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Google's "Enhanced" Campaigns?

  
  
  

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More big news in Google land yesterday!  AdWords announced they are upgrading all advertisers to “Enhanced Campaigns”.  This is one of the biggest changes in recent search history. 

One of the most drastic changes is that you will no longer be able to separate your Tablet and Mobile campaigns.  Say goodbye to bidding separately and hello to increased mobile competition.  As we all know, device types have inherently different behaviors and performance.  Yet, the changes with "Enhanced Campaigns" will give you less control on how to bid and create ads specific to each.

With this change and many others, the industry is scrambling to figure out what the implications are of "Enhanced Campaigns" and how to adapt and take advantage of the changes.  Fortunately, the team over at DataPop has got you covered.  We’ll break down all the changes and what it means for your AdWords campaigns. Clearly there are some things to be excited about in the announcement, but there are potentially large pitfalls as well.

Smarter Ads

These ads will vary based on consumer context and intent. 

Examples:

  • A user within 2 miles from your store will have an ad with your address or phone number
  • iOS users will be shown an ad with an App download option directed to the App Store
  • A user searches for “Best new cars”, the system knows the user is researching and will show them an ad for comparing car models. 

Pros

This will give you the ability to potentially show the right ad to every consumer based on what device they are using, where they are located, and what their intent is.  For advertisers that have yet to come up with a mobile or intent-based ad strategy, this creates a simple way to do it within their current structure.

Cons

The system will choose the most appropriate ad for you.  This gives you less control on which ad appears.  For advertisers that have campaigns broken out by device type, they will need to merge them together and consolidate their ads into the new structure.  It will also take a large chunk of time in order to set up the right ad strategy for these features.  This might feel like starting AdWords campaigns from scratch again and everyone will be re-evaluated on their ability to adjust to these changes.

Takeaways

You need to have very relevant and compelling ads that address all these different contexts and intents.  This needs to be done across all of your ad groups in a very methodic and well thought out approach.  In search, relevance is king.  Nothing is worse than generic or irrelevant ads.  These changes make it even more critical to have a strong ad strategy and testing methodology for device types, intent, and location.  

Mobile Bid Adjustments

The ability to set adjusted mobile bids at the campaign level based on a % of desktop bids.

Examples:

  • If your Keyword bid is $5, adjusted mobile bid % is set at 50%, then your mobile bid will be $2.50

Pros

When you set an adjusted mobile bid %, this will apply tothe entire campaign.  Easy.  You can base your bid % on how well mobile generally performs in comparison to desktop.

Cons

Mobile keywords perform differently.  One keyword can convert at 50% vs. desktop while another can convert at 25% vs. desktop.  Setting the bid adjustment at the campaign level doesn’t account for individual KW performance.

Takeaways

Make sure your campaigns are tightly structured based on performance and intent.   This will be critical in making sure you are setting the appropriate mobile bid adjustment %.  If you use a 3rd party-bidding platform, keep an eye on fluctuations in bids and performance as this rolls out.  Since all devices are in one campaign, performance of one device could impact overall bid and budget allocations. Keep in mind; if you are set to conversion optimizer, Google’s system will override your mobile bid adjustment.  

Additional Feature Enhancements

  • More Conversion Tracking – Track calls, app downloads, and even 3rd party conversions!  Awesome.
  • Cross Channel Attribution –The ability to know when someone researches on mobile then converts on a desktop or tablet.  The intent is to see how different channels play a role in a consumer’s decision-making process.  Expect this feature to be constantly built upon to support more and more channels.
  • Individual Sitelink Management and Reporting - Self-explanatory.  Long overdue.
  • Location Based Bidding - Is a potential customer within 5 miles of your store?  If so, you’ll be able to add a premium to your bids to ensure your ad shows up for them!  The system will also differentiate between a consumer that is static (in an office or at home) and a user that is mobile (on the go).

There are a lot of changes coming and as the features roll out, we’ll be sure to keep you updated on how to best take advantage of them.  Stay tuned!

Comments

Thanks for he insight Alex. Keep it coming.  
 
PS 
 
I hate Google. They always Scroogle you.
Posted @ Thursday, February 07, 2013 12:48 PM by Searchie
Great article Alex. It should be eye opening to see Google's response to the overwhelming reaction to the announcement. Will sitelink level optimization ever be part of the Datapop platform now that sitelink level tracking will be part of the suite of tools available to advertisers?
Posted @ Thursday, February 07, 2013 1:17 PM by Collin Stewart
Thanks @CollinStewart! Our semantic technology allows us to deliver the perfect ad for every consumer based on intent, device types, and location. This sets us up perfectly for the upcoming Google changes and sitelinks will play right into it.
Posted @ Thursday, February 07, 2013 3:58 PM by Alexander Dao
Alex- Congratulations on a solid article. I think the changes will a) improve monetization of mobile ads and b) give the advertisers/agencies something in return for the loss of control over bid and ad selection.
Posted @ Thursday, February 07, 2013 4:47 PM by Patrick Peters
Thanks @PatrickPeters! The change will definitely push marketers to tune up their mobile strategy if they haven't already. A few nice features added in but hopefully there are more to come!
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I love to come back on a regular basis,post more on the subject.
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