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AdWords Enhanced Campaigns: Google Continues their Pledge to Relevance

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Google’s latest upgrade to AdWords, “AdWords Enhanced Campaigns,” alters the way that campaigns are managed across multiple devices. Google has recognized that users are “multi-screeners,” meaning that, or “media time,” is being spent in front of multiple screens, simultaneously including mobile, tablet, laptop and television. This makes it challenging to recognize one device from another. Basically it distinguishes within campaigns, separate bidding for location, time of day and device type, thus employing more intelligent campaign management.

Search results need to be as relevant as possible for the person performing the search. It’s important to know where the users are, what is the time of day  and what device they are on at that very moment. New AdWords Enhanced Campaigns allow marketers to manage bidding across all devices. This means bidding higher or lower at particular times of day on smartphones. A bid multiplier can target high converting areas. All adjustments can apply to ads and keywords, all in the same campaign.

Less “work-around” campaigns, time or device specific, are necessary with AdWords Enhanced Campaigns. Pay per Click Marketers  in the past, have had to create multiple campaigns to achieve what these new enhancements provide within one campaign. Bidding for local businesses makes more sense with the new enhancements. f people are searching locally, bids could be 40% higher for ½ mile away and 20% more for 1 mile away. A lunch establishment could make bids 30% lower after 2 p.m.

Site links will now have the ability to differ at the ad group level. This has been a need for some time now. Text ad copy can be defined by the links, thereby improving the ability to be relevant. The other major change to extensions is call extension scheduling which allows you to shut off the call extension after business hours.

In regards to separate device bidding, if a mobile user is searching for a retail store, they want the closest location, If the same user is at home on a laptop, they are more likely to want to visit the retailer’s site. Google now will auto-detect AdWords ads based on device. Behavior data has shown Google that Tablet users are so similar to desktop users, they will now be grouped. The result is that some keywords are more valuable to mobile, and some more valuable to home and tablet, optimizing their rewards, Google is the winner again.