Google Enhanced Campaigns Are Here: What You Need To Know Now

google-adwords-square-logoIf you haven’t done it, Google will do it for you. Beginning today, many AdWords “legacy” campaigns will be “enhanced” and in the near future, all will be.

Many expected to wake up to an exclusively enhanced world this morning. But, the big switch-flip at midnight didn’t happen. Google has said it will still take several weeks to complete the transition.

In the meantime, you can even still create legacy campaigns — targeting tablets only, no less. But, that’s an exercise in futility. The change is coming.

Now that we are here on the cusp of the completed migration, it’s time to learn from one another and establish some new best practices — and workarounds — for PPC in an enhanced campaign world.

To get this new chapter kicked off, below is a roundup of articles on the new features and optimization strategies for enhanced campaigns. No doubt these early strategies will continue to evolve, which of course is part of the attraction to PPC for so many — the tinkering, experimentation and ability to adapt to whatever curve balls the search engines pitch out.

New Features Of Enhanced Campaigns You May Have Missed

AdWords Enhanced Campaigns: New Bidding Tools Announced

Enhanced Campaigns: Offer Extensions & Location Targeting Explained

AdWords Advertisers Can Now Control Sitelink Details In Enhanced Campaigns

Google Says No To Phone Numbers In PPC Ads, Forcing The Use Of Call Extensions

Google AdWords ValueTrack Updates Let Advertisers Direct Users To Device-Specific Landing Pages

Adwords Adds Social Annotations, Targeting For In-App Ads To Enhanced Campaigns

Tips And Advice On Bidding Strategies And More In Enhanced Campaigns

Best Practices For Google Enhanced PPC Campaigns

How Adwords Enhanced Campaigns Can Be Used To Promote Your Mobile App

How Enhanced Campaigns May Affect Your Analytics

Smart Geographic Segmentation & Bidding With Enhanced Campaigns

Geographic Targeting In An Enhanced Campaign World

Should You Create Ad Group Sitelinks in Enhanced Campaigns?

How To Conduct Ad Tests In Enhanced Campaigns

How To Determine Your Hourly Bid Multipliers In AdWords

How To Determine Your Mobile & Geo Bid Multipliers For Enhanced Campaigns

Workarounds To Make Enhanced Campaigns More Flexible

Single-Keyword Ad Groups: Maximizing Mobile Performance With Enhanced Campaigns

Postscript: Google now says the full rollout will take several weeks to complete. We’ve updated our story to reflect this. See also our follow-up story, Google: Today’s Enhanced Campaigns Rollout Will Take Several Weeks To Complete

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

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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.

Connect with the author via: Email | Twitter



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  • Ronnie’s Mustache

    Definitely saw this coming.

    Quite a few bugs in the Adwords system have been popping up over the last few months.

    And of course the Adwords staff can only offer “workarounds.” Real helpful- thanks!!

  • theTruth

    I was told by my Google rep to set conversion optimization on and let Google decide how to target devices based on the conversion rates. I find this terrifying, but will let it run for a week. I suspect my ad spend will continue to be thrown away on less converting tablet traffic for the sake of retaining my desktop conversions.

  • JUSTResultsMarketing

    I tried to put campaigns on conversion optimizer today but it’s telling me it can’t because it conflicts with bid adjustments. Yet I do not have any bid adjustments set. very frustrating.

  • Dolores Aitkins

    do not like face book & will not sign up for it .hope you do not expect me to.I do not tweeter either.thank you

  • Reva

    One thing the article doesn’t mention is many of the changes to device targeting. A lot of features have been added, but a number of old extremely useful features have been eliminated, like the ability to target by device type or wireless carrier. Other features, like the bid multipliers have arbitrary limits (no more than 300% on the mobile bid multiplier, etc.). Really frustrating, but no one’s talking about it.

    Some more info can be found here: http://blog.digitalgroundup.com/2013/07/29/enhanced-campaigns-no-longer-allow-targeting-based-on-device-manufacturer-os-or-carrier/

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