Google AdWords Enhanced Campaigns

In the beginning of February, Google AdWords announced their change to Enhanced Campaigns for their customers.  This “upgrade” is so new that advertisers have been given until mid-late July to finish making the changes on their accounts before Google will handle it for you.  It’s too early to make any predictions or measure the changes, but let’s take a quick look at the updates so that you can understand the intent of this new feature.

What is the purpose of this change? 

Consumers access and search the internet through the use of multiple devices, and you want to grab your potential guests at the most ideal moment.  For most Advertisers, Enhanced Campaigns will allow you to send a targeted message to searchers based on goal intention, time of day and device used.

How does it work?

Within a campaign, you’ll have the ability to adjust your bid for mobile devices.  If you have a good percentage of consumers who use mobile phones, you’ll be able to target them within the same campaign that you have set up for computers and tablet devices.  Enhanced Campaigns give you the ability to increase your bids based on a searchers location or opt out of serving your ads to specific locations.

Smarter Ads

Within your campaigns, you’ll have the ability to show the right advertisement based on certain factors.  Maybe you want to advertise specific deals to the user who is in your neighborhood or show your local phone number (as opposed to your 800#) with your advertisement.  Enhanced Campaigns allow you to showcase relevant information to your customers based on their location, search intent and search device.

It may sound like a lot to take in, but it’s meant to simplify campaign set ups by minimizing the number of campaigns you’ll want to use.  The ability to deliver ads based on device and use your campaign extensions by ad group will provide useful data to improve your message and help you better reach your end goals.