Good or Bad News for Your AdWords Campaigns?

Google AdWords Enhanced Campaigns are coming in late July for everyone using Google AdWords advertising. For those that are not familiar with Enhanced Campaigns, Google made the official announcement in February that an ‘upgrade’ to AdWords campaign settings, targeting, and bidding would be released to make account management and reporting much easier for the multi-device world in which we now live. Aimed at small to medium businesses (SMB’s) who run their own PPC campaigns, AdWords Enhanced Campaigns will supposedly reduce the time it takes to setup and manage accounts, especially those targeting multiple devices such as desktops and iPhones. It is interesting to note that during an exclusive trip to Google Headquarters in California last fall, our Director of Digital Advertising Andy Groller spoke with Google representatives about their focus on this specific group of advertisers; however no indications of an update like AdWords Enhanced Campaigns was indicated.

Although Google is positioning Enhanced Campaigns as a positive for the entire AdWords advertising community, PPC professionals across the globe, including DragonSearch’s team of experts, have other opinions. Specifically, Enhanced Campaigns reduces the control AdWords campaign managers have over accounts. One such example of less control is in regards to device-specific campaigns.

Changes to AdWords Campaign Device Targeting

Previously, if a client’s website was not tablet-friendly or underperformed on tablets, we would be able to remove that specific device from campaign targeting and thus focus budget on better performing devices.

The Google Adwords dialog box to set the Device Preference for a PPC campaign text ad.

AdWords Enhanced Campaigns removes this capability by automatically targeting desktops, laptops, and tablets without the option to remove any of those devices. In addition, mobile devices (e.g. iPhones) must be targeted within the same campaign as desktops, laptops, and tablets; however, given that not every business has a mobile-friendly website, Google threw us a bone and will still allow us to remove mobile targeting through various bid adjustments. In situations where businesses have mobile-friendly websites, PPC campaign managers have the ability to create ads that are tailored to mobile devices and can set a preference towards those ads showing on those devices. The problem with this is that those mobile-preferred ads are in the same ad group as desktop and tablet ads, thus making analysis and ad testing a little muddled. This is yet another example of losing some of the control we had previously.

Most Important Changes from AdWords Enhanced Campaigns

Some of the most important updates associated with Google AdWords Enhanced Campaigns that you should know about are the following:

 

Preparing for AdWords Enhanced Campaigns

All AdWords campaigns will be transitioned to Enhanced Campaigns automatically in July if they are not migrated prior to that deadline. As you can see by the example Google AdWords updates mentioned, any advertiser that does not upgrade on their own accord could see a drastic decrease in performance. DragonSearch PPC advertising clients should not worry about this though as we have been testing and analyzing Google AdWords Enhanced Campaigns for several weeks, with many clients already being migrated over to the new settings. Performance levels during those migrations have remained steady across the board and will continue to improve through rigorous testing and experiments, just as they always have, as a result of the metrics-driven approach and continuous learning culture of DragonSearch.


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