Google’s Enhanced AdWords and what it means for you

In February Google published a blog which outlined changes to how AdWords works.  All AdWords campaigns will become Enhanced Campaigns and the way in which they are set up and managed will change.

The idea is that searchers will receive results that are more relevant to them based on the time they are searching, their location and the device they are using. This will allow you as the advertiser (or information provider) to speak with more  intent and relevant context, at the right time.  Read on to find out what these changes mean for you.

So what are the changes?

All Pay Per Click (PPC) campaigns will be managed from a single campaign. This means mobile and desktop adverts will be managed in the same single AdWords campaign. Currently each campaign is managed separately and often mobile is not considered at all. These changes will force marketers to think about mobile every time they create a new campaign.

To target different devices effectively (mobiles, desktops, tablets etc) you will need to use multiple bid adjustments available at keyword level. These include click cost, time of day and advert format.

Google have provided some examples of the type of adjustments:

  • “A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign”
  • “A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.”

The changes are being made to make context and situation based marketing an integral part of AdWords.  Take a look at this good video on the concept from Google.

What will happen if I don’t upgrade my campaign?

Campaigns that haven’t been upgraded by June 2013, will be upgraded automatically.

If you haven’t given consideration to those searching on mobile devices before, it is certainly something that should be reviewed.

Why are Google doing this?  Haven’t we had enough changes?

Google have provided the following statistics which support their reasons for change:

  • In 2013 more people will be using mobile phones than PCs to get online.
  • Mobile searches have grown 400% since 2010.
  • There will be 1 mobile device for every person on earth by 2015.
  • 95% of smartphone users have searched for local information.
  • 61% of users call a business after searching and 59% visit the location.
  • 70% of mobile users have compared product prices on their phones.
  • 50% of mobile searches led to a purchase.

Whilst Google may be championing this to increase its revenue stream, the reason that you should be considering mobile is to ensure that you’re speaking to your customers at the right time with the right information on the right device!

Which device do your visitors use?

Do you know how your customers find your website and what device they use? We can help you to ensure that you reach the right device with your adverts and target your PPC campaigns effectively to achieve success. Please call me to discuss your situation.

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Karen King
I have been working in website promotion for the last 15 years and am now a Website Marketer at web2market. I am a qualified Google Adwords professional and can help advise on getting the most out of your digital campaigns. My experience includes both sponsored and unsponsored website marketing, Google Maps and link building.