Since Google announced plans to introduce Enhanced Campaigns within AdWords, there has been much discussion about the potential impacts of the change. For those managing Google AdWords accounts, it's clear that there's a need to understand the purpose of these changes and what they will mean for your campaigns.
Enhanced Campaigns explained
Enhanced Campaigns are Google's reaction to the fact that people are increasingly using a range of devices, such as tablets, smartphones and laptops. The existing AdWords platform has not made it easy for advertisers to react to this changing landscape and to target potential customers accordingly.
With Enhanced Campaigns, it's possible to manage tasks for multiple devices within a single campaign. This means that you can quickly update bids and create bids, without requiring multiple campaigns.
There are some specific elements that can make your advertising more effective. For example, you can choose to alter bids at specific times of the day. This could be useful, allowing you to bid more to advertise to those who are within close proximity to your own location.
Ads can also be created that are designed to appeal to users of specific devices. In addition, Google has added some new reporting facilities, enabling you to track a variety of conversion types, including digital downloads, telephone calls and conversions that occur on differing devices.
There are also some features that have received considerably less publicity. It's possible, for example, to show potential customers the number of Google+ followers that you have. By adding this information into your campaign, Google is suggesting that you can expect to see higher click-through rates on ads that are within your Enhanced Campaigns.
What will the impact be?
It's fair to say that Enhanced Campaigns have received something of a mixed reaction. Some agencies have suggested that the new campaigns make it easier to manage budgets, but there has been some concern about the fact that desktop and tablet targeting settings appear to have been merged.
Right now, your legacy campaigns will be unchanged. It won't be long, however, before Google will ask you to migrate across to Enhanced Campaigns. Given this situation, it makes sense to take a closer look at Enhanced Campaigns now.
The changing functionality may be somewhat limiting in some cases and it will be important that you grasp the impact that it will have on your own AdWords accounts. In effect, it's likely that you will need to manage fewer campaigns. The clear downside, however, appears to be a loss of flexibility.
If you currently like to use different bidding approaches for varying devices and carefully monitor the impact of your changes, then you may find that Enhanced Campaigns limit your abilities to get the best possible returns. As a result, you may not be in a rush to make the switch.
For those countries where the functionality is being put in place, call tracking is being offered free of charge. This is a clear advantage, compared to the current situation, where it's necessary to pay for such leads from desktops and tablets.
This will be good news for those businesses that currently rely heavily on the power of incoming calls.
There are some clear advantages associated with the introduction of Enhanced Campaigns. You may be able to take advantage of the free Call Tracking feature and there's scope to limit the number of campaigns that you need to maintain.
You do need to be aware, however, that Enhanced Campaigns will limit the flexibility that's available to some advertisers. Before making the leap, it's important that you've considered your requirements in full.
by Igor Lungo