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Tara Dee West@Koozai_Tara
ADWORDS ENHANCED CAMPAIGNS… ARE YOU READY?#EDGEMANC – MAY 2013
ALTERNATIVETOPIC OR IDEA
Yeh but no but… Am I boverred tho?
WHAT YOU’LL TAKE AWAY
Whether to target
mobile
New features
Display
How to upgrade
Optimisation
Effect on other AdWords Features
Multi-Device Campaigns &
Bid Adjustments
Currently Campaign level
Soon to be Ad Group level
GEO TARGETING & CUSTOM BID ADJUSTMENTS
Bid up for valuable locations
Bid down for low performing locations
Optimise for time of day
£1 standard desktop
+10% for Manchester = £1.10
+10% between 1-2pm
= £1.21
GEO TARGETING & CUSTOM BID ADJUSTMENTSBid up for valuable locations
Bid down for low performing locations
Call Extensions increase
CTR by 6% on averageSource: trada.com
Google Forwarding Numbers
Sitelinks increase CTR
by 20% on averageSource: trada.com
Offer Extensions
App Extensions
SHOULD YOU TARGET MOBILES?
Site’s mobile
functionality
GA device data
Value Track
Parameters
Current mobile ad performance
Can’t separate spend, just bids
Experiment
WHAT SHOULD YOURMOBILE BID ADJUSTMENT BE?
Campaign level
Current actual CPCs
recommended bid
Current mobile bids
Higher competition = higher costs
You’ll never pay more than required
Switching to Enhanced Campaigns
Backup Your Data & Your Account
Already have multi-device campaigns?
Don’t have separate mobile / tablet campaigns?
Click ‘Get Started’
Set Mobile Bid
Adjustment
Upgrade ExtensionsMobile Ads
SIMPLE UPGRADE PROCESS
Choose ‘base’
campaign
Ensure all ad groups
merge
Ensure all keywords
merge
Ensure all ads merge
Merge settings
Merge budgets
Merge extensions
Pause other campaigns
Click to upgrade
Set mobile bid
adjustment
Upgrade extensions
Monitor & optimise!
MERGE PROCESS
Enhanced Campaigns affect display
in the same way
Click ‘Get Started’
Set Mobile Bid
Adjustment
Upgrade ExtensionsMobile AdsMerge Product Targets in Product
Listing Ad campaigns
GOOGLE ADWORDSCONVERSION OPTIMIZER
Not compatible with other bid adjustment
Set mobile bid adjustment at -100%
Automatically Adjusts for Times Location & Device
OPTIMISING WITH ENHANCED CAMPAIGNS
Locations
Average position 2+
Data data data!!!
Time of day
Review mobile bid adjustment
Use new features
RESOURCES • http://www.koozai.com/blog/pay-per-click-ppc/your-
enhanced-campaigns-questions-answered/ • http://adwords.blogspot.co.uk/2013/04/ad-group-mobile-bid-
adjustments.html) • http://www.trada.com/wp-content/uploads/2013/01/Trada-
Whitepaper-Google-Quality-Score-in-2013.pdf • https://www.youtube.com/watch?v=CH4h42oEO08
IMAGE SOURCES • Devices: http://en.fotolia.com/id/50354372 © dashadima - Fotolia.com• Why you should care: http://rt.com/programs/why-care-summary/)• Mind readers: http://www.istockphoto.com/stock-photo-19741432-mind-readers.php?
st=050b255• Map: http://www.istockphoto.com/stock-photo-16335928-red-pushpin.php?st=3efc6fe)• Clock: http://www.istockphoto.com/stock-photo-18452206-alarm-clock.php?
st=da026e2• Phone box: http://www.istockphoto.com/stock-photo-1369966-uk-phone-box.php?
st=8ae2158• Special offer: http://www.istockphoto.com/stock-photo-19077974-special-offer.php?
st=8ccb46e• Aps: http://www.istockphoto.com/stock-photo-19077974-special-offer.php?st=8ccb46e• Mobile pin note: http://www.istockphoto.com/stock-photo-23694555-mobile-word-and-
symbol.php?st=556ec4c• Light switch http://www.istockphoto.com/stock-photo-12264216-turning-off-the-
light.php?st=c0df872• Computer in life ring: http://www.istockphoto.com/stock-photo-18802852-lifebuoy-
concepts.php?st=d3fb653• Cloud billboard http://www.istockphoto.com/stock-photo-4102917-advertising-
board.php?st=e398e7b• http://www.koozai.com/blog/pay-per-click-ppc/your-enhanced-campaigns-questions-
answered/
