Google Pay-Per-Click: Enhanced Campaigns

Posted by on Feb 27, 2013 in Google Adwords

If you are using Google Adwords or planning to, there are some changes that are being rolled out over the course of the next few months. The change impacts how ads are segmented in the system. In times past, it was important to separate your ad campaigns not only in terms of categories or products, but also by medium. Enhanced Campaigns is meant to streamline and improve this. For some “in the weeds” views of this change and what it means for your clients, cj’s Abby Woodcock wrote a great post on the change.

From the Horse’s Mouth:

Introducing enhanced campaigns

We recently announced improvements to AdWords called enhanced campaigns. Today’s consumers are constantly connected and using many different devices, so we’ve developed enhanced campaigns to help you reach them more easily and effectively.

We’re writing to let you know that enhanced campaigns are now available in your account. All new campaigns that you create will be enhanced campaigns by default, but you can choose the older campaign style for a few more months. Starting in June 2013, we plan to upgrade all AdWords campaigns to enhanced campaigns. You can log in and begin upgrading your existing campaigns now to take advantage of the useful improvements.

About enhanced campaigns

Today, people are constantly connected and searching from all kinds of devices. Enhanced campaigns let you more easily adjust your ads and bids depending on your customers’ location, device and time of day—all within a single campaign. This means better ads for your customers and better results for you.

Important changes

Along with the useful new features, there are some important changes to be aware of with enhanced campaigns.

  • Mobile bidding control. Currently, with your campaigns that run ads across both desktop and mobile devices, your mobile bids are adjusted automatically. With an enhanced campaign, you can choose a mobile bid adjustment yourself. This gives you more control over your ad position, clicks and cost on mobile devices. Depending on your business, it might make sense to bid lower, the same or higher for mobile clicks than desktop clicks.
  • Targeting options. Enhanced campaigns with search ads will no longer support targeting by devices or wireless carriers. Campaigns running only display ads will continue to support targeting specific device models and wireless carriers.
  • Call extensions. Call extensions have made it easy for customers to tap your ad and call your business from a smartphone. With an enhanced campaign, now you’ll also be able to show your business phone number with ads on computers and tablets. And there’s no per-call fee for manually dialed calls from these devices.
  • Shorter sitelinks. For improved appearance and performance across devices, new sitelinks in an enhanced campaign have a 25-character limit. But existing sitelinks of any length will continue to work even after you upgrade to an enhanced campaign.

The Google AdWords Team

The Wrapper

Google, Google, GOOGLE!! ‘Nuff said.

A. Chris TurnerAbout the Author: Chris Turner is also known as ChocolateSEO. CSEO is Chris' Nashville search marketing and consulting service offering a variety of services to help you, your company and any website maximize web-based marketing opportunities. He is the father of three girls, one boy (finally) and husband to the wonderful Savannah. Join the author's circle: Chris Turner on Google+.