How to Upgrade Your Google AdWords Accounts to Enhanced Campaigns
Google AdWords introduces enhanced campaigns to make it easier for advertisers to promote marketing messages based on people’s context like their location, the device they are using and the time of day – all within a single campaign.
This paper explains:
1. What enhanced campaigns are
2. How to plan your upgrade to enhanced campaigns
3. How to upgrade your campaigns to enhanced campaigns
4. The upgrade process for some example campaigns
Enhanced campaigns will roll out to advertisers as an option beginning in February, 2013. We plan to upgrade all campaigns in mid-2013. If you need assistance, contact the Google ads team.
1. What Are Enhanced Campaigns?
People are constantly switching between devices, using the one that works best for where they are and what they are doing. This makes it important for marketers to focus on reaching the right audience in the right context, rather than just targeting a specific device.
Advertising plans that used to require separate campaigns, like ones that required bidding differently by device or by location, can now be handled in a single enhanced campaign, making it easier to reach users no matter where they are or what device they are on.
Benefits of Enhanced Campaigns
Enhanced campaigns enable powerful bidding improvements that allow you to manage your bids seamlessly across locations, times and device types. For example, you can bid higher for customers who are searching from within a half-mile of your store, or lower during specific hours when your business is closed. Additionally, you can create custom bidding combinations of device, time, and location that work best for your business. Enhanced campaigns also offer smarter ads that are optimized for varying user contexts. You can now show the right ad, site link, app or extension based on user context and device capabilities. For example, an advertiser can show a store locator for customers on smartphones during business hours, or change ad texts and sitelinks at specific times. These changes will all be complemented with advanced reporting metrics and new conversion types. Advertisers will immediately have access to detailed call reporting with free Google forwarding numbers and conversion metrics for digital download campaigns.