Why Change Enhanced Campaigns? There  has  been  con,nuous  and  rapid  evolu,on  within  the  mobile,  tablet  and  laptop  markets.  Google  has  been  forced  to  adapt  to  these  new  markets  so  that  adver,sers  can  take  advantage  of  the  new  pla<orms.  

Issues  that  Google  has  had  to  address:  

• Low  adop,on  rate  of  best  prac,se  mobile  campaigns  

• Difficulty  recognizing  the  difference  between  tablets  and  mobiles,  and  tablets  and  laptops  

• Low  CPC’s  for  mobile  campaigns  –  losing  half  it’s  monetary  value  

• Complicated  mul,ple  AdWord  campaigns  for  different  devices,  when  doing  target  searches  

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

Current Structure In  the  current  structure,  adver,sers  determine  when  and  where  consumers  receive  ads  

• They  are  able  to  select  the  device  and  budget  level  by  crea,ng  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  

What is Changing: Device  Targe+ng  and  Bidding  Adver,sers  target  users  on  mobiles,  tablets,  or  laptops/desktops.    They  do  this  by  seTng  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  targe,ng  users  across  all  devices  

Budge+ng  

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  targe,ng  op,ons  

 

What is Changing Device  Targe+ng  and  Bidding  •  Campaign  Level  (Bid  Adjustment)  –  the  ability  to  manage  bids  across  devices,  loca,ons,  and  ,me  of  day    They  can  either  be  a  posi,ve  or  nega,ve    

•  Stack  Mul,ply  Bids  –  For  ,me,  device,  and  loca,on,  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  targe,ng  a  certain  

device  •  Targe,ng  by  connec,on  type  (Wi-­‐Fi/3G)  and  opera,ng  system(iOS/Android)  is  no  longer  available  

•  Downloadable  mobile  campaigns  are  no  longer  available  

What is Changing

What Is New Cross-­‐Device  A5ribu+on  and  Offline  Conversion  Tracking  

New  types  of  events  that  can  be  tracked:  

• Calls    It  will  start  coun,ng  calls  as  conversions  • Digital  downloads    Will  track  app  downloads  as  conversions  

•  In-­‐store  purchases    Measure  offline  redemp,on  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  

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  repor,ng    Find  out  the  number  of  clicks  that  take  part  on  certain  parts  of  your  ad  §  You  will  be  able  to  break  down  the  sta,s,c  by  campaign,  ad  group,  and  ad  § Will  also  be  able  segment  the  data  

•  Data  reten,on    Edit  you  sitelink  extensions  without  reseTng  its  performance  sta,s,cs  

•  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,  ,me  of  day  for  your  sitelinks  to  be  shown  

What We Think

• Search  campaigns  are  going  to  start  to  be  visible  across  all  devices  allowing  adver,sers  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  adver,sers  and  their  agencies,  especially  in  transferring  current  AdWords  campaigns  to  the  new  structure.  However,  Google  will  afempt  to  assist  by  providing  tools  and  addi,onal  support.  

• We  expect  the  change  to  drive  up  the  mobile  CPCs,  which  are  tradi,onally  lower  than  desktop  CPCs  in  some  ver,cals.  We  also  expect  mobile  ads  auc,ons’  ac,vity  to  increase  as  more  adver,sers  enter  the  auc,on.  

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  adver,sers  will  be  the  fact  they  will  not  be  able  to  exclude  desktops  when  targe,ng  and  running  a  mobile  only  campaign.  This  could  adversely  affect  adver,sers  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  adver,sers  and  improve  ROI  /  afribu,on  in  the  future.  

• With  this  new  change  we  believe  that  Google  is  going  to  be  genera,ng  incremental  revenue  with  this  shig.  Yes,  the  change  will  cause  mobile  revenues  to  skyrocket,  but  most  likely  it  is  going  to  have  a  nega,ve  affect  on  desktop  spending.  Google  expects  that  in  the  near  future,  profits  won’t  be  recognized  with  this  move,  but  for  a  long  term  strategy,  it  will  lead  to  a  significant  mobile  search  adver,sing  adop,on  by  major  brands.  

Our Advice

The  first  thing  you  should  know  is  that  you  shouldn’t  rush  into  changes:  

• Google  has  provided  a  long  lead  ,me  for  the  Enhanced  Campaigns  project,  so  that  everyone  can  get  on  board.  

• The  appropriate  par,es  (Google,  Analy,cs,  Clients,  Bid  Management  Tools,  etc.)  will  need  to  discuss  the  changes  early  on  in  the  process.    

• The  earlier  all  the  par,es  get  together  and  discuss  the  new  approach  and  approve  the  changes  to  search,  the  more  ,me  adver,sers  have  to  prepare.  

Our Advice In  the  mean  ,me  you  should  start  tes,ng.    •  To  limit  the  impact    you  should  start  by  geTng  a  befer  understanding  of  the  data  for  all  the  different  devices  

  Then  come  up  with  a  test  plan  for  deployment  on  a  few  campaigns,  and  execute.  

  Ager  analysing  the  data  from  the  test  and  learning  from  it,  you  can  con,nue  tes,ng  and  learning  from  each  test.    

  Start  tes,ng  the  data  against  mixtures  of  your  clients  goals  at  the  same  ,me.  

  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    befer  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,  afribu,on  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.    

 

How Can Digital Jungle Help You Digital  Jungle  has  been  working  closely  with  Google  ever  since  they  released  informa,on  about  the  new  changes  to  enhanced  campaigns.    We  have  been  doing  this  so  that  we  can  be  in  the  best  posi,on  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  informa,ve  feedback  to  our  clients  so  that  they  know  exactly  what  is  happened  with  their  campaigns  

• We  are  always  tes,ng  and  developing  are  strategies  with  the  latest  features  so  that  they  are  op,mized  for  our  clients  

 

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