Google AdWords is a great way to get your company exposure
on the top of search engines. Over the years, AdWords campaigns have
grown from simple text advertisements, to display ads, video ads, and
most recently Enhanced Campaigns. Nowadays, with an increase in portable
devices used to access to the web, AdWords is shifting it’s approach to
match the needs of these new search habits.

AdWords Enhanced Campaigns is a format of AdWords rolled
out earlier this year as an alternative to the traditional campaign
setup now being called “Legacy”. On July 22nd, all campaigns will be
automatically and permanently moved over to Enhanced Campaigns from
Legacy. It is highly recommend that you make the switch to Enhanced
Campaigns on your own before then, so you can ensure each aspect is
properly optimized. Before we get to that, let’s briefly discuss what
enhanced campaigns are.
What are Enhanced Campaigns?
The fundamental concept of Enhanced Campaigns is tailoring
advertisements to help end users find the information they are looking
for quickly and in the context of their situation. You could in some way
call these campaigns smart ads is they take into account what the user
is looking for, where they are, time of day, and why.
For example, lets say you are looking to get Chinese
delivery from the comfort of your couch on a tablet. When entering
“Chinese food delivery” into a Google search query, Enhanced Campaigns
will display the AdWords campaigns of Chinese food restaurants targeting
your general vicinity using your location service on your smartphone.
Meaning, it will generally show the restaurants that are closest to you!
It may even offer a specific ad text that speaks to those on a tablet
specifically requesting delivery.
Now let’s say you are walking down the street on your
smartphone and enter the same “Chinese food” query. Enhanced campaigns
can interpret that you are walking about and can direct you towards a
walkable Chinese food option. The more you walk, the greater chance the
search results will change, based on proximity and time of day. Enhanced
Campaigns is really about engaging users in the context that they are
in and providing the best solutions.
What Does It Mean?
In the past, marketers would set up campaigns for desktop,
mobile and tablets separately. With Enhanced Campaigns, you can move
seamlessly throughout all three devices with one centralized platform.
So, now that we know what Enhanced Campaigns are, how can
your business prepare itself for the shift to Enhanced Campaigns? You
can upgrade your basic campaigns to Enhanced Campaigns directly from www.adwords.google.com.
Keep in mind, what your business really wants to be thinking about is
testing. Learn what works, and learn what doesn’t. Understand peak
hours, and focus your targeting strategies around that. Are people more
likely to convert the closer they are to your store? Perhaps competition
is greater around your store, so increasing your budget based on how
close the user is to your storefront could be a strategy to ensure your
competitors aren’t stealing your lead opportunities. This is all
achievable under a single campaign, a single ad even! This is what
separates Enhanced Campaigns from traditional Legacy campaigns where
this was not possible.
Remember
Understanding the conversion habits of your previous
campaigns can give you great insight into how you can structure your
Enhanced Campaigns.
With the mandatory switchover imminent, it is essential for
businesses to realize this paradigm shift in AdWords strategy. You will
have to prepare for the future by testing and developing insight into
how your users interact with your online brand.
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