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 month Google AdWords introduced Search Funnels columns within their advertising platform by allowing advertising the ability to add such metrics within the AdWords interface. Search Funnels show how searchers conduct queries for products or services before a conversion takes place and allows advertisers to make educated decisions on how to formulate keyword pay-per-click (PPC) campaigns.
Previously advertisers would have to access Search Funnels via Google Analytics to view this information. Google has simplified the optimization process for advertisers by adding Search Funnels columns within the AdWords interface.
To add Search Funnels metrics, select Customize Columns and choose Search Funnels metrics. These metrics are available within the Campaigns, Ad groups, Ads and Keywords tabs. Please note that advertisers must have conversion tracking in place in order to see Search Funnels metrics.
Use these metrics to find out what keywords are best at assisting conversions or are being viewed immediately before a conversion takes place on your website. You can use this information to insure that you are not eliminating keywords that are assisting conversions, and instead choose to decrease your bids on these terms to avoid high costs.
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.