Key features
Here’s an overview of some key features.
- Powerful marketing tools for the multi-device world
People want search results that are relevant for the context they are in — their device, location and the time of day. Enhanced campaigns help you better manage your campaigns and budgets for this multi-device world. With bid adjustments, you can manage bids for your ads across devices, locations, time of day and more — all from a single campaign.
Example: A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.
- Smarter ads optimized for varying user contexts
People on the go or near your store may be looking for different things than someone sitting at their desk. With enhanced campaigns, you’ll show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.
Example: A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.
- Advanced reports to measure new conversion types
Technology is enabling people to take action on your ads in new ways. Potential customers may see your ad and download your app, or they may call you. It’s been hard for marketers to easily measure and compare these interactions. To help you measure the full value of your campaigns, enhanced campaigns enables you to easily count calls and app downloads as conversions in your AdWords reports.
Example: You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.
Upgrading to enhanced campaigns
Enhanced campaigns will roll out to advertisers as an option over the next few weeks, and we plan to upgrade all campaigns in mid-2013.
Enhanced campaigns are designed to help you succeed in a multi-screen world, but we know that transitioning may involve some initial changes. Here are some resources to help you:
Over the coming weeks we’ll dive into the new features with tips and best practices on the Inside AdWords blog and on our
Google+ page. We’d love your feedback.
Posted by Sridhar Ramaswamy, Senior Vice President of Engineering
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