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.
Google AdWords recently updated matching behavior to two of the three match types. In the past, Google had three distinct match types: broad, phrase and exact. Now, Google says that phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Previously, advertisers had to manually add all of the aforementioned keywords to their keyword list.
Google believes that these changes will be broadly beneficial for users and advertisers.
Adding misspellings to phrase and exact match types helps advertisers focus on user intent because people aren’t perfect spellers or typists. Google says that at least seven percent of search queries contain a misspelling; and the longer the search query, the higher the rate for a misspelling.
In addition, adding singular and plural forms of keywords as well as stemmings (example for the root trim, including stemmings such as trimming, trimmed, trimmer, etc.) will keep the same intent of the searcher but make it easier on the advertiser to create keyword lists.
Google has been rolling out this new keyword feature and it will be available to all advertisers by mid-May. Advertisers will still be able to use the traditional phrase and exact match types without the added variants if they desire. Under the “Advanced settings” section in the “Campaign settings” tab, Google AdWords users will see the following Keyword matching options: