Google Adwords - Enhanced Campaigns

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(No Transcript)
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Why Change Enhanced Campaigns?

• There has been continuous and rapid evolution
  within the mobile, tablet and laptop markets.
  Google has been forced to adapt to these new
  markets so that advertisers can take advantage of
  the new platforms.
• Issues that Google has had to address
• Low adoption rate of best practise mobile
  campaigns
• Difficulty recognizing the difference between
  tablets and mobiles, and tablets and laptops
• Low CPCs for mobile campaigns losing half its
  monetary value
• Complicated multiple AdWord campaigns for
  different devices, when doing target searches

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Welcome Enhanced Campaigns

• Google announced, from June 2013, Google plans to
  upgrade all AdWords campaigns to this new form.

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Current Structure

• In the current structure, advertisers determine
  when and where consumers receive ads
• They are able to select the device and budget
  level by creating a dedicated campaign
• Messaging, keywords, and landing pages can all be
  customized
• This means that marketers have a high level of
  control and can make it very specific for each
  device

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What is Changing

• Device Targeting and Bidding
• Advertisers target users on mobiles, tablets, or
  laptops/desktops. They do this by setting up 3
  separate campaigns. For each campaign they have
  to manage the keywords and manage the Ads based
  on ROI performance.
• With Enhanced Campaigns each of these campaigns
  will be combined into one campaign targeting
  users across all devices
• Budgeting
• As a result of the changes it will no longer be
  possible to have a separate budget for each
  different campaign
• Budgets for devices will have to managed
  carefully using bidding strategies and targeting
  options

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What is Changing

• Device Targeting and Bidding
• Campaign Level (Bid Adjustment) the ability to
  manage bids across devices, locations, and time
  of day
• They can either be a positive or negative
• Stack Multiply Bids For time, device, and
  location, depending on what they consider is most
  important
• From now on Tablets, Laptops, and Desktops will
  be treated the same
• You will not be able to opt out of targeting a
  certain device
• Targeting by connection type (Wi-Fi/3G) and
  operating system(iOS/Android) is no longer
  available
• Downloadable mobile campaigns are no longer
  available

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What is Changing
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What Is New

• Cross-Device Attribution and Offline Conversion
  Tracking
• New types of events that can be tracked
• Calls
• It will start counting calls as conversions
• Digital downloads
• Will track app downloads as conversions
• In-store purchases
• Measure offline redemption of saved offers from
  ad extensions
• Cross-Device Conversions
• Measure conversions that starts on one device and
  finishes on another device
• It will work by looking at data from searchers
  that are logged into Google and other Google
  products across devices

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What has been updated

• Sitelinks
• Flexibility
• Upgraded sitelinks can be added to a campaign or
  ad group
• Giving you more control over the specific ads
  they show up alongside
• More detailed reporting
• Find out the number of clicks that take part on
  certain parts of your ad
• You will be able to break down the statistic by
  campaign, ad group, and ad
• Will also be able segment the data
• Data retention
• Edit you sitelink extensions without resetting
  its performance statistics
• Customized sitelinks for mobiles
• Assign sitelinks that you prefer to show on
  mobile devices
• Scheduling with start and end dates
• Assign dates, days of the week, time of day for
  your sitelinks to be shown

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What We Think

• Search campaigns are going to start to be visible
  across all devices allowing advertisers the
  opportunity to capture higher share of voice.
  Search campaigns in the future will be conducted
  on desktops, laptops, mobile/smartphone devices,
  and tablets.
• This is going to forever change the workload for
  advertisers and their agencies, especially in
  transferring current AdWords campaigns to the new
  structure. However, Google will attempt to assist
  by providing tools and additional support.
• We expect the change to drive up the mobile CPCs,
  which are traditionally lower than desktop CPCs
  in some verticals. We also expect mobile ads
  auctions activity to increase as more
  advertisers enter the auction.

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What We Think

• The removal of the ability to specifically target
  and report on tablet devices, we feel, will
  adversely affect the ROI performance of campaigns
  that currently focus on this device.
• Another change for advertisers will be the fact
  they will not be able to exclude desktops when
  targeting and running a mobile only campaign.
  This could adversely affect advertisers that only
  target mobile searchers e.g. ring-tone providers.
• Google are bringing out new tracking features,
  especially cross-device and offline conversion
  tracking, that will benefit advertisers and
  improve ROI / attribution in the future.
• With this new change we believe that Google is
  going to be generating incremental revenue with
  this shift. Yes, the change will cause mobile
  revenues to skyrocket, but most likely it is
  going to have a negative affect on desktop
  spending. Google expects that in the near future,
  profits wont be recognized with this move, but
  for a long term strategy, it will lead to a
  significant mobile search advertising adoption by
  major brands.

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Our Advice

• The first thing you should know is that you
  shouldnt rush into changes
• Google has provided a long lead time for the
  Enhanced Campaigns project, so that everyone can
  get on board.
• The appropriate parties (Google, Analytics,
  Clients, Bid Management Tools, etc.) will need to
  discuss the changes early on in the process.
• The earlier all the parties get together and
  discuss the new approach and approve the changes
  to search, the more time advertisers have to
  prepare.

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Our Advice

• In the mean time you should start testing.
• To limit the impact you should start by getting
  a better understanding of the data for all the
  different devices
• Then come up with a test plan for deployment on a
  few campaigns, and execute.
• After analysing the data from the test and
  learning from it, you can continue testing and
  learning from each test.
• Start testing the data against mixtures of your
  clients goals at the same time.
• If you had previously opted out of a mobile
  campaign you should now get together with a
  mobile team. This is so that you can get a
  better understanding of the mobile search
  mind-set, and how it differs from desktop
  searches.
• The Google changes will not be limited to the
  search engine. Bid management tools, attribution
  models, and many others, will also need to be
  adjusted to take into account the new format.
• You should get together with all of your effected
  partners, and get their thoughts on the best way
  to modify your current approach.

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How Can Digital Jungle Help You

• Digital Jungle has been working closely with
  Google ever since they released information about
  the new changes to enhanced campaigns. We have
  been doing this so that we can be in the best
  position possible for when Google releases the
  changes. This means we will be able to provide
  our clients with a seamless transfer of Adwords
  campaigns.
• Digital Jungle can offer you
• We have extensive experience with developing and
  enhancing Adwords Campaigns
• We concentrate on developing long term strategies
  that are suited our clients goals
• We always provide helpful and informative
  feedback to our clients so that they know exactly
  what is happened with their campaigns
• We are always testing and developing are
  strategies with the latest features so that they
  are optimized for our clients

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