AdWords Introduces Upgrade Center for Enhanced Campaigns

Anne Garcia - April 25, 2013

Earlier this month we announced a forced migration date of July 22, 2013 to Enhanced Campaigns, which means that advertisers must transition their legacy campaigns to Enhanced or else risk the chance of losing device, location or ad scheduling targeting without migrating on their own. Google AdWords has announced its Upgrade Center to make upgrading easier for advertisers with many campaigns. The new Upgrade Center will be rolled out to all Google AdWords accounts over the next few weeks.

Google says that with the upgrade center, advertisers can upgrade several campaigns at a time as well as merge campaigns together in a few easy steps. This new Upgrade Center will be available in the left-hand navigation tab within the Campaigns tab, where the Shared Library is located.

The bulk upgrade option gives advertisers a way to upgrade multiple campaigns that don’t require merging campaigns. This is a great option for easily upgrading a campaign to Enhanced and only adjusting bids for mobile devices.

On the other hand, if you have campaigns that have similar keywords and geo-targeting, the Upgrade Center will automatically identify these campaigns to be merged together. Next, advertisers will be able to preview and assess the recommended campaign settings, ad groups and even ad extensions for the new merged campaign. Google will automatically combine ad groups and budgets. In addition, Google says that other campaign level settings and extensions in the Primary campaign will be used over the Secondary campaign that was merged.

Google recommends upgrading Display-only campaigns rather than merging existing Display-only campaigns together as the Upgrade Center does not support the ability to merge imaged ads, audience targeting and other display-specific targeting options.