Jul 2013

Enhanced campaigns allow marketers to manage bids across a user’s device, location and time. It allows you to bid higher or lower based on the user’s proximity to your business, and/or the device that they’re using. And, starting Monday (22nd July, 2013), all legacy (conventional) campaigns have been auto-upgraded to the new Enhanced Campaign format.

At HappyMarketer, we worked on upgrading numerous campaigns and in parallel to our earlier article about Enhanced Campaigns, we also devised a basic set of pointers to keep in mind while dealing with enhanced campaigns

  • Analyze

The first step towards enhanced campaigns included an in-depth analysis of the account and it’s historical performance statistics. And also getting a thorough understanding of the performance of each keyword (and ad) – traffic volume, CTRs and CPCs – across desktops, tablets and mobiles; and their patterns by hour of the day and day of the week.

  • Categorize

The conventional logic for Adwords account structure involves building separate campaigns for targeting desktop and mobile devices. So, as a second step, we concentrated on the identifying campaigns that are required to be merged or be done away with. For example, if there are 2 campaigns to sell sports shoes of brand x – one for desktop and the other for mobile, they are either need to be merged into one campaign, or if the mobile campaign is a subset of the desktop campaign, you may only retain the desktop version (and enable it to reach mobile devices) and pause/end the mobile campaign.

  • Your checklist
    • Ensure that all keywords, ads and targeting options are included in the primary or the master campaign
    • Identify the budget splits across the similar campaigns across devices and accordingly increase or decrease the budget
    • Review device specific ads and landing pages and update, if necessary
  • Upgrade

This step involved the actual upgrade of the legacy campaign with an enhanced campaign; and enable and optimize various new features available for enhanced campaigns. For some accounts, we chose to upgrade all campaigns together and for others, we adopted a more step by step approach; wait, watch, learn and apply.

  • Your Checklist
    1. Enable all devices. If you wish to not run on mobile devices, use a bid multiplier of -100% of mobile devices
    2. Set up Geo-targeted bids, if applicable, for separate regions.
    3. Review site links and ad extensions on ad-group and campaign levels.
  • Monitor, Review & Feedback

The last and the final step is to ensure that the quality of the campaign (namely, CPC, CTR & Cost per Conversion) should at least remain the same – if not improve with Enhanced Campaigns. This normally includes tailoring the bidding strategy, understanding the conversion pattern and which segment of your user-base actually converts – and starting to leverage the features of the enhanced campaigns like scheduling, multi-device targeting and updated site links (details below). Even after a successful transition we stay agile with the management and optimization of the enhanced campaigns and account for the shift in competition and a bidding environment across devices and platforms. It is not a continuous process and not a one-time analysis 🙂

  • Your Checklist
    1. Monitor the traffic volume, CTR and CPCs across various devices and adjust bids accordingly
    2. Understand conversion patterns and identify the high and low performing day of the week, hour of the day and location.
    3. Measure your spend across devices to ensure that the marketing dollars are spent effectively and as per expectations.

What are Upgraded Extensions?

With enhanced campaigns, Google also offers upgraded ad extensions. These upgraded extensions provide more control and flexibility over current extensions. These upgraded extensions now co-exist with non-upgraded (current) extensions within enhanced campaigns.

Below is a handy list the pros with regards to the upgraded extensions

  • We can now create an ad extension on a campaign or on an ad group level; and edit each extension without worrying about losing the historical performance stats
  • It is now possible to view performance stats for each site link, campaign, ad group or the ad itself can then break down each site link’s performance.
  • Every extension undergoes the approval process separately. For example, if you create 4 site links and 2 of them are approved and 2 disapproved, the 2 approved ones will be eligible to be displayed with the ads.
  • Extensions can now be customized for mobile phones – for example, to highlight maps, deals or click to calls, etc.
  • We may now schedule start and end dates for an extension; and that it runs on specific days of the week/weekends and a particular time of the day

As of today, the following extensions have been upgraded on the lines of enhanced campaigns.

  • Site link Extensions
  • Call Extensions
  • App Extensions
  • Offer Extensions

And the below has a small checklist for you to upgrade your extensions and make your ads more awesome 🙂

  • Select the campaign whose extensions that you’d like to upgrade
  • Click: Ad Extensions Tab
  • Select View: Extension type from the drop-down menu
  • Select: Not upgraded from the drop-down menu
  • Click the Upgrade button. Scroll to the “[Extension] Settings” section and you’ll see your upgraded extensions in the campaign-level table

Did we forget anything? What would you add to the list? Tell us in the comments, below.

Sanchit Mendiratta

Sanchit is a Partner at Happy Marketer.