Google AdWords’ enhanced campaigns introduced several new features that allow advertisers to refine their targeting by device, location, time of day and user context within a single campaign. Google began rolling out the beta version of enhanced campaigns in February 2013 in an effort to help advertisers better target the growing number of mobile device consumers and other trends.
With enhanced campaigns, PPC managers can:
- Adjust bids from a single campaign across devices, locations, time of day and more.
- Easily edit ads for various user contexts.
- Utilize improved metrics.
EXAMPLES OF ENHANCED CAMPAIGNS FEATURES
A pizza parlor wants to reach people nearby who are searching for “pizza” on a mobile phone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches before 11:00 a.m. and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in a single campaign.
Someone searching on their mobile device near your store might be searching for something completely different than someone searching for something at home on their laptop. With enhanced campaigns, advertisers can show their ads across devices with relevant ad text, sitelink and app or extensions without editing each campaign for every possible combination of device, location and time of day. For example, a national retailer with both physical storefronts and a website can show their ads with click-to-call and location extensions for people searching on their mobile devices, while showing an ad for their e-commerce site to those searching on a PC – all within a single campaign.
With enhanced campaigns, Google counts things like phone calls and application downloads as conversions, something that was previously difficult to track and measure. For example, you can count phone calls of 60 seconds or longer (this metric can be adjusted) that result from a click-to-call ad as a conversion in your AdWords reports, and then compare them to other traditional conversion types, like leads, sales and downloads.
To use the features of enhanced campaigns, select the campaign(s) for which you would like to adjust bids and other features, and click Settings. Here, you will see tabs for All Settings, Locations, Ad schedule and Devices. Below, find some examples of how we used enhanced campaigns for our client, Auto Mobility Sales (AMS).
AMS has three locations: Miami, Fort Lauderdale (Broward County) and West Palm Beach. We increased our bids by 25% in these areas to better target potential customers in these areas:
Since a large number of AMS’ customers navigate to any of their three locations using their mobile devices, we increased the bids on mobile devices with full browsers to ensure the ads show in position one or two, since only the first two ads are shown on a mobile device.
For more information on how we improved AMS’ account performance, view the AdWords Case Study: Mobility Vans & Products.
Think you can graduate from PPC Professionals PPC 101? Contact us today at (954) 606-5359 if you need any more information or help managing your Google AdWords account.