Android/Blackberry users
differently

15. Bidding Changes
What’s happened? So what? When might this affect
you?
Bidding on mobile is now at
an ad group rather than
keyword level
Optimisations not possible
at keyword level. Including
keyword level landing pages.
Reduces granularity.
You may end up bidding on
keywords that don’t work
for you on mobile.
Bid multipliers on locations
and schedules
Only available at a campaign
level. Reduces granularity.
You can still create duplicate
campaigns to target specific
locations with keyword level
bidding for greater control

16. Changes to Google Display Network
• Although enhanced features are available on Google display
network, (GDN), legacy features still remain:
– Can still target device models
– Can still target operating system
• This is for ‘Display Network Only’ campaigns

17. Migration Date: 22nd July 2013
What do I need to do?

18. When to start
• Start now, before automatic switch over!
• Campaign by campaign phased rollout
• Assess changes in performance before
migrating the next campaign
• Be aware, Google are still making
improvements

19. Does your site function on Tablet?
• All campaigns are now opted into Tablets automatically, merged with
desktop
• Use responsive design!
• Remember Flash does not work on iOS

20. Review your bidding strategy
• Consider how you will bid on mobile now that it is at an ad group level not
keyword level
• Do you want to merge location targeting? Consider how you will bid at a
campaign, not keyword level
• Remember – you can still segment campaigns by location for keyword level
bidding!

21. Assess your current campaigns
Identify similar/matching
campaigns
• Campaign Names
• Keyword Overlaps
• Ad Overlaps
• Product target overlaps
Select the Primary campaign
• The most current ad groups
• Largest keyword list
• Highest investment
• Longest history
• Most stats
• These campaigns can’t be consolidated with others because they
don't have ad groups, keywords or ads overlaps with other
campaigns
Campaigns
that can’t be
merged
Campaigns to
be merged &
migrated
Campaign Merge Flow
Simple Upgrade Flow

22. Simple Upgrade Flow

23. Simple Upgrade Flow
1. Click get started
2. Adjust mobile bid
3. Now migrated to enhanced
campaigns!

24. Campaign Merge Flow

25. An example of Campaign Merge Flow
Before
After

26. Merging Campaigns part 1
Select Primary Campaign Merge Campaign Settings
Upgrade Primary Campaign
Merge Ad GroupsMerge Keywords
• Has the most current ad groups
• Largest keyword list
• Highest investment
• Longest history/most stats
• Make sure primary campaign
settings has correct settings
• Use the simple upgrade flow
Identify Similar Campaigns
• Merge ad groups from the similar
campaigns into primary campaign
• Merge keywords from the similar
campaigns into primary campaign

27. Merging Campaigns part 2
Merge Placements &
Audiences (GDN) Merge Ads
Merge Ad Extensions
Merge Conversion Tracking
• If you are now targeting mobile,
make sure conversion tracking is
set up on your mobile site
• Ensure all extensions from similar
campaigns are added to primary
campaign
• Merge from similar campaigns into
the primary campaign

28. Merging Campaigns
Set Mobile Bid Adjustment in
Primary Campaign
Delete Secondary
Campaign(s)
Merge Campaign BudgetsAssess Segmentation reports
• Now that you’re targeting more
devices in each campaign, merge
budgets into the primary
campaign.
• Ensure segmentation reports show
you’re getting traffic and data for
all your settings.
• Set to a percentage of your
desktop/tablet bid
• So set to -100% if you don’t want
to bid on mobile
• Now that all your similar
campaigns have been merged into
primary campaign, you can delete
the others.

29. Post Migration Considerations
• Ad settings
– Setting mobile optimised ads
– Setting ads for applications
• New Extensions features
– Scheduling extensions
– Mobile preferred sitelinks
– Ad group level extensions
• New conversion tracking
– Call tracking
– Digital download tracking
• Setting landing pages to device – use the new Value Track
Parameter to do this
• Using bid multiplier for day/time scheduling

30. FAQs

31. FAQs
Question Solution
I have telephone numbers in my ads These will now be disapproved, but you can add
them as a call extension
I have keyword level URLs, how do I direct people
to mobile/desktop correctly?
Use the ValueTrack parameter to set landing page to
device
I use bidding management software, what do I
need to do?
Kenshoo and Marin are up to speed with the
changes or check with your provider
I don't want to target mobile Set the bid multiplier in campaign settings to
-100%
Do I need to change my website? No, but ensure your site functions on both
desktop and tablets e.g. Use of flash
How will enhanced campaigns affect
performance?
Upgrade one campaign at a time and assess for
changes in performance
Will I loose data from previous campaigns? No, If you merge two campaigns, historical
statistics will still be available in both campaigns.
I want to tailor my ads/budget to certain locations This is still possible, just replicate campaigns and
change individual location targeting

32. Stream:20 Digital Marketing Consultants
www.stream20.com
info@stream20.com