2. Enhanced Campaigns Overview
1. Introducing Enhanced Campaigns
2. API Support for Enhanced Campaigns
3. Working with Enhanced Campaigns
4. Updated Reporting
5. Ad Extension Feed Services
6. Upgrading Existing Systems
Google Confidential and Proprietary
3. Introducing Enhanced Campaigns
● Powerful tools for the multi-device world
○ Ability to modify bidding behavior dependent on device type within a single
campaign
■ e.g. bid 20% higher on high-end mobile than desktop for campaigns that drive
people to a physical store
● Smarter ads for varying user contexts
○ Ability to show the right creative based on user context and device capabilities
■ e.g. show mobile-preferred headlines and ad text when a user is on a high-end
mobile device
Google Confidential and Proprietary
4. API Support for Enhanced Campaigns
● Creating & upgrading to enhanced campaigns
● Bidding with bid adjustments
● Mobile preferred ads
● Ad extension feed services
Google Confidential and Proprietary
5. Creating & Upgrading Campaigns
● Set via CampaignService
○ Campaign.enhanced = false cannot be set
● All new campaigns created with v201302 are enhanced
● Once upgraded, enhanced campaigns cannot be reverted
● Enhanced campaign ads serve on all platforms
○ Can no longer add platforms and carriers with
CampaignCriterionService
○ If targeting Google Display Network (GDN) only, then you will be
able to add platforms and carriers.
Google Confidential and Proprietary
6. Bidding with Bid Adjustments
The What
● Multiply device, location, time bid adjustments to get final bid value
● Desktop and tablet bidding strategies are now aligned as base bid
The How
● Set suitably configured Criterion (Platform, Location, AdSchedule)
objections to Campaign, with an associated bidModifier value
Google Confidential and Proprietary
7. Setting Time Bid Adjustments
● Set via AdSchedules using CampaignCriterionService
● Time intervals are in client account's timezone
● AdSchedule bid modifiers available since v201206
● AdSchedules can't have more than 6 intervals in a day
Google Confidential and Proprietary
8. Setting Mobile Bid Adjustments
-20%
● Set via CampaignCriterionService
● Bid modifier can only be set on enhanced campaigns
○ CriterionError.CANNOT_BID_MODIFY_CRITERION_TYPE if
you try for legacy campaigns
● Recommended value provided in Forward Compatibility Map with key
Campaign.suggestedMobileBidAdjustment
Google Confidential and Proprietary
9. Forward Compatibility Maps
● Map of key-value string pairs
● Field forwardCompatibilityMap on Campaign and AdGroupAd
objects
● Enhanced campaign support for all versions of the API
Key Entity Type: Values
Campaign.suggestedMobileBidAdjustment Campaign Decimal: [-1.0,3.0]
(v201209, v201302)
Campaign.enhanced (v201209) Campaign Boolean:
[true,false]
Ad.devicePreference (v201209) AdGroupAd Id: [30001]
Google Confidential and Proprietary
10. Understanding bidModifier Values for Mobile Devices
SOAP AdWords UI
CampaignCriterion.bidModifier = 1.2
Google Confidential and Proprietary
11. Setting Location Bid Adjustments
● Changing location bid adjustment not yet supported in the API
● Geo targeting still set using CampaignCriterion Locations via
CampaignCriterionService
○ All location targets added with API have +0% as default bid
adjustment (bidModifier == 1.0)
Google Confidential and Proprietary
12. Marking Mobile Preferred Ads
● Set via AdGroupAdService
● Cannot change devicePreference for existing ads
■ Create new copy of existing ad with field set
● High-end mobile ID 30001 can be set on:
○ TextAd
○ ImageAd
○ DynamicSearchAd
○ TemplateAd
○ RichMediaAd
○ ThirdPartyRedirectAd
Google Confidential and Proprietary
13. Updated Reporting
● CAMPAIGN_PERFORMANCE_REPORT
○ boolean Enhanced
● AD_PERFORMANCE_REPORT
○ long DevicePreference
● CLICK_PERFORMANCE_REPORT
○ DeviceType Device
NOTE: Provide current values at time of report, like all other attribute
columns.
Google Confidential and Proprietary
14. Ad Extension Feed Services
● New services map tabular data to ad extensions
○ CampaignFeedService
○ AdGroupFeedService Beta
● CampaignFeedService only available for enhanced campaigns
Campaign
1
Campaign
2
Google Confidential and Proprietary
15. Upgrading Existing Systems
1. Upgrade Platform
a. Support enhanced campaign creation
i. v201302 will only create enhanced campaigns
b. Refactor device targeting
i. ADD & REMOVE operations no longer
supported on Platform criteria
c. Support bid modifiers, mobile-preferred ads
i. Modify mobile bidModifier with SET operation
2. Upgrade Legacy Campaigns
a. Simple Upgrade
b. Merge Upgrade
Google Confidential and Proprietary
16. Simple Upgrade
Hybrid desktop-mobile or desktop only campaigns
1. Enable campaigns as enhanced campaigns
Campaign.enhanced = true
2. Set the mobile bid adjustments to -100% to +300% (if needed)
CampaignCriterion.bidModifier = BID_MODIFIER
3. Create new mobile-preferred ad text and headlines (if needed)
Ad.devicePreference = 30001
Mobile only campaigns
1. Enable campaigns as enhanced campaigns
2. Set the default desktop/tablet bid
3. Set the mobile bid adjustment between -100% to +300%
4. Create new mobile-preferred ad text and headlines
Google Confidential and Proprietary
17. Merge Upgrade
Merging campaigns (mobile with desktop)
● Campaigns with similar purposes, but split mobile vs. desktop, should be merged.
General Upgrade Flow
1. Choose primary campaign (most recent KWs, largest KW set, longest history, most
statistics)
2. Merge campaign settings (Status, Location, Language, Networks, Ad Schedule, Bid Type,
Delivery Method, Ad rotation, Campaign Start and End Date)
3. Set primary campaign to enhanced
4. Merge ad groups, keywords, ads, extensions, and conversion tracking
5. Merge budgets
a. Non-shared budgets can be added together
b. Shared budgets may need to consider the relevant shared portion
6. Set mobile bid adjustment for the primary campaign
7. Delete the secondary campaign
a. Can be undeleted if necessary
Google Confidential and Proprietary
18. Enhanced Campaigns Upgrade Timeline
Feb 6 - Enhanced March 4 - v201302 March 25 - v201206 July 1 - v201209 Enhanced
Campaigns Release Release Sunset Sunset Campaigns
Only
v201206 v201206 [deprecated] v201206 [sunset]
[deprecated]
v201209 v201209 [deprecated] v201209 [deprecated] v201209 [sunset]
Partial Enhanced EC support with EC support with EC support with EC support with
Campaign Support Forward Forward Compatibility Forward Compatibility Forward Compatibility
Compatibility Maps Maps Maps Maps
Native Enhanced v201302 v201302 v201302 v201302
Campaign Support
Google Confidential and Proprietary
19. Online Resources
Enhanced Campaigns Upgrade Guide
http://www.google.com/adwords/enhancedcampaigns/resources/pdf/upgrade-guide-en.pdf
Enhanced Campaigns API Guide
https://developers.google.com/adwords/api/docs/guides/enhanced-campaigns
Ad Scheduling API Guide
https://developers.google.com/adwords/api/docs/guides/ad_scheduling
Forward Compatibility Maps Guide
https://developers.google.com/adwords/api/docs/guides/forward-compatibility-maps
Feed Services Guide
https://developers.google.com/adwords/api/docs/guides/feed-services
Google Confidential and Proprietary
