jacky | April 10, 2013
Since the release of AdWords Enhanced Campaigns in February, Google have been rolling out information slowly to get you in the “Enhanced Campaign” mood and make it easier for you to crossover. In fact in June the Enhanced Campaign option will be compulsory, so all your old Legacy campaign will automatically get switched to Enhanced Campaigns.
Now is the time for you to test the new structure and experiment on the additional features or constraints of Enhanced Campaigns. So what are the new features of Enhanced Campaign setting? Below is a full list of features and tips to make your campaigns great:
Device Targeting : Bid control on each devices (sort of) at a campaign level.
At a campaign level you can control bids on mobile devices. If your business performs well on mobiles ads before Enhanced Campaigns came in you can boost bids for ads displayed on mobile devices with the new feature. If historically your company does not perform well on mobile ads or you see there is a high risk in entering the mobile ad market just specify the bid adjustment to decrease by 100% capping the bid amount to $0 and making your ads not show up at all on a mobile device. At the moment the bid adjustments can only be adjusted for mobile devices not tablets and computers. So if you’re clever you have now figured out the one major drawback of Enhanced Campaigns which is it forces you to bid on the computer and tablet market, it will be compulsory.
Location Targeting : Bid control for country, region, city or post code at a campaign level
Not only can you target by devices but now you can target by location. On the new Enhanced Campaigns setting you can now specify the bids you want for each country, region, city or postcode. If you are a local business or you do well in certain areas you may find this option useful. Bid highly at the areas you find you perform the best in. Alternatively location targeting also gives you the opportunity to test areas you haven’t developed without spending much of your budget.
On a campaign level you can define when you ads will show and not show just like the Legacy Campaigns, but now you can define the bid amount for each selection of day or time you defined. For businesses that have a peak period in conversions during certain times of the day or specific day this option will be useful to you. You can increase the bids at these time, or you could act strategically and bid highly for the days you are underperforming to try to improve your results on those days or times.
Now you can control the bids across your devices, time and location. How does each individual bid add up with all these powerful settings? So if you have increased your bids at a certain time and for a specific device what will be the overall bid be if the people searching for you ads satisfy both requirements? Lets see how this would work with an example:
|You scheduled your ads to run weekday at 9am-5pm. But you found out your peak period is at 12pm-3pm on those days. You decide to to set a bid adjustment at those times to +25%.You also decide to set a bid adjustment of +20% for New York because you do well in this area. If a searcher is in New York and is searching at times 12pm-3pm then the total bid will be :Start bid (max CPC): $1.00
Monday to Friday 12pm-3pm bid adjustments: $1.00 x (25%)=$1.25
New York adjustments: $1.25 x (20%)=$1.50
Total max CPC after adjustments: $1.50
Ad Extensions : Ad extension customisation at a adgroup level
One of the best features on the new Enhanced Campaign are the new Ad extensions settings and reporting. Now you can view all the ad extensions components individual performance stats. For each text link extension and other types of extension components, AdWords will now be reporting at a much more granular level so you can see how well each link and extension component are doing. With enhanced campaigns you can understand which ad extension component such as link text are the best so you have the knowledge to combine the best performing extension components together to make the “ultimate” extension set.
Not only have the reporting on extension become more powerful and granular. But also each ad group can now have its own defined ad extensions.
This feature (so far) only works for site links, call extensions, offer extensions and app extensions. So you can define the type of links, contact and special offer information and app links for each adgroup. These would be suited for a more targeted ad group for example product focused ad groups, which would have a limited variety of ads or keywords. With these extension settings you could tailor the look, link and contact information to suit that adgroup and in theory should yield you more conversions.
Phone Call Conversion: New call conversion tracking
You can now track a call. You can specify to record a conversion whenever a call is over a certain time duration, as well as seeing if the phone number was clicked on.
What are the disadvantages of the AdWords Enhanced Campaigns
One previous mentioned drawbacks are that when you use Enhanced Campaigns you are forced to bid on ads displayed on tablets and computers. You can modify mobile bid adjustment to -100% exclude yourself from the mobile advertising market but there is no way to exclude yourself from ad tablet market. How do you feel about this? Comment below
Another drawback is because it is compulsory to bid on computer and tablet devices for every campaign, you can’t make an ad sschedule in for each device anymore. Regardless of your setting your ad schedule will be applied to computer and tablets. The only one you can control is mobile ads by placing a -100% bid adjustment. In the Legacy Campaigns you can set up campaigns to target different devices and specify a ad schedule for each campaign.
Because it is now compulsory to bid on tablets and computers together if you are performing poorly on these devices due to you business being incompatible with tablet ads or online computer ads or you have a lack of experience with tablet ad your overall quality score will go down. So this is why you should start your Enhance campaigns now to test scenarios and get use to placing ads on tablets.
Enhance Campaigns are going to be a compulsory marketing feature in the future. There are many drawbacks and constraints. But fear not the Marketing Exchange have the world’s brightest PPC experts, in whatever sector, country you are in you can find the perfect PPC expert here. To drive your conversions all you have to do is submit a brief.