Google Enhanced Campaign Placement Upgrade
This week Google unleashed changes to campaign placement, in future advertisers will be able to craft their targeting more fluidly to really hone their advertising across multiple devices.
For example : A Chinese restaurant would probably wish to display one advert to someone searching for “Chinese Food” at noon via their computer at the office but wish to display a different advert to someone searching for “Chinese Food” at 8pm on a mobile device a half a mile from them (in this case perhaps a click-to-call phone number and restaurant locator). Variables such as location, time of day, and the features of the device people are using to connect have become increasingly important in showing them the right ad.
A recent study of multi-device users found that around 90% of them move between several screens to accomplish a task. There’s also a variety of new devices — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more. And there will be more digital screens and devices to come so the lines between them continuing to blur.
Here’s an overview of some key features from Google’s new Enhanced campaign placements upgrade:
- Powerful marketing options for the new multi-device world
People want search results that are relevant for the context that they are in — their device, location and the time of day. Enhanced campaigns help you better manage your campaigns and budgets for this multi-device landscape. With bid adjustments, you can manage bids for your ads across devices, locations, time of day and more — all from a single campaign.Example: 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. - Smarter ads optimized for varying user contexts
People on the go or near your store may be looking for different things than someone sitting at their desk. With enhanced campaigns, you’ll 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.Example: 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. - Advanced reports to measure new conversion types
Technology is enabling people to take action on your ads in new ways. Potential customers may see your ad and download your app, or they may call you. It’s been hard for marketers to easily measure and compare these interactions. To help you measure the full value of your campaigns, enhanced campaigns enables you to easily count calls and app downloads as conversions in your AdWords reports.Example: You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.
Upgrading to enhanced campaigns
Enhanced campaigns will roll out to advertisers as an option over the next few weeks, and Google plan to upgrade all campaigns in mid-2013.
Enhanced campaigns are designed to help you succeed in a multi-screen world, but Google know that transitioning may involve some initial changes. Here are some resources to help you:
