Key Takeaways from Google Engage Enhanced Campaigns Bootcamp

On July 2, I attended the Google Engage Bootcamp on Enhanced Campaigns, presented by Google training provider, Loves Data. In this post I cover what I consider to be the key takeaways from the presentation.

The Role of Mobile

multiple path purchase

90% of users use multiple devices to sequentially accomplish task over time.
Consumers take a multi-device path to purchase, with 65% starting on a smart-phone, 61% continuing on PC/Laptop

If you’re not already, you might now consider testing mobile campaigns, despite the fact they don’t convert as high, they may in-fact contribute to an increase in conversions on desktops.

New Location / Device Bidding

Before enhanced campaigns, we could have separate bids at the keyword level for location keywords, have separate location targeting campaigns, and mobile specific campaigns.

Example, based on how well each converts, you might have set separate bids, and/or have separate campaigns for:

Dentist Perth
Dentist East Perth
Dentist (radius location targeting)
Dentist East Perth (mobile campaign)
Dentist (mobile campaign, location targeting)

Enhanced campaigns enable us to set a default bid on Dentist East Perth, and add bid adjustments, for example:

Dentist Perth $4.00
East Perth bid adjustment +25%
Mobile bid adjustment +10%
West Perth bid adjustment -20% (may be less likely to convert looking for a more local dentist)

As well as add bid adjustments for time of day, such as during business open hours:
9am – 5pm bid adjustment +10%

Or perhaps after hours for emergency dental:
6pm-10pm bid adjustment: +20%

All bid adjustments stack, so if a user is on a mobile device (+10%), searching for a Dentist in East Perth (25+), the two adjustments would stack to a total bid of $4.00 + 35% = $5.40

Google’s example is similar, using a Sydney plumbing business:

enhanced campaigns bid adjustments

Enhanced Campaigns for Display

Bid adjustments work similarly for display campaigns, allowing you to make adjustments based on time, location, device, but with the added ability to adjust bids based on demographics (age, gender) interests and specific ad placements (websites.)

For example, you might increase bids based on internal marketing research that shows a specific age range, and/or gender converts highest.
You might increase or decrease bids based on time of day, or device, based on your Adwords conversion data.
You can even adjust bids based on interests.

enhanced campaigns display

There are a lot of possibilities in bidding strategy with this options, especially to advertisers spending big on the display network who have a lot of data to make insightful adjustments.

Scheduling Sitelink Extensions

A great new features that let’s you schedule sitelinks at the campaign or ad group level. You can also specify mobile preferred sitelinks.

Continuing with the dentist example, during business hours you might include a, ‘Make an Appointment Now’ sitelink, while after hours you might include a, ‘After Hours Emergency Service’ sitelink.

You can also schedule call extensions, to show a different after-hours phone number, for example.

New Valuetrack Parameters

{ifmobile:} and {ifnotmobile:}

You can now use {ifmobile:}{ifnotmobile:} parameters within ad destination URLs to direct users on mobile devices to one landing page, and users on PCs to another.

Examples:
http:// {ifmobile:m.}{ifnotmobile:www.}example.com
or
http:// {ifmobile:m.example.com}{ifnotmobile:www.example.com}
or
http:// www. example.com/{ifmobile:mobilelandingpage}{ifnotmobile:defaultlandingpage}

This is pretty awesome and could potentially save time on creating additional mobile preferred ads.

{Device}

valuetrack parameters

Using {device} in ad destination URL, Adwords will add the following values:
m for mobile
t for tablet
c for computer

Example:
http:// www. example.com/?device={device}

This facilitates the implementation on the target website to detect and serve different content to each device.

In Closing

Of course, there was a lot of information presented that I won’t get into here, including the numerous methods of migrating to Enhanced Campaigns, improvements in ad extension reporting, and more.

I believe it was half a day well spent, and I hope Google / Loves Data bring more courses over to Perth, like Adwords 301, right!

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