AdWords Enhanced Campaigns - What's all the buzz about?

Earlier this month, Google announced a serious upgrade to AdWords called Enhanced Campaigns. According to Google,

"This is a first step to help you more simply and smartly manage your campaigns in today’s multi-device world."

Of course, in typical Google fashion, AdWords is ALWAYS evolving but this update is truly a game changer. Does this mean that we'll soon be seeing ads via Google Glass? Notice that Google said, "This is the first step."

So, what exactly are Enhanced Campaigns and should you upgrade now or later?

In our perpetually-connected world, it’s not unusual for us to go from using our laptops to our phones and then over to our tablets without even thinking about it. Think about the course of your day. How many times do you switch between your laptop, tablet or phone? Depending on what we’re doing, often we reach for the device that’s closest. I check my email in the morning from my iPad because it’s nearby.

Enhanced Campaigns make it easier for marketers to fully integrate an AdWords campaign (within one campaign) so that it reaches people whether they’re on their phones, tablets or computers.

But wait, there’s more...

Not only do Enhanced Campaigns let us reach people across all devices, they deliver the most relevant ad based on time of day, the searchers specific location and type of device.

Marketers can write ads and bid on keywords for specific devices.

For example, let’s say that I’m out and about and I search for Thai restaurants from my phone. I might see a click-to-call option. If I’m at home searching from my laptop I might see sitelinks to the menu & location pages.

The Advanced reporting options available with Enhanced Campaigns make it easier to measure interactions and leverage what works. Marketers have greater control over bidding & messaging.

As a marketer, I’m looking forward to seeing how Enhanced Campaigns evolve but I think it’s step in the right direction for most people. If you already have sophisticated mobile campaigns, it will be a lot of work to make the transition. For most people, enhanced campaigns will offer more robust reporting, better bidding options and smarter, more relevant ads.

Watch this Google video for more information about AdWords Enhanced Campaigns.

If you’re interested in upgrading to an Enhanced Campaign or if you’d like to learn more about AdWords, contact us today.