Google recently announced a set of major changes to AdWords with their new Enhanced Campaigns, and we are excited to be ahead of the market as the first digital advertising platform provider to support these new settings. Changes to Enhanced Campaigns such as setting a mobile bid modifier and adding mobile-preferred creative can be managed directly within Adobe Media Optimizer and instantly synchronized with AdWords.

Tablet and Desktop Traffic Vs. Mobile Traffic

Google AdWords now combines desktop and tablet traffic and distinguishes it from smartphone and other mobile traffic allowing advertisers to set a “mobile bid modifier” on the mobile portion of the traffic.  This allows advertisers to bid more, less or not at all on mobile traffic.

As shown in the screenshot below, Google is offering suggestions for mobile bid modifiers.  While one option is to simply use Google’s suggestions that are based on a mobile bid modifier calculator, Adobe is taking a different approach.  Our team of data scientists is focused on developing an algorithmic solution to set mobile bid modifiers automatically, factoring in all of an advertiser’s individual performance data.

Enhanced Campaigns

In most cases, Google cannot see actual conversion data or factor it into the recommendation. Rather, Google looks at bids other advertisers are setting and uses those to choose their recommendation.  This can lead to Cost-Per-Click (CPC) recommendations that are too high.

With Media Optimizer, Adobe enables advertisers to look at all of the performance data – conversions, impressions, clicks, etc. – when calculating the optimal mobile bid modifier.  As we stated in a previous blog post, categorizing tablets as desktops may lead to increased CPCs and thus lower ROI, so it’s imperative that advertisers set mobile bid modifiers very carefully.  Media Optimizer will help advertisers do it programmatically using proprietary advanced algorithmic calculations.  Those changes will be rolling out in the coming weeks.

“As an organization, we manage very large SEM budgets for enterprise-level accounts and with Enhanced Campaigns we’re losing some segmentation and targeting capabilities that have been critical to some of our client’s mobile success,” said K.B. Reidenbach of Levelwing, an independent digital advertising agency. “So we’re taking a very careful and thoughtful approach for our clients.  We look forward to partnering with Adobe to find ways to leverage Enhanced Campaigns in an optimal way.”

Advertisers who want to test out the new Enhanced Campaigns functionality can do so today with Adobe Media Optimizer. We recommend they reach out to Adobe to talk about the optimal approach to converting their campaigns to Enhanced Campaigns.

What do you think? Are you moving to Enhanced Campaigns soon or will you be doing it closer to the end of June when all campaigns will be migrated to the new format?

About Adobe Media Optimizer

Adobe Media Optimizer is the industry’s first fully integrated digital advertising platform that delivers cross channel ad management and optimization across search, display and social media campaigns for peak return on investment. The solution delivers more than 300 million monthly prospects and customers and is used by more than 400 global customers across industries. Media Optimizer manages more than $2 billion in annualized ad spend.

 

Bill Mungo­van is a direc­tor of prod­uct mar­ket­ing and strat­egy for Media & Adver­tis­ing Solu­tions at Adobe

1 comments
Chris Zaharias
Chris Zaharias

Enhanced Campaigns (EC) brings with it a 10^5 increase in data tracking, report and modelling/optimization load. It seems to me that in order to fully optimize against the huge opportunity presented by EC, SEM platform vendors need to handle *all of that load*, or they'll be leaving big chunks of the addressable inefficiencies presented within device (~25%), geo (~10%) & time (~15%) dimensions on the table.


Putting aside that neither Marin, DS3, Kenshoo or Adobe Media Optimizer can at present *report* in a timely, usable manner that 10^5 increase in data (let alone pre-EC data set sizes), giving an advertiser the opportunity to track & set bids by device/geo/time EC modifier - the extent of EC functionality now offered by incumbents - seems largely worthless given that their time-based data aggregations by definition only use part of the data and part of the bid change frequency *full* data would demand.