Google is changing what we took more or less for granted in AdWords and evolving the philosophy of advertising campaigns. Multiple targeting devices – PCs, laptops, tablets, smartphones – now define consumer behavior and their combination defines new digital marketing tools. Google is upgrading advertising campaigns in AdWords, providing the possibility for each advertiser to target more intelligently and flexibly the audience of interest.

Those of you who are already advertising on AdWords, you will have noticed the announcement in your account about the upcoming upgrade of your campaign. Change is coming and, like it or not, Google has announced that by July 22, 2013 all campaigns will be upgraded. If you want to stay in the game, you will need to be informed about the changes that are going to be made to your campaign and prepare properly by following the advice of Papaki.gr's AdWords Experts. In our post you will read about the new features of the improved campaigns, along with useful tips to properly prepare for the upcoming change.

How improved are the new AdWords campaigns?

1. All targeting devices in a single campaign

Until now, Google advised advertisers to create different campaigns for each targeting device, e.g. 1 campaign to target desktop devices, 1 campaign to target tablet devices, 1 campaign for mobile devices. Data is changing and in Enhanced Campaigns you will target all devices, adjusting your offers accordingly by device type.

For example, if users using their mobile to search are more valuable to you, you can become more competitive by adjusting your mobile CPC bids accordingly.

However, Google identifies tablets with desktop devices and you will now target both together in one campaign. This means, all advertisers will be targeting both devices in their campaign, so the CPC may increase for tablet devices, without you being able to do anything about it.

2. Flexibly adjust your offers by device, region and time of day

The important thing is that you will be able to adjust the bids for each device you target, depending on the location you target and for different times of the day. For example, a restaurant with a presence in Athens and Rhodes in order to secure all available traffic in the summer months, will target one campaign in both regions but may increase the CPC bid for users located in Rhodes and searching from their cell phone on Sat.

Remember, your ad rank is determined by your Quality Score and CPC bid. So if you adjust your bid accordingly in conjunction with a high Quality Index, the ad may appear in a higher ranking and thus, the probability of them being made increasesconversions.

3. New ad extensions so, new types of conversions

At ad extensions which you already know and probably manage, 4 new, more improved and upgraded ones have been added:

call extensions,

applications (app extensions),

sitelink extensions, and

offers (offer extensions).

Now, you have the ability to track more types of conversions, in addition to online purchases or newsletter subscriptions, such as calls made from AdWords advertising, app downloads and conversions from various devices.

For a pizzeria that does delivery, it is more important to monitor the calls coming from AdWords advertising, as well, and for an eshop with iphone applications, certainly the monitoring of downloads provides exactly the information the advertiser needs to evaluate his investment.

4. Does anything change in the calculation of the Quality Index?

The answer is no. According to Google, Quality Score across devices will not be affected with the upcoming upgrade to Enhanced Campaigns. It is good to remember that the Quality Score is calculated on a scale from 1 to 10 and evaluates the relevance of advertisements. Combined with the CPC bid they determine the ranking position of your ads.

3 Tips for Better Performance with Enhanced Campaigns

1. Make sure to keep the average ranking of your ads high (Avg. position) as the advertising space on mobile/tablet devices is very limited, compared to desktop devices, as a result of which your ads will not be displayed if they are not in the first 2 rankings. High ranking will help you achieve high CTR and thus, increase the chance of more conversions.

2. It is easier to proceed with optimization actions ifcategorize your optimized campaign performance by targeting device. For example, if you find that mobile performance is not satisfactory, you can increase your mobile-only bid or modify your keywords, ad text, or landing pages to achieve greater relevance.

3. Experiment with all the new features of Enhanced Campaigns and you are evaluated depending on the performance of the new campaign. Your AdWords return on investment will come from continuously monitoring and optimizing your entire campaign, so there's no point in upgrading your campaign, or letting Google do it for you, and then abandoning it. of online competition… =)

SOURCE: https://www.papaki.gr/blog/2013/06/06/how-improved-are-the-new-campaigns/