14 May, 2013

Upcoming Google AdWords changes | Enhanced Campaigns

You may remember that a little while ago we ran an update for you on Google’s ‘Enhanced Campaigns’ launch, the latest upgrade to Google AdWords, dubbed the first step to improve and simplify online marketing in order to effectively target multiple devices.

All Google AdWords campaigns will soon move over to Enhanced Campaigns automatically. In order to avoid any disruption to your current campaigns, it’s essential that you ensure all campaigns are moved over to the new tool by the as soon as possible.

A brief reminder of changes to Google AdWords

There are 4 key changes that Enhanced Campaigns brings to Google AdWords that you should be aware of:

  • All devices can now be targeted with one campaign

  • Tablet devices are targeted in the same way as desktop

  • Mobile bids can be fully controlled by users

  • You can change mobile bids at campaign level

You no longer need to create separate, individual campaigns for mobile and desktop. Enhanced Campaigns offers a new set of tools that will give you the ability to manage your ads across device, time and location. Within a single campaign, you can create different ads and extensions to target different users, depending on which device they're connecting from or what time of day they're searching.

This will allow you to monitor everything from one campaign, rather than several. You’re able to adjust bids at  keyword level, making it even easier to observe how well each device performs.

What do you need to do?

If you haven’t already, you’ll need to make some changes to your existing AdWords account structure to bring in it in line with Enhanced Campaigns.

You will need to consider the following:

  • If you have multiple AdWords accounts, ensure that you have access to all of them

  • Take a look and review the tools available to help you upgrade to Enhanced Campaigns quickly and effectively

    • You can make changes in AdWords directly, editing campaigns one at a time

    • You can make changes across multiple campaigns at once in AdWords Editor

  • If you have mobile-specific campaigns, you can merge them with existing desktop-only campaigns to make the upgrade process easier

  • Take some time to learn about bid adjustments, a new feature for Enhanced Campaigns

Remember, Google have launched these updates to make campaigns more easily manageable, so don’t panic. If you need any help at all implementing these changes, please contact your Partner Manager today.

Tags:  Marketing

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