Enhanced Campaigns: Google Changes The Game With Adwords

In the past week, Google has announced a fundamental alteration to the Adwords platform. Analysts are suggesting this change could be the most significant update to the platform in many years. So what are these changes, and what do they mean for business owners? Essentially the changes are designed to increase the number of advertisers targeting mobile devices using Google Adwords. Google suggests that the new ‘enhanced campaigns’ will significantly enhance advertisers ability to display relevant adverts at the right times and in the right places. All of this in theory should lead to higher conversions for paying advertisers, as Google’s enhanced campaigns offer an increasingly targeted and efficient way of generating leads and sales. What’s immediately significant is that this is a potential game changer for anyone investing marketing expenditure in PPC.

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So let’s take a look at the specifics. From now on, using enhanced campaigns for Google Adwords, advertisers will no longer be able to create separate campaigns for desktop and mobile. Instead, PPC marketers will have to create one campaign that spans across all mobile devices. This involves some fundamental changes to the bidding mechanism within Adwords, so if you’re currently running a PPC campaign, it’s well worth getting on top of the changes. Some seem fairly complex so it’s worth getting ahead of the competition early. The bids can effectively be adjusted depending upon whether your objectives relate to desktop or mobile focused campaigns. This enables you to adjust your bids depending upon the location of your target customer, the time of day and whether or not you’re choosing to focus on mobile or desktop. As an example, enhanced campaigns now enables you to bid more for clicks that are within a specific geographical radius of your business. So if a customer is close by, browsing via mobile at a specific time of day, you can adjust your bid to accommodate.

Combining situation data with keyword and device level data is potentially a master-stroke from Google. The implementation of these changes for enhanced campaigns will mean that PPC advertisers can develop a much clearer picture of the customer journey, from initial search to transaction. These are changes that should delight PPC marketers. The enhanced campaigns for Adwords will be available virtually immediately. Selected accounts will be able to jump onboard immediately, whereas others will have to wait weeks or months. Eventually, all PPC advertisers will be moved onto enhanced campaigns. PPC advertisers have until June 2013 to get to grips with the updates before everyone is moved onto the new system.

As always, these changes are about Google providing a better experience for PPC advertisers and end users. More poignantly, it’s about Google encouraging advertisers to embrace expenditure across mobile platforms. Historically mobile campaigns have been easy to opt out of, this will no longer be the case. The success of Google Adwords has always centred around relevancy. The more relevant your advert, the more conversions you receive as customers find the appropriate products and services they are seeking. The more relevant the advert, the higher the conversion rate, the more money Google make. It’s what makes them so successful. Google kindly produced some stats to support the recent alteration:

– In 2013, more people will use mobile devices than desktops to access the web
– Since 2012, mobile search has grown over 400%
– By 2016, there will be more mobile devices than people
– 95% of smartphone users search for local information
– After searching, 61% of users call a business and 59% visit the business premises
– 70% of users compare prices for products via a mobile device
– 50% of mobile searches lead to a purchase

The challenge for Google, is to actively demonstrate the benefits and advantages of adopting the new enhanced campaigns platform. Providing the platform works for advertisers, this could represent a huge shift for Google as they increasingly look to mobile for answers. Here at Waracle, we have many years experience in managing PPC marketing campaigns with results that exceed expectations. If you’re looking for SEO, LPO, CRO or PPC management, look no further than Waracle. Contact us today for a free consultation.


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