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.