Yesterday Google announced an upcoming change for AdWords called Enhanced Campaigns that will go into effect in the second quarter of this year and affect all campaigns within the ad network.
Google says that over the last few years, user behavior has shifted to where people are using multiple devices, i.e. computers, tablets and smartphones, based on what works best for where they are and what their goal is. Because of this new behavior, Google is shifting its campaign settings so that all devices will be rolled into one campaign and Google will consider desktops and tablets as one device. Advertisers will be able to opt out of mobile devices by bidding down on the device, but will be unable to opt out of desktop/tablet devices all together.
There will be a gradual transition to Enhanced Campaigns and Google will not force a migration of the change until late in the second quarter.
Advertisers will be able to specifically create ads and extensions for mobile devices. In addition, sitelinks will be introduced at the ad group level and we will be able to see reporting for each individual link. Currently, sitelinks and its statistics are set at the campaign level. What’s more, Google says that it is working on advanced reporting to be able to see multi-device attribution to determine how many devices a visitor uses before converting.
Our Executive Vice President, Danielle Leitch, was quoted in the Wall Street Journal in regard to the release of Enhanced Campaigns.
The holidays are quickly approaching and you may be strategizing on new tactics to increase sales before the year ends. Below are several strategies for Google AdWords that don’t require too much heavy lifting so, that you can implement before the online shopping season ends.
Google AdWords Ad Extensions are a way for advertisers to extend their ads with deeper, more relevant content to searchers in the form of additional links within a text ad. Ad extensions provide extra links to a standard text ad to link to additional pages within your website versus one link to one landing page. Google has expanded their ad extension options from its original release of Sitelinks over two years ago.
Below is an overview of various ways advertisers can implement ad extensions.