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Today’s post is by Sr. Production Services Manager Maureen Reardon, marketing pro since 2006.
Even if you are new to the world of SEM, you have undoubtedly heard complaints chatter about Google’s impending transition to Enhanced Campaigns. You may still be unsure about what an Enhanced Campaign entails or what the difference is between enhanced and legacy campaigns. Here are some of the key differences, as well as some implementation tips and things to look out for:
– Device Targeting:
– There is no longer an option to target tablets as a separate device, nor can you bid on them separately.
– However, you can bid separately on mobile; here are some good work-around tips.
– Upgraded Ad Extensions:
– Upgraded Sitelinks: In legacy campaigns, you are only able to implement sitelinks at the campaign level. With upgraded sitelinks, you can now implement them at the ad group level as well. This will allow more control over which ads they show alongside – especially if you use single-keyword ad groups (SKAGs).
– Upgraded Call Extensions: You can now gather call metrics and record calls as conversions. This is also supported across all devices with Enhanced Campaigns, whereas with legacy call extensions, the phone number only appeared when the ad appeared on mobile devices.
– With all the upgraded ad extensions we have much more flexible reporting options than we did with legacy.
– Bid adjustments by location: with EC, you now have the option to either increase or decrease bids for each specific targeted location. Here are some setup tips.
– Ad Scheduling is not a new feature with EC, but it is now structured differently. Something to keep in mind as you are setting different bids for different hours of day: if you don’t select a certain time, your ad will not run during that time.
– If your ad is meant for mobile, don’t forget to select “mobile” under device preference. Ads with this option selected will be given preference in terms of serving on mobile devices. Also, don’t forget to optimize your ad copy for mobile.
This is what the option looks like in AdWords Editor:
– If you are having a hard time getting started on your migration to EC, you can certainly visit the Campaign Upgrade Center for more tips:
– One more great resource: follow #ppcchat on Twitter, which holds a chat each Tuesday at 9 a.m. PT and passes around great tips and insights the whole week long.
– Maureen Reardon, Sr. Production Services Manager