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New ValueTrack Parameters in AdWords’ Enhanced Campaigns Explained

Google AdWords Enhanced Campaigns which help advertisers take full advantage of user context, maximizing the effectiveness of their ad campaigns–today, added some new ValueTrack features –specially for advertisers using keyword level URLs.

Google has added a new parameter, {ifnotmobile:[value]}, “where you can replace [value] with text that will then show up in your URL when the user clicks on your ad from a computer or tablet,” explains Google.

In additon, Google also changed existing ValueTrack parameter {ifmobile:[value]}–that will “now insert the specified value into the URL only if the user clicks from a mobile device.”

Further, Google notes, the features launched today will help advertisers achieve specific conversion and ROI goals, and make the upgrade to enhanced campaigns easier by: “Directing users to a device-specific landing page at the keyword level; Enabling measurement of the effectiveness of campaigns by device.”

“By using ValueTrack parameters, you can also direct users to device-specific content and measure the effect it has on conversions,” Google adds.

Google also gave a few example for using the ifmobile and ifnotmobile parameters to direct users to a device-specific landing page.

Additionally, also discussed performance tracking by device, and how the ifmobile and ifnotmobile parameters differ from the existing device parameter.

Update 03/20: In today’s installement of enhanced campaigns series, Google highlights it work with display advertising, that captures the signals (as in today’s connected world customers access information across multiple devices, before making a purchase).

“Enhanced campaigns for display help you reach people with the right ads, based on people’s context like their location, time of day and device type — all from a single campaign.”

Google notes that Search and display use very different signals. “In search, keywords are used to capture users’ intent. While, in display campaigns, advertisers use a variety of other signals to reach their target customers with the right ad.”

For example, a website may use signals such as: “Interest Categories; Demographics; Topic Targeting; Remarketing; Time of day; Location; and Device.”

With enhanced campaigns, “instead of having to create multiple campaigns, a website can easily manage all of this in one place. In a single campaign they can adjust bids across these various signals to reach the right people with the right ads,” Google explained.

In other blog entry, Google notes that is seeing increase in brands adopting its digital marketing products–“We’ve seen a 65 percent increase in the last quarter alone in the number of brand advertisers using our brand formats and buying tools,” Google stated.

Here are some features over the past year in a suite of brand solutions:

L'ORÉAL PARiS run engagement ads campaign

Active View, introduced last year, offering the ability to not only measure whether ads are viewable, but actually buy based on it.

Engagement Ad Formats, a new family of brand-friendly ad formats, are already showing terrific early returns.

Brand Lift in AdWords, introduces earlier this week, enable marketers to run surveys along with their ad campaigns, to determine how their ads helped their marketing objectives (i.e., whether their ads helped build awareness, increased favorability towards their brand, etc.).

“Brand Lift complements our other investments in brand measurement, like ActiveView and Active GRP,” Google adds.

Update 03/21: Google device column is available in the Click performance report. If you have migrated to Enhanced Campaigns, then this column can be useful in finding out how your ads performed on various platforms, and adjusting your mobile bid modifier accordingly.

“We recently exposed the Device column in the Click Performance Report. The Device column can have TABLET, HIGH_END_MOBILE or DESKTOP as its valid values. This is a segmentation column, so requesting it will prevent zero impression rows from being returned,” Google wrote.

Update 03/22: Google has announced of removing implicit ordering to change the way bidding works for the display network.

“Historically, bidding on the display network has relied on implicit priority orders to determine how to use the criteria added to an AdGroup. In the new system, Google is introducing Explicit Content Bid Dimension per AdGroup.”

“Ads serving on the display network will honor bids from that dimension and ignore any bids that may exist on other dimensions. We’ll use this same override dimension for URL overrides – serving will honor urls from the display override dimension, and ignore urls from any other dimension,” Google writes.

Adding, “You will now be able to explicitly specify which bid dimension will be used per AdGroup,” Google said

You can migrate your AdGroups now or allow them to be automatically migrated for you.

“Once the manual migration period has ended, those AdGroups that haven’t been migrated will be automatically migrated to the new structure,” Google said.

“The automatic migration will select the contentBidCriterionTypeGroup, for un-migrated AdGroups, based on the existing method of prioritization. All automatically migrated AdGroups can continue to be edited through the API.”

To manually migrate your AdGroups, or to configure new AdGroups, you need to set the contentBidCriterionTypeGroup to the desired CriterionTypeGroup. “You can then add new Bids using the BiddingStrategyConfiguration, that can then be selected at a later time,” Google explains.

Finally, Google is also introducing a new report, the PLACEMENT_PERFORMANCE_REPORT, which’ll contain all the information about manual placements.

Update 03/29: Google hosted a second installment of the Enhanced Campaign Hangouts on Air series–where AdWords specialists talked about how to upgrade to use the new Enhanced Campaign features.

Phil told us how to upgrade a single campaign, and Leslie showed us how to use AdWords Editor to migrate multiple campaigns before upgrading.

Watch the full 20-minute video recording below:

Update 04/04: ValueTrack parameters features “are now live as on April 3, 2013, and ready for you to apply to your campaigns,” google announced.

For more information on new ValueTrack features, check this article, and the Google AdWords Enhanced Campaign Upgrade Guide – The URL Supplement (pdf).

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