Announced in February 2013, Enhanced Campaigns for AdWords is a next-generation ad system that is especially noteworthy for eliminating mobile bidding options. The articles below have more about the new system.

6 Steps To Boost The Profitability Of Your SEM Acquisition Program

cpaclvwee Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. This analogy is used by Google AdWords to describe its Enhanced cost-per-click (ECPC) feature. The feature is intended to identify auctions that are more likely to lead to conversions -- and to automatically raise bids to "work harder" for those sales. It's a powerful concept, and one that has understandably gained traction in the SEM community. But imagine if you could take [...]


The Enhanced Campaigns Big Picture & What’s Next For AdWords

shutterstock_64061482-fortuneteller Google’s gearing up for a big announcement on April 22. The last time Google truly lowered the boom, we got Enhanced Campaigns, which have radically changed the SEM landscape. Let’s take a look at where Enhanced Campaigns have led us and what might be coming next. Enhanced Campaigns Have Changed Your World – But Not How You Think Sure, we’ve all come to the conclusion that CPCs were nominally impacted. Mobile is higher, but not that much. Tablet CPCs have increased, but those impressions are still relatively low, and the CPCs still haven’t met parity with desktop. The bigger [...]


BrandVerity Offers Feedback From Google, Bing On Paid Search Trademark Complaints

Trademark Brands aiming to protect themselves from trademark infringement in paid search are often met with white noise after they submit complaints to the search engines. They typically aren't told if any action was taken -- and even more frustrating, if no action was taken and/or why. To help solve this problem, BrandVerity has added a process to its paid search ad monitoring system to give clients direct feedback from Google and the Yahoo Bing Network on trademark violation complaints. After reporting a violation, BrandVerity clients will be alerted when an infringing ad has been disabled. If a [...]


Are You Ready For The New Google Shopping Campaigns?

google-shopping-products-featured This past October, Google announced a new campaign type for Google Shopping which fundamentally changes campaign management for Product Listing Ads (PLAs). Google Shopping Campaigns are currently in beta (you can request to sign up here), but are likely to become the main campaign structure for Google. This will revolutionize how you create Google product ads. So, how can you avoid getting burned by the New Google Shopping campaigns? Read on to find out. 1. Choose Your Product Groups Wisely Google has emphasized that the new campaign structure for PLAs is designed to make managing P [...]


3 Components Of Geo-Targeting Excellence For 2014

Google Enhanced Campaigns Smart use of the geo-targeting controls through Enhanced Campaigns in AdWords will prove to be the single largest opportunity for paid search marketers in 2014. Geo-targeting is nothing new. It has been a foundational element for local and regional businesses since the very early days of AdWords. What Enhanced Campaigns gives us is the ability to take a very sophisticated approach to geo-targeting and apply dynamically calculated bid modifiers at unprecedented scale. Up to this point, advertisers with substantial keyword lists operating over a range of geographies have had to take one of [...]


Marin Issues Google Enhanced Campaigns Impact Study

impact-of-enhanced-campaigns-cpcs-by-device Today, Marin Software issued a report on the impact of Google's move to enhanced campaigns based on $5 billion in annualized spend managed through its paid search platform. The study focuses on a year-over-year performance comparison covering the nine week period beginning the week after the migration deadline of July 22, 2013, and compares it to the same period in 2012. The data sample represents results seen across a range of mostly enterprise-level US advertisers and agencies managing Google AdWords campaigns through the Marin platform. In the nine-week period in 2013, smartphones and [...]


5 Conversion Tracking Tips For AdWords

google-adwords-square-logo Last month, I covered how to use call tracking for AdWords to shed some light on how to track phone calls as conversions. This month, I'd like to continue in that vein and share some more tips for tracking and optimizing by conversions, whether they are of the call or online variety. When I first joined Google in 2002, conversion tracking didn't even exist in AdWords until I helped build it. So it gives me great pleasure to see how much more advanced it's gotten since those early days of PPC. 1. Automate Bidding Based On Call Data Shortly after I wrote about the complexity of counting the [...]


Coping With Enhanced Campaigns & The Problem Of Modifier Stacking

Amplify Interactive enhanced campaigns As we predicted a few months back, Enhanced Campaigns and mobile modifiers have been a benefit to those companies that employ them wisely. We're excited to fold Google's cross-device and in-store tracking into this mix as well as our own system for understanding micro-conversions. We're also excited about the future of Enhanced Campaigns as more contextual modifiers are rolled out to the API to allow even more granular targeting at scale by geography, proximity, audience, and many more to come (we expect). So what's the problem? The problem is modifiers have to be applied on top of ea [...]


Mobile Accounts For One-Third Of Google Paid Clicks In Q3, Yet CPCs Drop From Q2 [Report]

Google Click Share By Device Q3 2013 The Search Agency The Search Agency released its third quarter State of Paid Search Report, showing strong growth in mobile for Google since the completed roll-out of enhanced campaigns this summer. Mobile clicks accounted for one-third of Google's click share. In contrast, Bing's mobile click share remained flat at 17.7 just percent in Q3. A whopping 93 percent of smartphone clicks occurred on Google. Overall mobile spend (tablets and smartphone) accounted for 28.7 percent of search budgets, up 66 percent year-over-year and 11 percent from Q2. Amazingly, smartphones now account for 21.4 percent of clicks [...]


AdWords Smartphone CPCs Drop Sharply After Enhanced Campaigns Transition [RKG Report]

Mobile CPCs versus Desktop Q3 2013 With two months of enhanced campaigns behind us, RKG's Q3 Digital Marketing Report offers a look at the near-term impact of the roll-out on its client set, which includes 40 of the top 500 online retailers. Most metrics remained relatively stable; however, the effects were seen in smartphones where CPCs dropped significantly after the transition. RKG transtioned most campaigns to enhanced in late June after refining changes to its in-house bidding technology. As the graph below shows, CPCs dropped dramatically after the transition. The agency offers two reasons for the huge drop: 1. bids we [...]


How To Use The New AdWords Estimated Cross-Device Conversions

column-set-600x497 A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance. I called it the "next frontier for online marketers" in a previous post, and we are now officially getting there! In AdWords, a new column called "Est. total conv." (aka Estimated Total Conversions) was made available for some beta accounts recently.  How should marketers be looking at this newly-available data? Find out w [...]


New Data Suggest AdWords Enhanced Campaigns Actually Work

Crescent Interactive enhanced campaigns grumpy cat Nearly two months after the forced roll-out of Enhanced Campaigns in AdWords, at least one key question remains unanswered: are we better off today than we were before? In my column this week, I'll try to answer that question using some data-driven analysis -- but first, I thought it would be fun to take a quick trip down memory lane.... The Biggest AdWords Apocalypse That Never Happened? Ever since Google announced Enhanced Campaigns back in February, search marketers have been moaning and groaning about the loss of control. Search marketing pundits were tripping over themselves making d [...]


Google Enhanced Campaigns: What We’ve Learned So Far

At SMX East yesterday, during the Google Enhanced Campaigns: What We’ve Learned So Far session, a collection of the best and brightest PPC professionals came together to discuss insights and lessons learned from Google's "new" approach to managing ad campaigns. Larry Kim from Wordstream was the most positive on the pro-enhanced campaigns side. He reminded us that back in February, we all thought the sky was falling. But it’s still up there. He said some surveys companies were showing that CPC was rising, in some cases up to 20%. In actuality, it fell 6% in the second quarter, showin [...]


Bing Ads Launches Google Enhanced Campaigns Compatibility Update, Tablet Targeting Stays, Still

bing-ads-featured Today Bing Ads launched the updates the company announced in June to make the platform more compatible with the changes Google ushered in with enhanced campaigns. The updates were implemented to support uploading of now-enhanced AdWords campaigns into the Bing Ads platform. Device preferences on ads, the new ValueTrack parameters that allow advertisers to point users to device-specific landing pages, as well as mobile bid adjustments are all now supported in Bing Ads. Ad group level Sitelink Extensions were also added in this update. More extensions will support ad group level set [...]


How To Automate Mobile Bid Multipliers — And Other New AdWords Scripts Tricks

AdWords Scripts September 5th marks the first anniversary of AdWords Scripts. I’ve been using them extensively to automate tasks ranging from reporting Quality Score to creating entire AdWords accounts from spreadsheets of products and services. Scripts have come a long way since they were launched, so to celebrate their first year, I'd like to share five tips for ways to use the latest capabilities to automate common AdWords tasks. And there's also a goodie in this post: a free script to help you set mobile bid modifiers in Enhanced Campaigns. 1. Automatically Calculate & Set Mobile Bid Modifie [...]


Google’s Mobile Search Revenue To Top 30 Percent, Desktop To Fall To 43 Percent By 2015 [Forecast]

Google mobile app logo In its latest look at mobile ad revenues, eMarketer estimates Google is generating nearly one-fifth of its US advertising revenues from mobile search, coming in at 19.1%. In yet another indication of how fast the mobile ad market is growing, only two years ago, mobile made up just 4.8 percent of Google's US ad revenues. By 2015, mobile is expected to account for just over 30 percent of Google's ad revenues in the US. Desktop search revenue share is predicted to fall below 50 percent in that time. It's worth noting that eMarketer counts tablets in its mobile numbers. Google, however, has [...]


Innovating In The B2B Search Space: Testing Geo Bid Multipliers

All Online Campaigns In a recent article in AdAge, Bert DuMars cites Forrester research which found that "only 11% of marketers set aside a specific budget for marketing innovation efforts, and only 9% make marketing innovation a part of every marketer's budget." I won't go into how to secure that budget, as he details some good tips -- but as one of those lucky enough to be in that 11%, I'd like to talk about a test we ran with that innovation budget and some findings we learned along the way. Testing Geo Bid Multipliers With Enhanced Campaigns A new feature of AdWords enhanced campaigns, geo bid multipliers [...]


AdWords Editor Update Brings Upgraded Sitelink Management And More

google-adwords-square-logo Google released an update to AdWords Editor, version 10.2, that supports upgraded sitelink management and several other smaller feature updates. Apparently now dubbed upgraded sitelinks, these new sitelinks rolled out in June just prior to the enhanced campaign roll-out. They give advertisers the ability to include additional details for each sitelink. So far, they've been spotted on brand queries only, but perhaps this is a sign they'll start to display more frequently on nonbrand results. The new sitelink functions available in Editor 10.2 include: View and manage sitelinks an [...]


Google Adds Enhanced Campaigns Bid Adjustment Reporting To Google Analytics

google-analytics-square-logo Google announced today that Bid Adjustments reports for AdWords enhanced campaigns are now included in Google Analytics. The reporting, found in the Advertising section under Traffic Sources in Analytics, are designed to help advertisers analyze the performance of each bid adjustment within a campaign -- by device, location and time of day. You'll notice in the Google-provided screenshot example above, there are columns for Revenue and Ecommerce Conversion Rate in the Summary view. These metrics are available when Ecommerce tracking is enabled in Google Analtyics, allowing you to analyze [...]


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

google-adwords-featured 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 y [...]


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