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AdWords Enhanced Campaigns Help Manage Campaigns and Budgets for Multi-device

Google to help advertisers manage your ad campaigns in multi-device rolls out Enhanced campaigns in AdWords.

“Enhanced campaigns” will roll out to advertisers as an option over the next few weeks, and the company plan to upgrade all campaigns by mid-2013.

“With enhanced campaigns, help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns,” Google explains.

Key features of Enhanced campaigns include:

  • “Enhanced campaigns help you better manage your campaigns and budgets for this multi-device world. “With bid adjustments, you can manage bids for your ads across devices, locations, time of day and more — all from a single campaign,” google said.
  • Enhanced campaigns will show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.
  • To help you measure the full value of advertising campaigns, enhanced campaigns enables you to easily count calls and app downloads as conversions in your AdWords reports,” informs Google.

Update 02/21: AdWords team today announced new “bidding tools” and “mobile bid adjustments” as part of the new Enhanced campaigns.

Bid adjustments lets in enhanced campaign lets you increase or decrease your bids for mobile devices and different contexts once you set default bids that reach all devices.

“Setting higher bids when and where you’re more likely to satisfy a customer’s intent can boost your ad’s visibility and potentially lead to more visits and sales. While, setting lower bids for contexts where your lead quality or average order value is lower can improve your ROI, although you may see fewer visits and lower total sales,” explains Google.

Bidding for devices with larger screens, like desktops, laptops and tablets, is grouped together in enhanced campaigns. “Bid adjustments combine using multiplication. If you set multiple location-based bid adjustments, only the most specific adjustment will apply,” google adds.

Below is a screenshot of a calculator in AdWords interface show you how multiple bid adjustments might combine to affect your bids:

adwords bid adjustments calculator

Valuing mobile and setting a mobile bid adjustment. Enhanced campaign lets you choose a mobile bid adjustment to influence your ad position, clicks and cost on mobile devices.

“People can take a wide range of actions on smartphones. Beyond purchasing directly from your mobile site, customers might call your business, click on driving directions to visit a store, download an app, or even convert on another device later. But traditional online conversion reporting may not show the full consumer journey across devices and can therefore lead to undervaluing mobile,” Google added.

adwords interface: valuing mobile and setting a mobile bid adjustment

In addition, Google also enabled several new capabilities in the AdWords API to support enhanced campaigns for developers including:

  • “Upgrade campaigns to enhanced campaigns
  • Submit new ads marked as mobile preferred
  • Set a mobile bid adjustment
  • Retrieve Google suggested mobile bid adjustment for upgrading legacy campaigns to enhanced campaigns.”

These features are available through the forwardCompatibilityMap field, already available in Adwords API versions v201206 and v201209.

Google also shared some resources to help getting started with Enhanced campaigns:

Update 02/08: In this week’s Help Desk Hangout On Air, Google Engage for Agencies team walked us through the resources available through their program. “You will learn how agencies can benefit from free online and in-person trainings about various Google products, including AdWords, through the Google Engage program.”

For more information, visit Google for Agencies website at http://www.google.com/intl/en/ads/engage/.

Update 02/23: Google has begun rolling out “Offer Extensions,” to those whose AdWords account has been upgraded to new Enchanced Campaigns.

“The Offer Extension, is the latest ad extension that lets AdWords advertisers post deal offers underneath a normal Google Search ad. Users who click on the View Offer link are taken to a Google-hosted landing page. From there, the discount can be printed out, or saved for later in a user’s Google Offers account, for use in-store.”

Offer Extensions are available in the new “extensions” tab.

Here’s what an Offer Extension looks like (via):

Google AdWords Offer Extensions

Update 02/28: Google just releases new features to Enhanced campaigns features including:

Improved extensions for the multi-device world. Google now lets you customize sitelinks at the ad group level, in addition to the campaign level. You can also customize sitelinks specifically for mobile devices.

“With enhanced campaigns, you can now show your business phone number or a Google forwarding number in call extensions on computers and tablets. Additionally, Google forwarding numbers are now free on all devices,” Google informs.

AdWords Enhanced campaigns customize sitelinks on mobile devices

AdWords enhanced campaigns now shows business phone number or a Google forwarding number in call extensions

Precise extension scheduling for more granular control such as “specific dates, days of the week, or times of day” for your call extensions and sitelinks, at either the ad group or campaign levels. So instead of having to manually turn ads on or off to run specific extensions, you can now schedule them ahead of time.

Advanced reporting for sitelinks and new conversion types. AdWords reports now count phone calls as conversions, making it easier to compare calls alongside more traditional conversion types like online sales. For example, you can now specify that calls longer than 60 seconds count as conversions.

In addition, Google has also made reporting for individual sitelinks more precise and actionable. “You can now manage and track sitelinks individually to ensure that each one drives the right ROI. You can also take advantage of per-link approvals so if one link is disapproved, your other links can still run,” Google wrote.

AdWords enhanced campaigns advanced reporting

Update 03/01: AdWords Editor version 10.0 released today with Enhanced Campaigns support feature –now letting you:

  • “Upgrade campaigns to enhanced, either individually or in bulk
  • Set campaign level bid adjustments for mobile devices
  • Set bid adjustments for targeted locations
  • Specify device preferences for individual ads (Mobile or All),” informs Google.

Further, Google notes, that previous versions of AdWords Editor will now continue for four months, but to ensure uninterrupted use of AdWords Editor, “you will need to upgrade by June 28, 2013.”

You can also download version 10.0 from the AdWords Editor website.

And, for a detailed description of enhanced campaigns, visit this overview article in the AdWords Help Center.

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