This presentation outlines the new features included in Google's Enhanced Campaign feature. These allow the marketers to advertise on all devices in a more efficient manner with their Adwords programs.

2. 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

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

4. 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

5. 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

6. 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

7. What is Changing

8. 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

9. 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

10. 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.

11. 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.

12. 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.

13. 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.

14. 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

15. Contact Us
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