Google recently announced Enhanced campaigns which will be the future of online marketing. This feature is going to launch sometime this summer, and Google is urging everyone to start implementing this feature sooner rather than later.
We are in a day and age where consumers are constantly shopping, whether it is on the move, or in their homes, looking for the best deals and using every device they can to get them. Google recognizes this, and wants to deliver the right ads to the right consumers, in the right places, at the right times.
Enhanced campaign does just that! No longer will you be able to separate mobile, desktop, and computers into separate campaigns. Starting this summer, every account will target every device all within each campaign.
For PPC advertisers, this presents quite a few challenges. Losing more control of what devices ads will show, and not being able to optimize on those devices separately isn’t something agencies are enthused about. If you are looking at separate campaigns for your mobile, desktop, and tablets within your AdWords account, it’s time to start bringing them back together!
Merging existing campaigns is another piece of the enhanced puzzle, and you will want to start picking your primary campaigns, those being the campaigns that gathered the most data and gathering data from secondary campaigns, for supporting data. After this is done, I would recommend upgrading these hybrid campaigns, to make sure conversion tracking is still working properly. Later on down the road, delete the secondary campaigns to avoid reactivation or account manager confusion.
Although there might be lack of control in some aspects, there will be more control when it comes to geo-targeting, and time targeting, along with scheduled extensions. For example, if you own a flower shop, that consumers may come into the shop from 9-5 to buy flowers, within that geographic area, you can set ads with call extensions.
These ads would be displayed during the work hours to promote in-house sales, and answer phone orders. After 5, you can schedule new extensions that will show up for the ads to promote online orders, and arrangements for later dates. Staying true to delivering the right ads at the right times, to the right people. Along with the schedule extensions, comes an array of new conversion tracking metrics. Some of which were mentioned during the seminar are call conversions, app downloads, in store purchases, and cross device conversions.
Another important change that Google announced affects advertisers with separate mobile site URLs from their desktop and computer URLs. If this is the case, they will need to contact Google as soon as possible to get on their “white list” in order to prevent any delay on their ads being shown later this summer. Since all devices are going to be migrated under one campaign, this may be an issue for many users.
The best recommendation I have after Google’s seminar is to start implementing the changes as soon as possible. This way you can get the feel for the new way things will work, in the new enhanced campaign format. Allowing some wiggle room before the deadline hits will allow you to get all your pieces in place to be a head of the game. Although this seems like a backward step in some direction, and may limit some optimization abilities that might not be in the best interest for PPC managers, in the end it will all “come together.”