With the recently released Enhanced Campaigns in Google AdWords, advertisers will be able to automatically increase or decrease bids based on device, geography and time of day or time of week, and based on the business’ goals. Automatically adjusted bids can be multiplied from negative 100% to 300%.
For example, a business knows that their mobile paid search traffic has a higher conversion rate, but not in New York City, and is more likely to perform during office hours of 9am to 5pm. In this case, the advertiser can bid a higher percentage for mobile devices, less in New York City, and more during 9am to 5pm by adjusting cost-per-click (CPC) bids within the same campaign based on device, location and time. These stacked bid adjustments will be multiplied together to reach the final bid adjustment percentage. So, if the advertiser chooses to bid 120% for mobile devices, -50% in New York City and 260% during 9am to 5pm, when all criteria has been met, the final bid adjustment would be (1.2 x .5 x 2.6) 1.56% of the original CPC bid.
By automatically adjusting CPC bids, advertisers will be able to allot more time to identify points of optimization rather than creating numerous campaigns to find targeted users.
With the introduction of Enhanced Campaigns, sitelinks are getting an entire revamp. The following are several updates to sitelinks within Google AdWords to increase advertiser performance.
Last week we reported Google AdWords’ announcement of Enhanced Campaigns. We have more information on the subject as our accounts have been whitelisted for the migration to Enhanced Campaigns.
Enhanced Campaigns will reach more searchers with fewer campaigns. Instead of having separate campaigns for specific devices and locations, advertisers will be able to on bid per keyword on desktop/tablet devices and a separate bid per keyword for mobile devices. In addition, there won’t be a need for separate campaigns for multiple locations because advertisers will be able to set adjustable bids based on location. For example, an advertiser can choose to target a higher maximum cost-per-click (CPC) for locations where they have actual brick and mortar locations and bid lower for CPCs in non-brick and mortar locations. With Enhanced Campaigns, previous accounts with multiple campaigns will now roll up into fewer enhanced campaigns.
Google says that it will show smarter ads optimized to the user. Creative, sitelinks, app or extensions will be selected based on the user context and device capabilities. Advanced reporting will be introduced with Enhanced Campaigns to be able to measure new conversion types. Click-to-call links from mobile devices will now be free; previously they were the average CPC of the campaign, and will be able to be tracked as conversions. Furthermore, digital downloads, in-store purchases and cross device conversions will all be measurable within Enhanced Campaigns.
Simply put, the Enhanced Campaigns will allow advertisers to manage bids across multiple devices, locations and time.