Some exciting things have been happening in the pay per click arena this last month! Google introduced Google AdWords Enhanced Campaigns which is the largest and most comprehensive change to its AdWords platform in over five years.
With Google expecting mobile search to eclipse desktop search this year, Google is helping advertisers to leverage this new advertising space for their businesses.
Enhanced Campaigns bring many new features that allow a business the ability to target decision making moments and to leverage new proximity targeting. In this newsletter we'll give you a quick overview of some of the best new features in AdWords Enhanced Campaigns that we are using for our clients.
It all started out with a small announcement to the professional community and then the blowback hit. Account managers were screaming "you are taking away features we like". Then AdWords rolled out a massive outreach and training program and the tide has turned with many AdWords account management professionals such as myself opting to embrace AdWords Enhanced Campaigns early.
I have attended two hour long seminars each week for the last four weeks, with more planned for the coming month, on how to get the most for clients using Google AdWords Enhanced Campaigns. Each seminar has been a "deep dive" into a special area or topic hosted by Google Executives. After several of these seminars, careful testing, we are rolling out Enhanced Campaigns to all our client accounts this month. Many of you are already in Enhanced Campaigns as of the date you'll receive this newsletter.
Here's the executive version of what's new and why we like Enhanced Campaigns for our clients.
1. Phone calls will no longer be billed at $1 or more each. For desktops and tablets phone calls are totally free, for smartphone click to calls you'll now pay your cost per click. For many advertisers this is a huge financial advantage.
2. Phone calls can now be recorded in the AdWords control panel in the conversion column. The account manager can set up the number of seconds for a call to determine when a conversion is recorded. We typically will use 60 seconds as our default setting.
3. We can now craft specially designed smartphone text ads, select which sitelinks to show on mobile devices, and can bid up or down at the campaign level on smartphone clicks.
4. Targeting is more refined and now based on proximity location. This is a very important improvement for local serving businesses and particularly for retail stores and eateries. The account manager can now bid up by the user's location to the business and even schedule time sensitive discounts and messages; catering to actionable moments. With proximity and context now being a driving factor in regards to ad serving.
6. Offline promotions can now be tied in to AdWords. Using Special Offers shown to smartphone users, a business can now track foot traffic promotions driven by AdWords mobile activity.
7. Enhanced call tracking and call forwarding is also available with the ability to schedule days and times your phone number should show to mirror your call center or store front hours for better results.
There are so many new advanced improvements in Enhanced Campaigns that we are excited to enable the improvements for our clients. Coming in the months ahead, AdWords tells us that cross device targeting and tracking will push the technology envelop even further. It's an exciting time to be advertising on Google AdWords!
If you're not using AdWords yet, now's the time to consider getting started. I invite you to review our program for AdWords and would be glad to chat with you about your unique business needs and how we may be able to help you.