Don’t forget that all Google AdWords advertisers must upgrade all existing campaigns to Enhanced Campaigns by July 22, 2013 or Google will automatically migrate your current campaigns for you, which may impact your advertising targeting settings.
Google is updating its device targeting by combining desktop and tablet devices under one setting where advertisers will not be able to eliminate one device over another, thus automatically showing ads on both desktop and tablet devices. Advertisers will still be able to “opt-out” of delivering ads on mobile devices by bidding -100% for mobile devices. If Google automatically upgrades your existing AdWords campaigns for you, it may select to opt-into mobile devices without your consent. This will affect advertisers that do not currently have mobile-friendly versions of their site and may spend un-wanted ad dollars.
The search engine has made it simple for advertisers to upgrade existing campaigns by introducing its Upgrade Center, which should be available for all users. Below is a screen shot of the new Upgrade Center available in Google AdWords.
With Enhanced Campaigns in Google AdWords, advertisers have the ability to automatically adjust bids based on device, location and time of day or week. When Google first released Enhanced Campaigns, advertisers were given the option to increase or decrease bids for mobile devices at the Campaign level. The screen shot below shows this option with an automatic 30% decrease for mobile devices.
Now Google has announced that in order to provide more control and precision over bids within Enhanced Campaigns, advertisers will be able to automatically adjust bids for mobile devices at the ad group level. Google says that this functionality will be introduced in mid-May.
Ad group level bid adjustments will work well for large pay-per-click (PPC) campaigns with numerous ad groups since there most likely will be a wide range of average cost-per-click (CPC) values throughout a large campaign, especially if there are multiple keyword themes throughout the campaign.
Just a reminder that advertisers must upgrade to Enhanced Campaigns by July 22, 2013 or else Google will automatically migrate your campaigns to Enhanced by that date.
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.