Search Engine Giant Releases Enhanced Campaigns
The search engine giant, Google has recently launched Enhanced Campaigns, a new style of campaign for Adwords which helps businesses target their customers more efficiently in the growing mobile space. Here are some of the changes that will happen in the next six months and how to prepare:
As the online world is changing, so is Google in order to adapt to the many new devices on the market. Customer behaviours are changing as devices join together, and behaviours across devices are become more and more similar. The most relevant change made today is that Google has become more aware of it’s users accessing it via multiple devices. The search engine knows that the average person uses multiple devices to make a decision and is targeting based on those behaviours.
Google knows whether potential customers are at work or at home, on a tablet or mobile device. To make use of this data, they have created Enhanced Campaigns to help you target these different users and changing behaviours. People want search results that are relevant to them and their location, and even customised to the time of day. Adwords now makes it easy to target people in the exact way that you want, time you want and device you want.
When using Enhanced Campaigns, you are no longer allowed to have separate mobile campaigns. Any keyword that you want to bid on a mobile device must also be bid on a desktop. You will also no longer be able to bid separately based on different smartphones, such as the iPhone and Android devices. They are all bundled together into the mobile category.
All accounts in Adwords will switch to the new Enhanced Campaigns within the next six months. Google has said they will release tools to help you merge your old campaigns to the new campaigns in the coming months. Ensure your bid management is updated to the new system before you switch over your campaigns to the new system, and do not make the transition until you are ready.
Take your time and do not rush the transition. The tools Google will be releasing will help you understand and make the transition smoothly. It has not been perfected so do not make the move unless you know what you’re doing. The search engine giant should come out with tips and tricks in the near future to help you with your move.