Google AdWords enhanced campaigns – how will they affect PPC managers?

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Google AdWords has announced the launch of enhanced campaigns – designed to simply Google advertising and make bidding across different devices (like tablets and mobile), easier. Some say the move will deliver greater budget control and more meaningful metrics, whilst others claim it over-simplifies paid search. Here, ClickThrough copywriter Jack Adams and paid search manager Alison Booth take a look at what’s to come with AdWords enhanced campaign...

The rise of tablets and mobiles has, until recently, presented headaches for the vigilant PPC manager – the traditional best practice approach was to split out devices, with separate campaigns for mobile, tablet and desktop searchers.

The move towards AdWords enhanced campaigns will greatly simplify set-up for PPC staff: and provide far more budget control options for multi-device campaigns.

Announced on February 6, AdWords enhanced campaigns will become available to all Google advertisers during the next couple of weeks - before becoming a fully-fledged feature, implemented on all AdWords campaigns by the time mid-2013 arrives.

Device targeting with enhanced campaigns in AdWords

The main way enhanced campaigns will affect AdWords users is really down to device targeting.

With enhanced campaigns it’ll be possible for devices to be targeted from within the same campaign – an uncomplicated, no fuss approach which Google no doubt hopes will attract more advertisers to AdWords.

Campaign managers will able to allocate budgets to campaigns targeted at each type of device using bid adjustments.

The benefit of this approach in AdWords is that device spending will be calculated on a percentage of your overall bids: so you can quickly push budget towards the devices which are converting.

That said, it also means staff will have to learn to manage the relationship between devices, to properly optimise their synergistic budgets across desktop, tablet and mobile.

Location-based keyword bids for local Google searches

Enhanced campaigns will make it easier for retailers to set keyword bids to target Google searchers within a close radius of their stores – say a searcher in London is on Oxford Street, looking for a flower shop – local florists could place high bids to ensure these mobile searchers see their ads whilst in close proximity to their physical, high-street stores.

This element will also make it possible for advertisers to heighten brand awareness amongst those people situated within a store’s locality.

Sitelink extension scheduling with AdWords enhanced campaigns

The change will also enable sitelinks to be scheduled – a feature that is likely to come in very handy on time-based special offers or promotions.

For instance, Boxing Day sales which go live at midnight on Boxing Day used to require PPC staff to log in and push the extension live at that time – this new scheduling options means it can all be set up and scheduled for launch prior to the Christmas break.

Similarly, users will be able to set-up sitelinks specifically aimed at mobile devices - and optimise these conveniently from the same campaign dashboard, but for different devices.

Sitelink-level Google Analytics reporting

The current AdWords set-up doesn’t provide a huge amount of insight into which sitelinks within a campaign are converting best.

With the upgrade, this information will be accessible to PPC managers, helping them to ascertain which sitelinks work best, and perform far more meaningful optimisation of these ad extensions to boost their conversions.

Again, this represents a huge simplification of Google advertising: PPC account managers currently have to utilise third-party tracking tools, such as Kenshoo, to track sitelink conversions. This internal lack of visibility on return on ad spend (ROAS) must have caused a barrier to some marketers signing up to AdWords in the past, but no more.


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