Remember back in 2000 when you could just pay for an ad on Google and you would be effortlessly thrown above all of your competition for a tiny investment? Yeah, neither do we. It’s been a while and times have changed!
Introducing Enhanced Campaigns!
Now if you would like to reach prospects by advertising on Google, you have options. Not only can you cover the search engine results pages (SERP’s) with enticing text offers and premium positions, you can also reach your potential customers through banner ads on Google’s extensive display network and even follow them around. Don’t scoff at consumer stalking, everybody’s doing it (doing what?) and increasing their conversion rates.
Anyone who has dabbled in AdWords recently knows, the fun doesn’t stop there. With the diverse range of targeting options available including time, geolocation, device specification (tablets, smartphones, desktops etc.) and others, there is practically no end to the amount of campaign optimization you can engage in. Continuous improvement is not only possible through active analytics analysis, but the practice itself has created an entire industry of professionals that provide management as a service due to it’s complexity.
Due to this diversification it has become increasingly difficult to monitor, track and produce AdWords campaigns with enough efficiency to gain optimal returns on investment. Today, if things aren’t fast, easy and efficient someone will create a new app to make them so. Obviously Google would prefer to keep market share so they’ve updated their system to introduce a real time saver. Hence, Enhanced Campaigns were born!
Why Enhanced Campaigns?
1. People are constantly connected and moving from one device to another as they communicate, shop and stay entertained.
2. New devices mean new opportunities — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more change the marketing landscape. (Insert the medium is the message speech here). People browsing at home on a desktop take a different approach to information on average. This is prime research time. People on smartphones however are likely ready to take action, so the messages targeted to them should reflect that.
3. Enhanced Campaigns create great opportunities for businesses, but can also make marketing more complex and time-consuming as they create a growing number of data streams to analyse regarding online consumer behaviour.
Example: A pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). Signals like location, time of day, and the capabilities of the device people are using have become increasingly important in showing them the right ad.
Switch to Enhanced Campaign
Instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, the pizza restaurant can easily manage all of this in one single place.
Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.
Enhanced Campaign: Key Features
Powerful marketing tools for the multi-device world
People want search results that are relevant for the context they are in — their device, location and the time of day. Enhanced campaigns help you better manage your campaigns and budgets for this multi-device world. With bid adjustments, you can manage bids for your ads across devices, locations, time of day and more — all from a single campaign.
Example: A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.
Smarter ads optimized for varying user contexts
People on the go or near your store may be looking for different things than someone sitting at their desk. With enhanced campaigns, you’ll show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.
Example: A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.
Advanced reports to measure new conversion types
Technology is enabling people to take action on your ads in new ways. Potential customers may see your ad and download your app, or they may call you. It’s been hard for marketers to easily measure and compare these interactions. To help you measure the full value of your campaigns, enhanced campaigns enables you to easily count calls and app downloads as conversions in your AdWords reports.
Example: You can track phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.
Merging to Enhanced Campaign – Approach for prospects
Is your company prepared for Google Adwords Enhanced Campaign?
1. What does it mean for your business?
2. Will it cost you more?
3. Will it be hard to manage and control ads on multiple devices?
At Wisdek our technicians are constantly adapting to the latest Google advancements and we are ready to enhance campaigns now, before the Google Enhanced Campaigns are merged with your existing Adwords account.
Is your company ready?
Retailers who do not continuously optimize their campaigns — in light of a changes — will catch extra costs. You will need to carefully consider the pros and cons that Enhanced Campaigns offer and determine if they are the right fit for yours on Mobile, Desktop/Tablet, Video, Display, and PPC.
Of course our clients don’t have to worry about the merge. Our team of experts are dedicated to keeping up with changes and have already proactively put systems in place to seamlessly accommodate this shift.
Courtney Dale & Nav