Friday, April 26, 2013

Introduction to Adwords Enhanced Campaigns

Early in February this year, Search Engine Land shared their thoughts on the news of the latest Google Adwords update, titled: 'The Big Adwords Update: Enhanced Campaigns Puts the Focus on Mobile'.

The February 2013 Adwords update has been designed to simplify PPC campaign management across many devices, and seeks to increase the use of mobile advertising. Paid search managers are able to set different bids and show different ads based on a user's device type, location and time of day, all within one campaign.

Google have remained progressive with their Enhanced campaigns and on April 22nd Google let their advertisers know that all enhanced campaigns will now include social annotations when they can improve ad performance, (without additional edits to the campaign).  In order to receive this feature your Google+ page must have a significant number of followers and be linked to the website that matches the URL of your search ads. You can learn more about this particular feature here and the launch of a way for advertisers to reach app users; with 'ads in apps'.

Following the recent advancements, Google reported that since launch of the enhanced campaigns:

"advertisers have already upgraded over 1.5 million campaigns and have shared many success stories"

As enhanced campaigns reduce the overall number of campaigns you need to create (as you no longer need to create separate campaigns for each target devise type or location), this will save time and generate a better return on ad spend (ROAS).

We are welcoming the increased ROAS, the time saving, the more comprehensive reporting, the simplified budgeting and dynamic delivery to show the right ads to the right person at the right time. A great move by Google product teams and a very useful feature. Naturally, some transitional concerns may arise from sites, for example, some e-commerce sites, where mobile doesn't traditionally convert as well as desktop.

Some of the main features of enhanced campaigns include:

  • Powerful advertising tools for the multi-devise world: Ability to manage your bids across devises, locations and time. 
  • Smarter ads optimised for varying user contexts: Ability to show the right creative, sitelink, app, social annotations (where suitable) or extension based on the context of your prospective customers and the devise they are using.
  • Advanced reports to track and measure new conversion types: such as Phone Calls over 60 Seconds Counted as Conversions, digital downloads, and conversions across devises.

Benefits to Businesses

To help explain further about how your business can benefit from Google AdWords enhanced campaigns, the Adwords blog post on the February 2013 update, gave the below three examples:

"A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign"

"A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign"

"You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads"

Learn more about enhanced campaigns

To understand more about how you can reach customers, at the moments that matter, across devises with more relevant ads, please visit the Google Enhanced Campaign landing page or watch the above video.

Google plans to update all Adwords PPC campaigns to enhanced by June, this year.

Should you have any further queries on launching paid search campaigns, please do get in touch and contact our sales team to discuss your requirements further.

Author: Fiona Anderson and Sarah Griffiths


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