We’ve all had a very good relationship with Google and AdWords for years now. Their support and innovation has helped us expand and refine our paid search accounts year after year. Every new update added tools to help all search maketers get ahead.
And then Google Enhanced Campaigns came along.
The reaction was decidedly mixed, moreso than any other AdWords update I’ve seen. For the first time in as long as many of us can remember, Google was taking away functionality without giving us something comparable back in return. Do you have a mobile-only account? Not anymore, because mobile bids are now a multiplier of mandatory desktop bids. Do you target tablets separately from desktops? Too bad if you do, because Enhanced Campaigns lump them together.
The lead up to Enhanced Campaigns launching reminded me of what happens every time Facebook makes an update. Things aren’t the same anymore and as a user, you have no choice but to go along with it. Thousands and thousands of status updates and blog posts appear crying for Facebook to “SWITCH BACK TO THE OLD WAY OF DOING THINGS BECAUSE IT’S BETTER!”
In a lot of cases, it’s not that the old way is better. The old way is just the way that we’re all used to. We don’t like change. And in the cases where the old way actually was the better way for some users, it’s frustrating because no one wants to be dragged kicking and screaming into using a lesser product.
But you know what else happens? We all get used to it. We all figure out how to use the new functionality in the best way we can because we have no choice.
And that’s what we’re all going to do. The fact that we have no choice but to go along with Enhanced Campaigns is beside the point, because the changes have already happened.
And you know what the best part is? Things are going to get WAY better. AdWords users are smart and creative. Even if Enhanced Campaigns restrict something you were already doing in your accounts, you’ll figure out a better way to do what you need to do. This is an opportunity to mix things up. This is an opportunity to show why you’re (hopefully) getting paid the big bucks to run paid search for a client.
For the most part, the most creativity we get to show is in 25/35/35 characters in an ad, something that hasn’t changed in the career of most PPC specialists. Now’s the chance to use Enhanced Campaigns to your advantage.
True, you have no choice but to roll with the Enhanced Campaign punches. But instead of crying foul, use this as a call to arms and figure out the next way you’ll be able to stay one step in front of your competitors.
Some people already have a head start on those who waited on upgrading their accounts to Enhanced Campaigns. You can read Google’s case studies to learn more. Even here at 435 Digital, Enhanced Campaigns have been a big hit. We’ve rolled out new offer extensions to two of our clients, and both have seen a 29.02% jump in click through rate and a 17.34% jump in conversions. Instead of having to use up an entire ad’s copy with an offer, we can now place that offer into an extension instead. This frees up the actual ad copy for a longer call to action and value proposition. Take a look at the ad below:
Don’t forget that in Enhanced Campaigns, extensions are your best friend. There’s no reason not to try every extension available to you, because the worst thing that can happen is that they don’t work. And if that’s the case, you can take them down or change them up again. Even if certain extensions don’t benefit your account, you’re no worse off than you were prior to using them. And the potential for increasing traffic is huge and completely customizable.
I feel like this should end with a “They can take our targeting settings, but they can never take our freedom” joke, but I felt so lame just typing that out that I think it’s best to just sign off here.
Good luck,
Rich
Since
Google announced plans to introduce Enhanced Campaigns within AdWords,
there has been much discussion about the potential impacts of the
change. For those managing Google AdWords accounts, it's clear that there's a need to understand the purpose of these changes and what they will mean for your campaigns.
Enhanced Campaigns are Google's reaction to the fact that people are increasingly using a range of devices, such as tablets, smartphones and laptops. The existing AdWords platform has not made it easy for advertisers to react to this changing landscape and to target potential customers accordingly.
With Enhanced Campaigns, it's possible to manage tasks for multiple devices within a single campaign. This means that you can quickly update bids and create bids, without requiring multiple campaigns.
There are some specific elements that can make your advertising more effective. For example, you can choose to alter bids at specific times of the day. This could be useful, allowing you to bid more to advertise to those who are within close proximity to your own location.
Ads can also be created that are designed to appeal to users of specific devices. In addition, Google has added some new reporting facilities, enabling you to track a variety of conversion types, including digital downloads, telephone calls and conversions that occur on differing devices.
There are also some features that have received considerably less publicity. It's possible, for example, to show potential customers the number of Google+ followers that you have. By adding this information into your campaign, Google is suggesting that you can expect to see higher click-through rates on ads that are within your Enhanced Campaigns.
It's fair to say that Enhanced Campaigns have received something of a mixed reaction. Some agencies have suggested that the new campaigns make it easier to manage budgets, but there has been some concern about the fact that desktop and tablet targeting settings appear to have been merged.
Right now, your legacy campaigns will be unchanged. It won't be long, however, before Google will ask you to migrate across to Enhanced Campaigns. Given this situation, it makes sense to take a closer look at Enhanced Campaigns now.
The changing functionality may be somewhat limiting in some cases and it will be important that you grasp the impact that it will have on your own AdWords accounts. In effect, it's likely that you will need to manage fewer campaigns. The clear downside, however, appears to be a loss of flexibility.
If you currently like to use different bidding approaches for varying devices and carefully monitor the impact of your changes, then you may find that Enhanced Campaigns limit your abilities to get the best possible returns. As a result, you may not be in a rush to make the switch.
For those countries where the functionality is being put in place, call tracking is being offered free of charge. This is a clear advantage, compared to the current situation, where it's necessary to pay for such leads from desktops and tablets.
This will be good news for those businesses that currently rely heavily on the power of incoming calls.
There are some clear advantages associated with the introduction of Enhanced Campaigns. You may be able to take advantage of the free Call Tracking feature and there's scope to limit the number of campaigns that you need to maintain.
You do need to be aware, however, that Enhanced Campaigns will limit the flexibility that's available to some advertisers. Before making the leap, it's important that you've considered your requirements in full.
- See more at: http://alphawavemedia.co.uk/blog/2013/05/what-are-google-adwords-enhanced-campaigns#sthash.VnR7CKuj.dpuf
Enhanced Campaigns explained
Enhanced Campaigns are Google's reaction to the fact that people are increasingly using a range of devices, such as tablets, smartphones and laptops. The existing AdWords platform has not made it easy for advertisers to react to this changing landscape and to target potential customers accordingly.
With Enhanced Campaigns, it's possible to manage tasks for multiple devices within a single campaign. This means that you can quickly update bids and create bids, without requiring multiple campaigns.
There are some specific elements that can make your advertising more effective. For example, you can choose to alter bids at specific times of the day. This could be useful, allowing you to bid more to advertise to those who are within close proximity to your own location.
Ads can also be created that are designed to appeal to users of specific devices. In addition, Google has added some new reporting facilities, enabling you to track a variety of conversion types, including digital downloads, telephone calls and conversions that occur on differing devices.
There are also some features that have received considerably less publicity. It's possible, for example, to show potential customers the number of Google+ followers that you have. By adding this information into your campaign, Google is suggesting that you can expect to see higher click-through rates on ads that are within your Enhanced Campaigns.
What will the impact be?
It's fair to say that Enhanced Campaigns have received something of a mixed reaction. Some agencies have suggested that the new campaigns make it easier to manage budgets, but there has been some concern about the fact that desktop and tablet targeting settings appear to have been merged.
Right now, your legacy campaigns will be unchanged. It won't be long, however, before Google will ask you to migrate across to Enhanced Campaigns. Given this situation, it makes sense to take a closer look at Enhanced Campaigns now.
The changing functionality may be somewhat limiting in some cases and it will be important that you grasp the impact that it will have on your own AdWords accounts. In effect, it's likely that you will need to manage fewer campaigns. The clear downside, however, appears to be a loss of flexibility.
If you currently like to use different bidding approaches for varying devices and carefully monitor the impact of your changes, then you may find that Enhanced Campaigns limit your abilities to get the best possible returns. As a result, you may not be in a rush to make the switch.
Call Tracking
For those countries where the functionality is being put in place, call tracking is being offered free of charge. This is a clear advantage, compared to the current situation, where it's necessary to pay for such leads from desktops and tablets.
This will be good news for those businesses that currently rely heavily on the power of incoming calls.
Conclusions
There are some clear advantages associated with the introduction of Enhanced Campaigns. You may be able to take advantage of the free Call Tracking feature and there's scope to limit the number of campaigns that you need to maintain.
You do need to be aware, however, that Enhanced Campaigns will limit the flexibility that's available to some advertisers. Before making the leap, it's important that you've considered your requirements in full.
- See more at: http://alphawavemedia.co.uk/blog/2013/05/what-are-google-adwords-enhanced-campaigns#sthash.VnR7CKuj.dpuf
Since
Google announced plans to introduce Enhanced Campaigns within AdWords,
there has been much discussion about the potential impacts of the
change. For those managing Google AdWords accounts, it's clear that there's a need to understand the purpose of these changes and what they will mean for your campaigns.
Enhanced Campaigns are Google's reaction to the fact that people are increasingly using a range of devices, such as tablets, smartphones and laptops. The existing AdWords platform has not made it easy for advertisers to react to this changing landscape and to target potential customers accordingly.
With Enhanced Campaigns, it's possible to manage tasks for multiple devices within a single campaign. This means that you can quickly update bids and create bids, without requiring multiple campaigns.
There are some specific elements that can make your advertising more effective. For example, you can choose to alter bids at specific times of the day. This could be useful, allowing you to bid more to advertise to those who are within close proximity to your own location.
Ads can also be created that are designed to appeal to users of specific devices. In addition, Google has added some new reporting facilities, enabling you to track a variety of conversion types, including digital downloads, telephone calls and conversions that occur on differing devices.
There are also some features that have received considerably less publicity. It's possible, for example, to show potential customers the number of Google+ followers that you have. By adding this information into your campaign, Google is suggesting that you can expect to see higher click-through rates on ads that are within your Enhanced Campaigns.
It's fair to say that Enhanced Campaigns have received something of a mixed reaction. Some agencies have suggested that the new campaigns make it easier to manage budgets, but there has been some concern about the fact that desktop and tablet targeting settings appear to have been merged.
Right now, your legacy campaigns will be unchanged. It won't be long, however, before Google will ask you to migrate across to Enhanced Campaigns. Given this situation, it makes sense to take a closer look at Enhanced Campaigns now.
The changing functionality may be somewhat limiting in some cases and it will be important that you grasp the impact that it will have on your own AdWords accounts. In effect, it's likely that you will need to manage fewer campaigns. The clear downside, however, appears to be a loss of flexibility.
If you currently like to use different bidding approaches for varying devices and carefully monitor the impact of your changes, then you may find that Enhanced Campaigns limit your abilities to get the best possible returns. As a result, you may not be in a rush to make the switch.
For those countries where the functionality is being put in place, call tracking is being offered free of charge. This is a clear advantage, compared to the current situation, where it's necessary to pay for such leads from desktops and tablets.
This will be good news for those businesses that currently rely heavily on the power of incoming calls.
There are some clear advantages associated with the introduction of Enhanced Campaigns. You may be able to take advantage of the free Call Tracking feature and there's scope to limit the number of campaigns that you need to maintain.
You do need to be aware, however, that Enhanced Campaigns will limit the flexibility that's available to some advertisers. Before making the leap, it's important that you've considered your requirements in full.
- See more at: http://alphawavemedia.co.uk/blog/2013/05/what-are-google-adwords-enhanced-campaigns#sthash.VnR7CKuj.dpuf
Enhanced Campaigns explained
Enhanced Campaigns are Google's reaction to the fact that people are increasingly using a range of devices, such as tablets, smartphones and laptops. The existing AdWords platform has not made it easy for advertisers to react to this changing landscape and to target potential customers accordingly.
With Enhanced Campaigns, it's possible to manage tasks for multiple devices within a single campaign. This means that you can quickly update bids and create bids, without requiring multiple campaigns.
There are some specific elements that can make your advertising more effective. For example, you can choose to alter bids at specific times of the day. This could be useful, allowing you to bid more to advertise to those who are within close proximity to your own location.
Ads can also be created that are designed to appeal to users of specific devices. In addition, Google has added some new reporting facilities, enabling you to track a variety of conversion types, including digital downloads, telephone calls and conversions that occur on differing devices.
There are also some features that have received considerably less publicity. It's possible, for example, to show potential customers the number of Google+ followers that you have. By adding this information into your campaign, Google is suggesting that you can expect to see higher click-through rates on ads that are within your Enhanced Campaigns.
What will the impact be?
It's fair to say that Enhanced Campaigns have received something of a mixed reaction. Some agencies have suggested that the new campaigns make it easier to manage budgets, but there has been some concern about the fact that desktop and tablet targeting settings appear to have been merged.
Right now, your legacy campaigns will be unchanged. It won't be long, however, before Google will ask you to migrate across to Enhanced Campaigns. Given this situation, it makes sense to take a closer look at Enhanced Campaigns now.
The changing functionality may be somewhat limiting in some cases and it will be important that you grasp the impact that it will have on your own AdWords accounts. In effect, it's likely that you will need to manage fewer campaigns. The clear downside, however, appears to be a loss of flexibility.
If you currently like to use different bidding approaches for varying devices and carefully monitor the impact of your changes, then you may find that Enhanced Campaigns limit your abilities to get the best possible returns. As a result, you may not be in a rush to make the switch.
Call Tracking
For those countries where the functionality is being put in place, call tracking is being offered free of charge. This is a clear advantage, compared to the current situation, where it's necessary to pay for such leads from desktops and tablets.
This will be good news for those businesses that currently rely heavily on the power of incoming calls.
Conclusions
There are some clear advantages associated with the introduction of Enhanced Campaigns. You may be able to take advantage of the free Call Tracking feature and there's scope to limit the number of campaigns that you need to maintain.
You do need to be aware, however, that Enhanced Campaigns will limit the flexibility that's available to some advertisers. Before making the leap, it's important that you've considered your requirements in full.
- See more at: http://alphawavemedia.co.uk/blog/2013/05/what-are-google-adwords-enhanced-campaigns#sthash.VnR7CKuj.dpuf
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