Google announced the newest upgrade to the Google AdWords product, Enhanced Campaigns. According to Google’s Blog Post regarding Enhanced campaigns, “Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns”.
Enhanced campaign features are being rolled out on an account by account level currently however starting in mid-2013, all campaigns will be migrated to the new Enhanced format. This is very relevant as search behavior continues to shift toward a multiple screen experience for most searchers. From an advertiser’s perspective, Enhanced campaigns should eliminate the need for merging multiple reports together to gauge overall performance. Some additional features include:
1) Two new conversion types were introduced to AdWords in mid-January to help support the new Enhanced campaigns. The first one, Call-on-Site conversion allows advertisers to see how many calls are coming from a click to call number on a mobile website. The second, App Download shows the number of downloads driven through your advertisements
2) Device specific ads. Ads can be created and displayed using messaging and extensions specific to each device. This makes advertising relevant for every situation that a consumer might be searching for your brand
3) Campaign and budget management by device, location and the time of day. It’s imperative to be in front of the right searcher at the right time and the bid adjustment features will allow advertisers to implement their knowledge of search behavior to be found at the right time
Although all of these changes sound great, we’re also excited that we have a few months to fully understand the benefits and drawbacks that this new format might have on our accounts.