Google: Today’s Enhanced Campaigns Rollout Will Take Several Weeks To Complete

Account managers have been bombarded with alerts in their AdWords dashboards for months now. Today, notices like the one below started appearing upon login to AdWords — upgrade your campaigns by July 22  or Google will do it for you.


Now, in a new blog post, Senior Vice President-Ads & Commerce Sridhar Ramaswamy states that a grand switch to AdWords Enhanced Campaigns will not happen today, as most believed. Ramaswamy states, “As with many product launches, the rollout will be gradually completed over several weeks.”

So, yes, enhanced campaigns are coming, just maybe not for you today. This is the first word from Google indicating that the conversion to enhanced wasn’t going to be a one-day affair. Obviously, Google wanted as many campaigns switched over ahead of the July 22 “deadline,” and that’s likely the reason for communicating the cut-over as a hard date as opposed to the “in the coming weeks” that usually accompanies word of a new product or feature launch.

Ramaswamy echoes Larry Page’s statement from last week’s earnings call that “advertisers have upgraded over 6 million legacy campaigns, representing almost 75% of active campaigns.” Certainly, more campaigns were transitioned in the past four days since Page first made the statement, but it’s probably safe to say there is still somewhere in the range of 1 to 2 million campaigns left to migrate.

So, if you’ve flaunted the July 22 deadline, Google may have bought you some more time to make the transition yourself. To ring in the new era, we’ve pulled together a compilation of articles on many of the new features and expert advice on optimizing and testing in enhanced campaigns. You’ll find that here:

Related Topics: Channel: SEM | Features: Analysis | Google: AdWords: Enhanced Campaigns | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Ian Leong

    Good thing I spent this morning migrating remaining legacy campaigns LOL. I migrated select campaigns last Friday to compare performance this past weekend against performance for the same campaigns prior weekend. Using 100% mobile bid reduction and no new Enhanced features like “Super duper sitelinks” the KPIs all improved slightly. So far so good…

  • Jared Frasier

    Yeah…not like any of spent all-nighters or weekend hours on this.

  • Ronnie’s Mustache

    Google certainly gave ample notice. You could have staged everything.

    That said, this is typical of how they do things lately. Everything is disjointed and/or buggy. EVERYTHING!

  • Jared Frasier

    Oh I didn’t mean that it was this weekend. When you’re managing a bunch of competitive accounts…it takes the months that we knew. It was much easier to stage at night or on weekends than during business hours!

  • Ronnie’s Mustache

    I see what you mean.

    The whole process was (is) very annoying. And the hypocrisy demonstrated by Google is incredible!

  • Phil Walsh

    It’s a bit irritating this with the way Google have been wording things and sending such strongly worded emails. However, it’s something we needed to do anyway. Would you have risked your clients going past the deadline and potentially being one of the first to be forcibly migrated? I wouldn’t fancy explaining that one!

  • Reva

    Fair, but I found in migrating people with straight-forward accounts (i.e. no bid rules or extensions) not a ton changed – the biggest difference was in device targeting.

  • Phil Walsh

    Very true, my only concerns were the threats to merge campaigns if you didn’t upgrade.

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