What are Enhanced Campaigns?
AdWords Enhanced campaigns are a new and more advanced version of what we all know and love [or insert word of choice here]. Everyone will be upgraded on July 22nd, whether you like it or not. There will be no more separation between desktop, tablet or mobile campaigns, or separately geo targeted campaigns. Everything will be managed through a single campaign. For those of you currently running 20 or more campaigns targeting different locations or devices, this means some significant changes are in store for you. If you’ve ever wanted to be more specific with a single PPC campaign, you’ll love Enhanced campaigns.
What Makes Enhanced Campaigns Better?
Enhanced campaigns give you the near complete control when bidding across all types of devices and locations. Better reporting. You are able to display different ads/extensions based on device, time, or location. You can adjust your bids to be higher or lower based on a searcher’s location, device, or time of day. Reporting on phone calls will be better and easier than before, along with free call tracking numbers for each ad, though I wouldn’t throw out your current call tracking provider if you’re already using one.
What Drawbacks Might You Encounter?
Well, if you’ve spent a lot of time creating separate mobile and desktop campaigns, you need to merge the two campaigns very carefully. This may create a bit of headache – but don’t worry, the pain is temporary. Follow Google’s guide very carefully when merging campaigns and making the upgrade.
Also, as far as I can tell, there isn’t really a way to opt-out of bidding on mobile devices. You can set your bid multiplier to “-100%” but it would be nice to just opt-out. There will be no separation between bidding on desktop devices and tablets in Enhanced campaigns, so while you’ve been given complete control over bidding on mobile devices, all of your control of bidding on tablets specifically has gone away. Good one, Google. While bids can be set by device, daily budgets cannot. Those are still determined by the campaign itself – so where you’ve been given more control in some areas, all control has been taken from you in others.
Should You Upgrade?
Yes. Well, you don’t really have a choice. Everyone will be upgraded on July 22nd this year. The difference is that you can customize your settings and carefully merge your campaigns before Google does it for you. This gives you just enough time to get all your ducks in a row and make the switch on your own. Google put together a great guide on making the transition from your current campaigns to Enhanced campaigns.
Have you had experience upgrading to Enhanced campaigns or have questions for someone who has? Let us know your thoughts in the comments below!