If you've logged in to Google AdWords recently you will probably have seen a message suggesting that you upgrade to Enhanced Campaigns. Although Enhanced Campaigns are optional at this point Google is going to automatically upgrade Campaigns which have not been manually upgraded on Monday the 22nd of July. If you make use of Google's PPC Advertising you need to decide if you want to upgrade yourself or leave it to Google and you need to know what makes Enhanced Campaigns different.
What is an Enhanced Campaign?
1) An Enhanced Campaign gives you the ability to adjust bids based on Location, Device (Desktop, mobile or Tablet) and Time of Day. These settings were previously available but not without setting up a new Campaign.
Some instances where this might be beneficial:
You might want to bid more for people who are within a mile of your shop (who are more likely to visit), are using an iPhone (who will buy anything) or are browsing in the daytime on a desktop (If you are selling to businesses).
2) You also have the ability to serve different Ads based on Location, Device and Time of Day.
Some instances where this might be beneficial:
Serving an Ad with a phone number to people near your restaurant. Using different Ad copy at different times of day: “call us now” between 9:00-5:30 or “find out more online” in the evening.
What Do You Need to Do?
You need to upgrade your Campaigns manually otherwise they will be automatically upgraded with default settings. Click on the pop up in AdWords to visit the Upgrade Centre.
1) Mobile Bid Adjustment
You will be asked to set your mobile bid adjustment – you can leave this as the same as Desktop, choose a percentage change or let Google decide:
If your Campaign was previously only targeting Desktop and Tablet users then you will need to set mobile bid adjustment to -100% to prevent your Ad from showing up in mobile search. If you are automatically upgraded your settings will be based on what other advertisers are choosing.
2) Merging Campaigns
If you currently have mobile and desktop Campaigns which appear to be similar you will be offered the opportunity to merge these into one Campaign.
Benefits and Risks of Enhanced Campaigns
Some advertisers are concerned that being forced to combine mobile and desktop will give them less granular control over their Campaigns. One thing which is certain is that a pro-active approach and manually upgrading are the best ways to ensure that you minimise risk.
There are lots of potential benefits to using Enhanced Campaigns particularly for those who don't have a great deal of time to create new Campaigns and test out alternative settings. Once you have upgraded you can experiment with different factors and work out what will work best for you. This post by Google contains some interesting Case Studies from organisations who have seen improvements in ROI since upgrading.
If you want to know more about the potential risks and benefits of using Enhanced Campaigns then get in touch with our Digital Marketing team.
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