I’ve been busy doing and early migration for our AdWords clients into Enhanced Campaigns. Through extensive testing on AdWords rollout last month, I found that there was no downside to migration and that there were actually some nice benefits.Here’s Why You Should Upgrade to Enhanced Campaigns Early
1. If you are getting phone calls and have a under one dollar cost per click, moving to Enhanced Campaigns will lower your expenses. Phone calls to desktops and tablets will be free and from mobile phones will only cost you a click instead of the previously default minimum $1 bid. For one of my clients whose typical cost per click was $.21 to go from $1 a call to $.21 per call based on their typical call volume was a huge dollar savings.
2. Records phone calls as conversions based on your needs. We know for a fact that AdWords drives phone call activity and this for many clients is growing in importance. With Enhanced Campaigns, the client and I can decide the number of seconds for a call to be recorded as a lead conversion. And on top of that I can now even specify when the phone number will show. I will typically set the time to be 60 seconds and set the phone number to show during their office hours only. I can schedule the time of day as well as the day of the week.
3. AdWords Enhanced Campaigns offer very granular location targeting and the ability to bid up or down by location. By drawing radius settings around the addresses (even multiple addresses) that are listed as location extensions, you can bid up for better ad placement. For example, I manage a number of AdWords programs for dentists. I will routinely map out a radius of 2 miles, 5 miles, and 10 miles and then bid up 10 to 20% up by location proximity working to get more location specific traffic for my dental office clients.
4. I can now see activity and clicks by actual site link. This information is very helpful in regards to understanding what is important for a client. I can also now add up to 20 site links instead of 10, and change them at will. Now longer are site links tied together as a group, they are individual for the account and you click to add them by either ad group or campaign. The ability to specify site links at the ad group level for some accounts is a welcome enhancement.
5. I can craft smartphone specific ads that fit correctly on a typical smartphone sized screen and choose to serve this ad specifically to smartphone users. This is a very nice feature. I typically will use click to call in the ad text.
These are just a few of the things I personally like about AdWords Enhanced Campaigns and are using for clients. If you are looking for a knowledgeable AdWords account manager for your own program and one that know Enhanced Campaigns, I invite you to visit our AdWords services page for more information and account set up and management pricing.
