This February, Google announced Enhanced Campaigns. While this may sound like Google is just trying to make your AdWords campaigns a little better, there are significant changes that you should be aware of with regards to your current AdWords campaigns.
What are Enhanced Campaigns?
In their promotional video, Google calls Enhanced Campaigns, “marketing for a constantly connected world.” But what does this really mean? Enhanced Campaigns is Google’s way of streamlining AdWords into a more simple and manageable experience. While this seems like a great idea in theory, it will take some time and effort to adjust your current legacy campaign structures in order to insure your campaigns are still meeting your business needs and goals.
When will I see Enhanced Campaigns?
Enhanced Campaigns will go into effect for all AdWords campaigns July 22, so you still have some time to adjust your legacy campaigns. Even Google itself recommends that you manually migrate your campaigns into the new format before the start date, so it’s a good idea to look over what you have right now.
What changes will I see?
While Enhanced Campaigns are meant to make AdWords management simpler, you will see some very noticeable changes from what you’re used to, especially around bids and daily budgets.
Bids & Budgets
Enhanced Campaigns will default to target all devices (desktop, tablet and mobile). This will most likely affect your daily budgets as the increase in clicks and views from multiple devices may mean you hit your daily max much quicker than before. Since you’ll no longer be able to set daily budgets based on device, you may find you’ll have to increase your overall daily budgets for your campaigns.
While you can no longer specify your budgets for specific devices, you can, however, set certain targeting parameters within your campaigns to show device-specific ads.
How can I make sure I’m ready?
Depending on the number of campaigns you have, you may be in for a lot of work to migrate over to Enhanced Campaigns. However, there are a few things you can do to prepare.
- If you’re using a third-party management system for bids, make sure they are keeping pace with the Enhanced Campaign changes. If not, you may need to search for an alternative option.
- If you have any creative that goes along with your AdWords campaigns, make sure you have the correct platform selected as the default; however, be aware that with the merging of all devices, some of your mobile-specific creative may end up showing on desktop searches.
- Follow Google’s Upgrade Guide. Straight from the horse’s mouth, Google offers an upgrade guide for users. Take the time to go through and properly upgrade your campaigns according to Google’s best practices.
Light at the end of the tunnel
While many marketers feel that Google’s Enhanced Campaigns are restricting the control they have over their ads, many companies that have already migrated over have found success in the switch.
Brands are now saving time by reducing the number of campaigns they have to manage. While it may take significant time and effort to migrate your campaigns into this new format, staying ahead of the curve by addressing the change early will help you stay ahead of the curve when it comes to Google AdWords.