Earlier this year, Google AdWords introduced Enhanced Campaigns to its advertisers in an effort to consolidate and increase efficiency of pay-per-click (PPC) campaigns in order to reach customers more effectively based on a their device, location or time of day they are searching for products or services. This week Google announced an automatic migration date for any campaigns not already upgraded to Enhanced Campaigns by July 22, 2013.
What does this mean for Google AdWords advertisers? If campaigns within your AdWords account are not manually migrated to Enhanced Campaigns, they will be automatically migrated. This means that if you have specific settings for either tablet or mobile devices, your campaigns may be affected and your ads may show on a device you previously chose to opt out of. In addition, other settings like geo-targeting and ad scheduling may not be ported over, so advertisers should manually upgrade their campaigns before this information is lost.
Some features of Enhanced Campaigns include upgraded Sitelinks where advertisers can add these extensions at the ad group level and can select what time of the day they are shown as well as automatically adjusting cost-per-click (CPC) bids.
Last year Google announced Offer Extensions from AdWords where advertisers are able to showcase redeemable offers like deals, rebates and coupons through paid search text ads on search engine result pages. Previously Offer Extensions were available only through Beta, but with Google’s introduction of Enhanced Campaigns, this sitelink extension is available to all advertisers.
Advertisers will be prompted to enter details on each specific offer, redemption and distribution dates as well as terms and conditions of the offer. Like other ad sitelinks in Enhanced Campaigns, Offer Extensions can be scheduled to show on specific days of the week as well as times of the day.
Offer Extensions are a great way to promote limited-time offers on your website through paid search ads. In addition, advertisers can track performance of these extensions to see how many clicks, impressions and conversions came from these added links.
To implement Offer Extensions, go to the Ad extensions tab within Google AdWords, and select View: Offer Extensions from the dropdown menu.
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.