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Monday, February 18, 2013

Google Upgrading to Enhanced Campaigns

Google AdWords Upgrading to Enhanced Campaigns

What are Enhanced Campaigns?

Google is going to upgrade adwords campaigns to enhanced campaigns with some new enhanced features.  For now it’s in choice mode as Google is showing alert to upgrade them. You can opt in to upgrade your current campaigns (Google is saying them legacy campaigns now) to Enhanced Campaigns. Google will fully upgrade all the campaign into enhanced campaigns in mid 2013.
Enhanced Campaigns have some new features, which are added to improve targeting in today’s multi device world. These campaigns will reduce the extensive campaign duplication and management.
It will help to effectively manage campaign targeting for location, devices, & time scheduling. Currently if we want to set separate bids, time scheduling, mobile bids for different locations we have to create separate campaigns for them as currently these settings are available at campaign level only. In enhanced campaign we can do these entire things within one campaign.

Features in Enhanced Campaigns:

Smarter Ads: Create smart ads based on user context & device capabilities.
-Adjust ads for mobile devices.
-Schedule ad extensions for day parts or on mobile devices.
-Make separate sitelinks at campaign level and ad group level. Easy to manage sitlink at individual level.
Advanced Reports: Track new conversions like – phone calls, apps downloads, in-store purchase & cross device conversions.
Powerful Marketing Tools: It has powerful tools for targeting multi devices all over the world more effectively.
-Now manage bid across locations, time scheduling and device selection within a single campaign.
-Adjust bid at location level, device level and for day parts.

Things to know before upgrading into Enhanced Campaigns:

-Once you have upgraded to Enhanced Campaigns, you will not able to revert back to old version.
-Campaigns will run across all devices. It will change your device selections to all devices and now you have to manage device selection through bids only. Means if you don’t want to target any specific device type then you can choose option decrease bid 100% of the max CPC.
-Mobile bid can only be adjusted at campaign level by setting percentage of increase or decrease in the Max CPC already selected at Keyword Level or Ad Group Level. Mobile bids adjustments applies on all keywords. You cannot set mobile bid separately  for individual keyword.
-Tablet bidding will be aligned with desktops/laptops. You will not able to set separate bid adjustment for tablets.
-Mobile bids will be fully adjustable by advertisers and Google will stop adjusting bids automatically.

Enhanced Campaigns for Display

Same like search campaigns in display campaigns you can able to set bid adjustments at time level, location level & at device level within a single campaign. Now no need to create separate campaigns for them like before.
Also able to do bid adjustments at User’s Gender level, Age Level, Interest Category Level, and at Placements level.
Three types of bidding will available in Enhanced Campaigns:
-Default Bids :  Ad Group Level Bids
-Custom Bids:  Control Bids across individual targeting level- placements, interests etc.
-Display Bid Adjustments (coming soon): Bid Adjustments for multiple targeting at ad group level.

How to upgrade into Enhanced Campaigns?

Use following Google AdWords Enhanced Campaigns Resources to learn more about how to get started:
Enhanced campaigns upgrade guide: Download guide
AdWords Help Center: Learn with Google Help Center

Lets upgrade to these Enhanced Campaigns and learn how to get more from these new features.
Till then keep in touch and spread your knowledge all over the world. More you share more you learn :)


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