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.
Shopping.com has rebranded itself from a shopping comparison engine to an eCommerce advertising platform that will be known as the eBay Commerce Network (ECN). Advertisers with eCommerce websites will be able to create product listing ads, similar to what Google released last year with Product Listing Ads via Google Shopping.
The eBay Commerce Network says that merchants who advertise on their network can have their product listing ads available to hundreds of sites within the ECN network with one feed. ECN partners include Bing, CNET, TheFind, eBags, eBay and Shopping.com and other comparison shopping engines.
We recently reported new product listing ad formats on the Bing.com search engine results page, which may be attributed to this announcement of the eBay Commerce Network.
There are no set up fees charged by ECN to participate and marketers will be charged in a cost-per-click (CPC) model. In addition, advertisers will have an online dashboard to monitor product listing ads as well as retail pricing.
The new eBay advertising platform is expected to be a strong competitor against Amazon and Google Shopping.