Google AdWords Releasing Enhanced Campaigns
What are Enhanced Campaigns?
Enhanced campaigns help you reach people with the right ads, based on their context such as location, time of day and device type, all from a single campaign by using bid multipliers and ad preferences.
“Reach consumers at the moments that matter across devices with more relevant ads. Relevance is not one-size-fits-all”
Examples:
Discount Mattress Company wants to reach on-the-go customers within 5 miles of their store during business hours. Now, starting with a single campaign that reaches people across all devices, Discount Mattress can easily increase bids by 20% for a prospective customer searching on a smartphone who’s 5 miles from the store, or decrease bids by 30% during the hours the store is closed.
Sally’s Flower Shop has a physical store on Main Street and a website where customers can order online. Within a single campaign, Sally can customize ad headlines, text, and landing pages so that people using smartphones see ads that take them to her mobile site, while people using computers and tablets see relevant links on her desktop website.
With this roll out Google will also be introducing reports for new conversion types.
Example:
Steve’s Realty Company advertises a mobile app homebuyers can use to help in their search for a new house. Steve also promotes his business number in his ads so prospective clients can contact him. Enhanced campaigns will increasingly be able to help Steve measure new conversion types, such as calls and digital downloads. For instance, Steve can track app downloads and have AdWords count phone calls to his business lasting more than 60 seconds as a conversion.
Enhanced campaign features are being rolled out on an account by account level currently however starting in mid-2013 (June); all campaigns will be migrated to the new Enhanced format. Once a campaign has been upgraded, it cannot be reverted to legacy. If you are an enhanced campaign, you cannot toggle back to a legacy view. If you have a legacy campaign, you can view it in legacy view.
Click here to view Google’s official upgrade guide.
This is very relevant as search behavior continues to shift toward a multiple screen experience for most searchers. Last year Google / Ipsos and Sterling completed a studyabout the new multiscreen world. This study highlights that 90% of people use multiple screens sequentially. Google’s move to enhanced campaigns is embracing the future. This move will force advertisers into a more cohesive integrated approach across devices. It will also make advertisers get ready for the future where mobile search volume will overtake desktop, which is predicted by the end of this year. This change encourages advertisers to get their mobile website experience streamlined and responsive in design.
For more information on Enhanced Campaigns Click here.
