Enhanced campaigns

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Enhanced campaigns

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We connect at any time, from anywhere, using a variety of devices


Our behavior adapts to our situation… as do our expectations


There's a lot for marketers to consider...

Devices are evolving quickly, with a growing list of form factors and capabilities. People are constantly switching between devices, using the one that works best for where they are and what they are trying to do. Device evolution and changes in consumer behavior present new ways to measure advertising effectiveness.


...but context creates new opportunities


More relevance to people's intent and their context, at exactly the moments that matter These changes will mean better results for advertisers

Device

Time

Location


New tools for a multi-device world

Enhanced campaign product overview


Reach your customers with fewer campaigns Today, extensive campaign duplication and management is required

2x 1 bid per keyword on desktop

1 bid per keyword on mobile

2 dayparts (with different store sitelinks based on if the store is open/closed) and different bids

2x

Legacy campaign vs Enhanced campaign

50 campaigns for location

+

1 campaign with 50 location bid adjustments

50 duplicate campaigns for

daypart/sitelink combinations

With scheduled extensions and dayparting

100 duplicate

campaigns with mobile bids

+ and mobile device bid adjustments

= 200 campaigns

= 1 enhanced campaign

50 locations with varying bids 50x


Our new enhanced campaigns will have three areas of improvement

Powerful marketing tools for the multi-device world.Ability to manage your bids across devices,

locations and time

Advanced reports to measure new conversion types.Ability to track new conversion types such as calls, digital downloads, in-store purchases and cross device conversions

Smarter ads optimized for varying user contexts.Ability to show the right creative, sitelink, app or extension based on user context and device capabilities


Powerful tools for the multi-device world Ability to easily manage your bids across locations, time and devices—all within a single campaign

Bid adjustments and reporting by:

Time Location Device

Multiple bid adjustments

Key features


Adjust device and location bids within the same campaign Settings will have options for location, ad scheduling and device bid adjustments


Adjust device and location bids within the same campaign Bid adjustments by location


Adjust device and location bids within the same campaign Device bid adjustment


Smarter ads for varying consumer contexts Ability to show the right creative, sitelink or extension based on user context and device capabilities

Key features

Customized messages on mobile: Show headlines, ad text, URLs and extensions that target users on the go

Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices.

Enhanced sitelinks: Manage individual sitelinks in customized ways at the campaign and ad group level.


Adjust headline, description, URL and sitelinks for mobile devices


Scheduled extensions Set extensions to appear only during certain times of day or on mobile devices


Individual management & reporting for sitelinks Manage individual sitelinks in customized ways at the campaign and ad group level


Advanced reports to measure new conversion types Ability to track new conversion types such as calls, digital downloads, in-store purchases and cross device conversions

Key features

Calls: Count calls as conversions with advanced call tracking

Digital downloads: Track app downloads as conversions (books and music download tracking coming soon)

In-store purchases: Measure offline redemption of saved offers from ad extensions (coming soon) Cross device conversions: Measure conversions that start on one device and finish on another (coming soon)


Four key changes from enhanced campaigns

1.   Campaigns will run across all devicesEnhanced campaigns will run across all devices, with optimizations for mobile and elements of user context like location and time of day. Mobile ads require special bids, extensions, ad text and headlines and these can be managed from the same campaign as your desktop ads.

2.   Mobile bids will be adjusted at the campaign levelBids can be set at the keyword level, but the mobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not possible to designate different bids at the keyword level for mobile within one campaign.

3.   Tablet bidding strategies will be aligned with desktopTablets and laptop devices are rapidly converging, and research shows behavior is similar. With enhanced campaigns, tablets do not have a separate bid adjustment independent of default desktop/laptop bids. Your ads will automatically show up on desktop and tablet.

4.   Mobile bids fully controlled by advertisersGoogle historically adjusted bid automatically for mobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bid adjustments, advertisers will have full control of mobile bids, and Google will stop automatically adjusting bids.


Enhanced campaigns for display


Enhanced campaigns for display With enhanced campaigns, display-only campaigns will have device-level targeting in order to help marketers get their message to the right audience.

Create display ads that provide rich 'device specific' experiences and functionalities (e.g. swipe, shake, camera) and direct to specific devices, platforms and OS versions.

Create rich ads and unique experiences through display

Technology to target specific devices with specific needs


Enhanced campaigns for display

Same bid adjustments and reporting available for search:

Powerful bidding for the multi-device world

Time Location Device

Interests Users Age Gender Placements

+ Display bid adjustments: Adjust bids for targeting types


What's happening with display bidding? More granular controls will allow advertisers to bid based on the value of their target audiences.

? Why?

Some audiences are more valuable to a business and advertisers want to allocate

higher bids for them.

How?

You can control bids across individual targeting criteria

(specific placements, interests, etc.) to formulate the right

combination bid for the right combination of signals.

Who?

If you want to target people: Interested in art and you know that male visitors spend 50%

less than female visitors? You should consider new

bidding options.


Three bid types for display

Default bids

This bid type is set at the ad group and will essentially work the way they do today. They are the bids that we default to when a more specific custom bid is not set. If bid adjustments are in use, they

will be based on the default bid if no custom bid is set.

Display bid adjustments Custom bids



Default bids Display bid adjustments Custom bids

You can control bids across individual targeting criteria

(specific placements, interests, etc.) to formulate the right

combination bid for the right combination of signals.



Default bids

(coming soon)

Bid adjustments can be enabled across multiple targeting criteria types

within one ad group.

Display bid adjustments Custom bids


How to use the new bidding options A savvy site specializing in baby supplies has noticed that for baby cribs and furniture their audience and ROI differ enough that they want to set specific bids for their 'baby cribs' ad group.

Time: Shoppers (parents) are online at

6–9am

Interests: Your customers are very interested in Home & Garden and

Books & Literature

Placements: People on a specific home improvement site convert, but not as well

as other sites

Location: Shipping to the US costs much more than shipping to Canada

Age: People 25-34 spend 3x avg


How to use the new bidding options How do enhanced campaigns simplify bidding for display advertising?

Now you can apply multiple bidding layers without creating new campaigns

and ad groups.

In the past, you could set bids for interests, and adjust for placements or age, but it was

not possible to customize bids to fit all of these layers.


Campaign bid adjustments: •  -20% for US at the campaign level •  +30% for 6-9am at the campaign level

Interests Placements Time Age Location

Display Ad Group bid adjustments: •  $1.00 Ad group bid (default bid) •  $1.50 custom bid on Home and Garden •  +40% for Ages 25-34 •  -50% on the home improvement site

Smarter bidding strategy across targeting options to reach the most valuable audience

How to use the new bidding options What could they do with advanced new bidding options?


Best practices and getting started tips

Appendix


Prepare for enhanced campaigns Take these quick steps to make sure you take full advantage of enhanced campaigns functionality.

•  Identify all multi-device campaigns and upgrade these first •  Determine which of your desktop and mobile campaigns have the same

keywords, ads, extensions and geo targeting. Combine these campaigns for simplified campaign management

•  Plan to copy mobile ads from mobile-only campaigns to the enhanced desktop campaign to maintain as much history/quality as possible


Track more conversions Understand where your customers are coming from so that you can better assess ROI, adjust your bids, and improve your performance.

•  Install AdWords conversion tracking on the ‘Thank You’ page of both your desktop and mobile sites

•  Enable conversion tracking for phone calls by using advanced call reporting and setting the duration of calls that you want to count as conversions

•  Set up digital download tracking for app installs •  Preserve or enable valuetrack to direct/monitor traffic to the correct

destination URL


Think locally Are you ready to capture local search opportunities?

•  Adjust your bids for a specific location to ensure your ads show higher for customers in that area

•  Take advantage of location extension targeting to increase bids for relevant traffic near your store

•  Create ads that will appeal to your local customers. For example, mention any in-store specials and use Location Extensions to make it easy for consumers to see how far they are from your store

•  Adjust your bids based on the time of day and day of the week, based on when customers are more likely to make a purchase


Have a mobile strategy

•  Consider the value of mobile unique conversions, such as calls or visits to your store when setting your mobile bid adjustment

•  Customize your mobile creative with calls to action that will appeal more to a user on the go

•  Enable mobile-specific extensions, such as app extensions, to optimize based on your mobile goals


Optimize

•  Experiment with multiple bid adjustments to assign value to specific combinations of user signals, such as location and device

•  Adjust bid modifiers based on your ROI, taking into account new conversion opportunities on mobile

•  Monitor impression share by device and budget share


Getting ready to migrate to enhanced campaigns Take these quick steps to make sure you take full advantage of enhanced campaigns functionality.

Week 1 Week 2 Week 3 Week 4

Identify all multi-device campaigns and upgrade these first, as the upgrade process is simplest.

Incorporate enhanced campaign functionality and use these learnings as a baseline for more involved campaign upgrades.

Map the structure of related campaigns that will need to be merged. Identify overlap and plan to address potential gaps in campaign coverage.

Merge related campaigns using steps outlined in the migration white paper.

Complete migration of all campaigns


Migration how-to guide


There are two paths to enhance your campaigns The simple flow

•  Use case: For campaigns targeting all devices or a campaign that runs on desktop with no similar campaign targeting other devices

•  Procedure: Four easy steps

•  Supported Tools: AdWords, Adwords Editor, API

The merge flow

•  Use case: For similar campaigns that target separate devices

•  Procedure: 12 steps identified in the migration upgrade manual

•  Supported Tools: AdWords bulk edits, Adwords Editor, API


Upgrading your campaign in 4 easy steps

Open the campaign you want to upgrade in AdWords. For help, see Navigating Your Account.

1

2


Upgrade your campaigns – Step 3

3


Upgrade your campaigns – Step 4

4


Plan to upgrade to enhanced campaigns

Ensure you have access to all your accounts

Review the AdWords tools

Learn about mobile bid adjustments

List all your campaigns and target devices

Identify matching campaigns

Select the upgrade flow for each campaign


Ensure you have access to all your accounts

If you have more than one account, ensure you have access to all of your “My Client Centers” or individual accounts before starting the upgrade. For more information, see Using My Client Center and Managing Multiple Accounts.


We recommend reviewing the following AdWords tools before you begin the upgrade process. This will help you navigate the process more easily.

•  AdWords – See the AdWords Help Center for more information

•  Bulk Edits – Use the Edit dropdown on the Campaigns, Ad groups, Ads, or Keywords tabs to make large-scale changes across your account. For more information, see Bulk actions

•  AdWords Editor – See About AdWords Editor and AdWords Editor Help Center for more information

•  AdWords Application Programming Interface (API) for users who want to programmatically upgrade campaigns

Review the AdWords tools


Learn about mobile bid adjustments

During the upgrade, you will set bid adjustments for ads served on mobile devices. Google will provide a recommendation based on regional and vertical benchmark data. To learn about this, see About Mobile Bid Adjustments.


First examine each of your campaigns and determine the current target devices for each campaign. Target devices may be any combination of the following:

•  Desktop & laptop computers

•  Mobile devices

•  Tablets

List all your campaigns and target devices


Identify matching campaigns

After determining the target devices for each of your campaigns, identify any campaigns that are identical or nearly identical except for the target devices. For example, you may have a campaign targeted at desktops, laptops, and tablets that you copied to a second campaign targeted at mobile devices. These are matching campaigns that you will merge together. Matching campaigns target different devices but share the same or very similar ad groups, keywords, extensions, ads, location settings, and network targets. Here are some suggestions on how to identify these types of campaigns:

•  Campaign Name: Many advertisers have campaign names like “Narrow Brand –Mobile” and “Narrow Brand - Desktop”. If you do, then you can use the names to identify matching campaigns

•  Keyword Overlap: Identify campaigns that target different devices and have the greatest keyword and geographic target overlap. You can do this by downloading the Keyword Report for all campaigns

•  Ad Overlap: If two campaigns overlap significantly in ads, as well as in geographic targeting but target different devices, these may be matching campaigns as well

•  Product Target Overlap: If two different Product Listing Ad Campaigns have the exact same product targets, they are probably matching campaigns


Select the upgrade flow for each campaign

Once you have identified the target devices for each of your campaigns, and you have identified all the matching campaigns, you need to determine which upgrade flow to use for each campaign, as follows:

•  For all matching campaigns, use the Merge Flow

•  For all other campaigns, use the Simple Upgrade Flow to upgrade one campaign at a time, or use the Bulk Upgrade Flow with AdWords Editor to upgrade multiple campaigns at a time using AdWords Editor

Once you have identified which flow to use for each campaign, perform the upgrade as described in the next section.