In an update on the early progress of the transition to enhanced campaigns last night, Sridhar Ramaswamy, SVP, Ads and Commerce at Google — and the lead on enhanced campaigns — said that close to two million campaigns have been set to enhanced. That’s up from 1.5 million Google quoted on the first quarter earnings call on April 18.
Results From Early Adopters
Based on positive case studies from clothing retailer American Apparel, financial services provider Woodbridge Structured Funding, and an unnamed luxury shopping brand among others, Ramaswamy says early adopters of enhanced campaigns are seeing better conversion rates and lower costs-per-click, while saving time on management.
Ramaswamy was also keen to point out that several companies that had not bothered with mobile targeting in the past are now driving calls and conversions from mobile ads. The new phone call conversion metric now available in the AdWords UI allows companies to capture call conversions. Ramaswamy says that, on average, total conversions reported in AdWords have risen 150% for those advertisers tracking click-to-call conversions.
A classifieds website in France now sees one-third of its traffic and conversions coming from mobile. With the mobile bid adjustment set at 125%, CPA has remained steady. Woodbridge Structured Funding, also with a 125% mobile bid adjustment, has doubled leads from smartphone calls.
No More Big Feature Updates Before July 22
Given the recent introductions of Upgrade Center and ad group level mobile bid adjustments, several companies have been waiting to transition to enhanced campaigns in the event other new features are announced. I asked Ramaswamy if other changes are coming and if those companies should continue to wait.
Not surprisingly, his answer was, “No,” companies should transition now and not wait until the last minute. “I’m pretty confident that the feature set that we have now will fully support the migration,” he stated, and continued saying it’s unlikely there will be any other large features introduced before the July 22nd migration date. His advice: “Migrate now instead of waiting to fight for time later.”
The Great Tablet Debate
One of the biggest objections to enhanced campaigns from advertisers has been the loss of tablet targeting. Tablets and desktops are now combined, and only smartphones can be bid on separately. Ramaswamy said Google does not have any case studies on companies that had been running legacy tablet-only campaigns and have now transitioned to enhanced campaigns, but would look into getting some.
As Google has maintained since February, he says the need for tablet targeting is “as much a matter of perception as it is a kind of reality,” and most advertisers did not split out tablets, in part because it was too complicated to set up and manage separate campaigns. His replies won’t come as a surprise to anyone who has been following this issue and asking Google to revert back to device targeting available in legacy campaigns.
Google has consistently said that while savvy marketers did see tablets as a predictor of demographics in the early days of the iPad, tablets are now a mainstream device, and those differentiators between tablet and desktop activity have largely disappeared. Nothing has changed, publicly at least, on that position.
Advertisers Of All Sizes Have Been Migrating
Ramaswamy says advertisers across the board have been transitioning to enhanced. Many large advertisers who rely on the API exclusively were among the earliest adopters. Google is also seeing mid- and small-level advertisers transition quickly, as well. Ramaswamy said they track the migration data by advertiser type internally, but would not be making that information publicly available.
Has your company made the transition yet? If so, what kind of results are you seeing?
Correction: This article originally stated that total conversions have risen 150% with the inclusion of click-to-call conversions and has been corrected to state that the increase is an average seen in AdWords reporting by those advertisers tracking phone call conversions.