Google Introduces a New Kind of Campaign for a New Connected World

The world of paid search is is about to be turned on it’s head, Google Enhanced Campaigns are set to go live on July 22nd As a search marketer what does this mean to you, and what do you need to do to get your Adwords campaigns ready for the switch?

See what Google executives have to say about the “upgrade” to Adwords:

What are Enhanced Campaigns?

smart ads in context with google adwords enhanced campaignsGoogle is calling enhanced Campaigns “Smarter Ads for varying user content”. Essentially, Enhanced Campaigns display the right ad and extension, such as sitelinks and click-to-call phone numbers, based on a person’s context and device capabilities. All of this means that you can get the right message to the right person at the right time at the moment it matters most. Basically, starting with a single campaign that reaches people across all devices, advertisers can easily increase bids by 20% for a prospective customer searching on a smartphone who’s 5 miles from the store, or decrease bids by 30% during the hours the store is closed.

What are the Benefits of Enhanced Campaigns?

In a multi-device world, there is no longer a one-size fits all solution to advertising on the web. You need to have the right message for the right device at the right place, with the right message. Enhanced campaigns give you the ability to manage bids across devices, locations, and time of day – all from a single campaign by using bid adjustments. This helps you reach your most valuable customers and connect with them anytime, anywhere and from any device. You can set multiple bid adjustments to target what’s most important to you and AdWords will then automatically determine the best ad to appear.

How Do I Keep Track of All These Channels?

advanced tracking conversions with enhanced campaignsEnhanced campaigns will increasingly be able to help measure new conversion types, such as calls and digital downloads. For instance, you can track app downloads and have AdWords count phone calls to your business lasting more than 60 seconds as a conversion. Today’s devices offer more ways for customers to interact with your business than ever. Customers can convert through a web site, purchase over the phone, download an app, redeem online offers in-store or start researching on one device and complete an action or purchase on another. Enhanced campaigns will continue to bring you advanced reporting and new features to help you better measure the return on your marketing investment across devices.

Where Do We Go From Here?

These changes are not wholly welcome from the search marketer community. The mandatory inclusion of mobile ads takes away the nuances that come from creating targeted campaigns for targeted devices. By taking away the advertisers ability to create campaigns based on their own metrics, leaves a lot to be desired. I don’t know about you, but I’m not quite ready to trust Google knowing the context of what I’m trying to do. But we’ll see I’ve been using Enhanced Campaigns since the beginning of 2013, and have see some success but the full integration with all the other advertisers in the game to see what the real effects will be to the campaigns.


Brian Tudor is the CEO and Founder of Deadshot Digital, he has been marketing websites since the Internet was a fad. During his time in the digital world, he has worked on everything from managing Geocities communities to running digital marketing for national brands. Brian's passion for the web and how it can help brands, businesses, and individuals is matched by few in the space.