I’ve been reading about the upcoming new AdWords Enhanced Campaigns capability from Google. Of key interest is the ability to adjust pay-per-click (PPC) bids much more easily which certainly sounds promising to both corporate marketers and agencies who manage the day to day operation of AdWords.
How Enhanced Campaigns Help Change Bids
Enhanced Campaigns give AdWords campaign managers the ability to manage bids across devices, locations, or time of day – all from a single campaign by using bid adjustments. This helps marketers reach their most valuable customers and connect with them anytime, anywhere and from any device. Marketers can set multiple bid adjustments to target what’s most important to their business and AdWords will then automatically determine the best ad to appear.
To learn about the technical aspects of managing bids across Google’s new Enhanced Campaigns for Google, here are two articles I recommend for further reading if you wish to learn more:
How To Prep Your B2B Search Program For Google Enhanced Campaigns
by Brad Neelan, Search Engine Land
Bidding Best Practices (Part 1 of 6) – Prioritizing and Iterating on Your Bid Adjustments
John Sullivan, Global Search Solutions at Google
A review of these two articles should offer a good understanding of Enhanced Campaigns for bid management, but what about all the testing and analytics you should do before you upgrade to Enhanced Campaigns? Remember, you want to ensure that you maximize your return on this migration!
First, Find Your Most Valuable PPC Customers
Enhanced Campaigns for bid management sounds great in theory, but first, you need to ask whether your AdWords campaigns are optimized. More specifically, do you know who your best converting visitors are? Chances are you are constantly adjusting and testing to improve or maximize each campaign’s ROI.
If you can’t pinpoint exactly which keywords, landing pages and ad copy are your weakest and best performing – then experimenting with managing bids across devices, locations and time of day may not yield the optimal ROI for your business yet.
So – what to do?
These aspects of your campaigns can be identified by taking an in-depth analysis of the combined metrics in your AdWords and Analytics accounts. Or better yet, a search engine marketing tool like Adigence can help you identify these opportunities through predictive analytics that pinpoint which of your campaign elements are:
- The weakest and merit eliminating, and
- The best performing and therefore are the ones that you should invest more of your budget in.
Once you have been able to successfully pinpoint the optimal aspects of these AdWords elements, Enhanced Campaigns can provide a tremendous amount of value to your business by streamlining the management, granularity and time it takes to adjust bids by devices, locations, or time of day.