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8/10/2019 [edit]Google AdWords Enhanced Campaign Tips.doc
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Google AdWords Enhanced Campaign Tips
Enhanced Campaign is becoming more efcient, enabling better incomes,
incomes previously lost by an inability to target users at the device level. But
now Enhanced Campaigns eatures have been in beta test since !ebruary though
learning how to ma"imise these eatures could be challenging. And how do youma#e an income rom Enhanced Campaigns$
%ere&s a description o the e"citing new eatures currently in beta. 'ow all you
need to wor# out is how to ma"imise your incomes then deliver them to your
users.
(. )obile *ptimi+ed Ads
This, the most powerul eature o Enhanced Campaigns, enables you to target
campaigns at the device level. sing copy written or a mobile device rather than
writing a generic copy is increasing mobile CT-s clic# through rates/ and incomegenerating transactions which less orward thin#ing advertisers have missed.
Tip0 1eveloping a mobile optimised site or responsive design is the optimum way
o attracting customers and providing a user2riendly e"perience. Whether or not
your site is responsive, you should never opt2out o mobile search because you
could be losing a signi3cant amount o revenue. 4t5s all about ocusing your
campaign strategy on user intent, in this case by creating a mobile optimised
website, enabling you to capture the demand whilst maintaining brand standards
and values.
6. 7eyword28evel )obile Bid Control
*ne o the aims o any company is to be easily accessible, when #eywords are
typed into a search engine you want your website to be the 3rst to be ound9
more visibility means more clic#s which e:uals more customers. 7eyword28evel is
di;erent on di;erent platorms and the price or control also varies, it5s tough
competition but complete control over any single device can be valuable.
Tip0 Choose #eywords careully by researching into the words your audience
search most, weighing this against the competition and what they would also be
willing to pay or the same #eyword control.
e"ibility and control o these
lin#s. This will give you more details about every lin# and should draw site
visitors, your potential customers, urther into your site.
Tip0 ?ou can load in up to @ site2lin#s, but generally only show. Enhanced =ite2
lin# clic# through rates were noticeably higher than the traditional 62< line ads
which was also mentioned on the AdWords blog/.
. Geo2Bidding
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Geo2Bidding enables you to identiy where your customers lin# rom
geographically, allowing data analysis regionally, so by identiying where your
customer is you can ascertain which regions are generating the most income.
This allows you to create campaigns ocused on regions and or retailers with
high street locations to create personalised messages to those customers in the
mar#eting database near an outlet through a promotion straight rom your
landing page. This optimises the e;ectiveness and economy o your o
promotions.
Tip0 Get a heat2map and analysis showing =* share o voice/, average position,
and CC cartesian perceptual compression/ throughout the area you5re targeting
rom your Google representative so you can begin plotting the best way to use
the new geo2bidding eatures.
D. *pt2*utF
These new eatures can ma"imise your mar#eting spend but you need to changethe way you run your campaign, do not settle or your old ways in an ever2
changing business.
Tip0 ?ou need to monitor your campaign trafc by device and adust bids down as
needed, creating a #eyword 41 mapping sheet between des#top #eywords and
mobile #eywords to tailor the campaigns accordingly.
4t&s good business sense to incorporate Enhanced Campaigns using these tips9
these strategies have been used by some companies already, giving them a
competitive advantage at device level, but it5s not too late to get in on the act.