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Deep Dive into Enhanced Campaigns
Preparing for EC
Crystal (Anderson) O’Neill
SEER Interactivewww.SEERInteractive.com
30 Second Background:• Lead PPC Division at SEER Interactive– AdWords & adCenter Qualified Company– PPC, SEO, Analytics
• Began PPC career in 2006– SEO, Media, Analytics & Biz Dev Background
• International experience in B2B, B2C, E-comm PPC accounts & budgets from a few thousand to six figures
Why Enhanced Campaigns?
“Reach consumers at the moments that matter across devices with more relevant ads”
Take a Deep Breath and Get Started …
How I Learned
Getting Started
Know Your StuffWatch the webinarsRead the blogsRead the upgrade guide
Practice Makes PerfectTest upgrading to EC to get familiar with the steps and
options: How long it will take you What options you have Where new settings are located How bid adjustments will work
Test Yourself Transition an old campaign Create a test AdWords account/campaigns
Be sure to create Desktop and Mobile campaigns to practice merging campaigns
Test upgrading with interface and editor
How I Prepared
Getting Started
Conduct an AuditIdentify which devices campaigns are currently
targetingIdentify campaign settingsCheck out geo data – need to setup geo bidding?Do you need to transition sitelinks?What about call extensions?Day parting?
Getting Started
Conduct an AuditIdentify if you will need to merge campaigns to
upgradeDo you have separate mobile, tablet and/or
desktop campaigns?
Create A PlanUse your audit to determine how each campaign
will be upgradedIf you need to merge campaigns 2 important
considerations:Primary campaign
Longest historyMost statisticsHigher investment
Quality ScoreTry to preserve keywords, ads, landing pages, and device
combinations to keep QS intact (as much as possible)
Budget The Time5-10 minutes for basic upgrades
Example: Desktop only campaign being upgradedUse Editor bulk when you can to save time
25-30 minutes for more complex upgradesMerging campaignsCreating mobile only adsImplementing bid adjustments
Don’t Forget DetailsDon’t forget about sitelinks and bid adjustments!
Remember they can now be campaign or ad group level
25 characters maxDon’t forget you cannot have phone numbers in ads; Use call extensions!
Bidding – calculator example
BudgetingIf you have to merge campaigns, don’t forget to
merge budgets!Tip: Look at budget trends for all old campaigns
to determine where to set your Enhanced campaign budgets
How I Prepared Clients
Be ProactiveExplain what Enhanced campaigns are
Be prepared for questions! Remember that clients/stakeholders often have only basic knowledge of what you do
Don’t focus on only the negatives; Be sure to share the benefits of Enhanced campaignsGood opportunity to
‘upsell’
Set ExpectationsProactively address how performance may be affected
If you had opted out of tablets before due to poor performance, what will happen now?
If you had mobile only campaigns before, and they now must run on desktops/tablets, how do you anticipate performance to be affected?
Think about what re-training is neededSeparate campaigns are no longer neededManaging bidding will changeDevice targeting will change
Post Upgrade PlanDon’t set and forget (brand new baby – image?!)Monitor performance closely
Keep an eye out on CPCsKeep an eye out for how your traffic is splittingBudgets
Be proactive in sharing resultsBe proactive in creating plans for optimizing and
testing as you aggregate data
In Summary …Do your researchTest upgradingConduct an auditPrepare your planExecute your planSet expectationsHave a post upgrade plan
