How Enhanced Campaigns will Affect AdWords Campaign Management and PerformanceAs an AdWords campaign manager or as management responsible for AdWords spend and ROI at your organization, you’ve probably heard chatter about the upcoming “Enhanced Campaigns” release from Google AdWords. But have you had the time to sit down and learn about what this is and how it may negatively or positively impact your AdWords performance and overall ROI?

Well, if you don’t have time to wade through online searches, read whitepapers, and the array of articles on this subject, then this blog is a good quick overview to get you up to speed.

What is Google’s new Enhanced Campaigns?

Here’s how Google has defined Enhanced Campaigns: “Enhanced campaigns help you reach people with the right ads based on their context – including location, time of day and device – without having to set up and manage several separate campaigns.”

Basically, Enhanced Campaigns is a new style of how to organize your AdWords campaigns. Instead of having multiple, copied and separate campaigns – each for PC, mobile and by geography, a campaign manager can merge these correlating campaigns under one Enhanced Campaign.

How relevant is this function to your situation?

Enhanced campaigns allow you to better target your audience by location, device and time of day. For example, if you want to adjust your bids for one of your stores in downtown Chicago versus one located in a neighbouring city this can now be done through a single Enhanced Campaign instead of requiring two separate campaigns.

How relevant is this to our increasingly converged world?

By incorporating mobile and geography within a macro structure such as this, Google has done a good job in recognizing the increasingly mobile world we live in and adapting AdWords to address this.

To put into context how important it is to address this mobile trend, here’s a mobile penetration and adoption roll up from a recent blog, “This summer we will hit the ‘mobile moment’ ie that point in time when for the first time ever on this planet, a consumer technology will match the human population in size. The planet has 7.1 Billion people … we will hit that 7.1 Billion number around the summer of 2013.”

Hence, Google’s Enhanced Campaigns for AdWords is a good step forward in bringing together the converging world of device types to help advertisers target users based on keywords and context together – bringing forth contextually aware campaigns and (hopefully) contextually relevant advertising.

So your next question is likely … what do I do now?

Here’s what Google has stated, as cited in an article published in Search Engine Land, “We will begin automatically upgrading all AdWords campaigns to enhanced campaigns starting on July 22, 2013.”

Hmmm, this certainly does not sound optional. We should be bracing ourselves and fully expect our campaigns to automatically roll over on or shortly after this date. And if this is true, then what do you need to do to prepare for this?

Before July 22nd, take the time to comprehensively understand the health of your current set of campaigns. If you do reporting monthly, quarterly or have longer reporting cycles – make sure to complete your reporting now and don’t be tempted to delay until after July 22nd.

Did you find this helpful?

Welcome to our new blog series on Enhanced Campaigns. Over the next few weeks, we will be publishing more on this topic to help marketers understand the implications of and how to fully take advantage of the new Enhanced Campaigns functionality.

If you are already dizzy with the amount of changes to come, and are currently snowed under with maintaining and increasing the ROI of your present set of AdWords campaigns, give us a call at Apption. Perhaps we can help with our AdWords optimizer – Adigence.

In the meantime, for those looking for more in-depth knowledge and discussions on Enhanced Campaigns, here is some additional recommended resources.

Google AdWords Enhanced Campaigns: The Good, Bad & Uncool” is an article published in Search Engine Watch. In it, Alistair Dent of Periscopix has some good advice on how to prepare for this transition.

Or, visit the AdWords Enhanced Campaigns site for news and blogs published by Google.

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