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
Webinars: Learn with Google
Webinars
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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