Enhanced Campaigns: Offer Extensions & Location Targeting Explained

Google released more details on its Mobile Ads Blog today about offer extensions and location targeting tools available in the new enhanced campaigns.

Location Targeting With Better Reporting

One of the main features of enhanced campaigns is that advertisers can target multiple locations within one campaign and adjust bids based on a multiple of the default location bid.

The reporting tools now make it easier to see what location targets triggered your ads and where your users were when they saw your ads.

This is handy. Say you’ve set your campaign Location Options to the default “People in, searching for, or viewing pages about my targeted location (recommended)” setting. Well, now it is now easier to find out where those people who are “viewing pages about my targeted location” actually are.

You might be surprised, especially if you don’t ship to certain areas. For example, below is a screenshot from a campaign running in the U.S. for an etailer that only ships within the U.S. No, money wasn’t wasted in this case, but it’s highly unlikely the international users were planning to have their orders shipped to their pieds-a-terres in the States. This report is a quick way to find out if you should change your settings. (Done!)

Location Extensions Bidding

Location extensions targeting is also new, allowing advertisers to increase bids when users are near their physical locations.

Offer Extensions

New offer extensions (now running on U.S. campaigns only) allow advertisers to promote limited-time coupons, discounts and promotions that customers can use offline. Local retailers can use them to drive traffic to their stores, and manufacturers can use them to promote coupons redeemable at stores within their campaign targets.

When an offer shows with your ad, your offer headline, which is a summary of your offer, will appear under your ad alongside a link that leads to more details about the offer.

Offer extensions are located under the Ad Extensions tab. Here’s a screenshot of the New Offer window:

Note, offer extensions only show when ads are in the top spots and when Google deems that they’ll be relevant to customers. They can be targeted at the campaign or ad group level.

Here is what the offer landing pages look like:

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.