Blog Post:Today marketers will see one of the most fundamental changes to paid search advertising since the introduction of AdSense. Google AdWords moves over to the Enhanced Campaigns format, completely overhauling how advertisers target searchers based on their device, location and time. Before, you could have separate campaigns to target searchers on mobile, tablet or desktop devices, with different bids, ad copy and landing pages. However, the new format means one campaign targets all device types by default. Traffic from desktops and tablets are now treated the same: bids, ad copy and landing pages. Adobe’s Digital Index has consistently seen tablets surge as a proportion of traffic and bookings to ecommerce sites, but there are still challenges finding the same value of transactions from non-desktop devices. Marketers still have some control over mobile traffic though. Mobile bid modifiers allow you to alter your mobile bids to a multiple of your desktop bid: between -100% (i.e. set mobile bids to zero) and +300%. Bid modifiers can be set at campaign and ad group level. Although Google makes recommendations for these modifiers based on similar advertisers, you’ll want to carefully evaluate them based on your own conversion levels on mobile. You can also set preferred alternatives for mobile optimised ad copy and sitelink extensions, though Google doesn’t guarantee they will always be used. Bid modifiers are also used for locations and time. Perhaps you’ll want to increase your bids if a searcher is in a part of the country where your brand is stronger. Or reduce your bids after a cut off time for next day delivery. Enhanced Campaigns are yet another sign that we’re living in a multi-screen world. Campaigns now need to work across multiple platforms and these changes will help marketers get the most out of their ad budgets. A user looking for shoes on a tablet while at home likely wants to order online, not find a store nearby. Users on the go want to find local and relevant businesses for their needs and are likely not looking for online shops. Adobe Media Optimizer was first to market with Enhanced Campaigns so marketers don’t have to worry about waiting to use the latest features. We’ve got a free guide to the migration process and optimisation best practice for Google Enhanced Campaigns; you can get it here: Adobe Migration Guide for Google Enhanced Campaigns. For more on the changes, check out this video from Google explaining the benefits of the new Enhanced Campaigns: Author: Date Created:22 July 2013 Date Published: Headline:The switch is on: Google AdWords moves to Enhanced Campaigns Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/07/54.png

Today mar­keters will see one of the most fun­da­men­tal changes to paid search adver­tis­ing since the intro­duc­tion of AdSense. Google AdWords moves over to the Enhanced Cam­paigns for­mat, com­pletely over­haul­ing how adver­tis­ers tar­get searchers based on their device, loca­tion and time.

Before, you could have sep­a­rate cam­paigns to tar­get searchers on mobile, tablet or desk­top devices, with dif­fer­ent bids, ad copy and land­ing pages.

How­ever, the new for­mat means one cam­paign tar­gets all device types by default. Traf­fic from desk­tops and tablets are now treated the same: bids, ad copy and land­ing pages. Adobe’s Dig­i­tal Index has con­sis­tently seen tablets surge as a pro­por­tion of traf­fic and book­ings to ecom­merce sites, but there are still chal­lenges find­ing the same value of trans­ac­tions from non-desktop devices.

Mar­keters still have some con­trol over mobile traf­fic though. Mobile bid mod­i­fiers allow you to alter your mobile bids to a mul­ti­ple of your desk­top bid: between –100% (i.e. set mobile bids to zero) and +300%. Bid mod­i­fiers can be set at cam­paign and ad group level. Although Google makes rec­om­men­da­tions for these mod­i­fiers based on sim­i­lar adver­tis­ers, you’ll want to care­fully eval­u­ate them based on your own con­ver­sion lev­els on mobile.

You can also set pre­ferred alter­na­tives for mobile opti­mised ad copy and sitelink exten­sions, though Google doesn’t guar­an­tee they will always be used.

Bid mod­i­fiers are also used for loca­tions and time. Per­haps you’ll want to increase your bids if a searcher is in a part of the coun­try where your brand is stronger. Or reduce your bids after a cut off time for next day delivery.

Enhanced Cam­paigns are yet another sign that we’re liv­ing in a multi-screen world. Cam­paigns now need to work across mul­ti­ple plat­forms and these changes will help mar­keters get the most out of their ad bud­gets. A user look­ing for shoes on a tablet while at home likely wants to order online, not find a store nearby. Users on the go want to find local and rel­e­vant busi­nesses for their needs and are likely not look­ing for online shops.

Adobe Media Opti­mizer was first to mar­ket with Enhanced Cam­paigns so mar­keters don’t have to worry about wait­ing to use the lat­est features.

We’ve got a free guide to the migra­tion process and opti­mi­sa­tion best prac­tice for Google Enhanced Cam­paigns; you can get it here: Adobe Migra­tion Guide for Google Enhanced Cam­paigns.

For more on the changes, check out this video from Google explain­ing the ben­e­fits of the new Enhanced Campaigns: