Enhanced Campaigns

Enhanced Campaigns a year on: how have marketers adapted?

In early 2013 Google overhauled the way PPC worked with the announcement of Enhanced Campaigns.

The new system enabled (or forced) marketers to manage their mobile and desktop PPC bids within the same campaign.

While the stated aim was to simplify how PPC campaigns were run and reflect the way consumers shift between devices, some marketers felt that it was a ploy to drive up Google’s mobile ad revenues.

In May 2013 I asked several PPC experts for their initial opinions, with the consensus being that Enhanced Campaigns had made their jobs easier by streamlining the bid process. 

Five key insights from our Search Engine Marketing Benchmark Report

Search marketing budgets are set to rise, with companies increasing spend on PPC and SEO in 2014. 

58% of companies plan to increase their paid search budgets this year, up from 55% in 2013, while 55% will spend more on SEO, up from 51% a year ago.

These findings come from the UK Search Engine Marketing Benchmark Report 2014, produced in association with Latitude.

Here are a few of the key findings from the report… 

Mobile accounted for 28% of US PPC impressions in Q1 2014: report

It’s no great secret that mobile search is becoming increasingly popular and that it will soon become more common than desktop search.

However new data from The Search Agency suggests that there’s some way to go before mobile devices challenge desktop’s dominance of paid search.

Its new Q1 2014 report shows that smartphones accounted for 16.9% of ad impressions, compared to 11.1% on tablet and 72% on desktop.

While proportionately these are large year-on-year increases of 35% on smartphone and 21% on tablet, it should be noted that desktop ads still account for 72% of search impressions.

Take part in our 2014 Search Engine Marketing Benchmark survey

Econsultancy and Latitude have launched the 2014 UK Search Engine Marketing Benchmark survey, which aims to benchmark trends, spending and return on investment.

This year is the eighth consecutive year in which the survey is being run. The 2013 report was based on the responses of over 750 companies and agencies, making it the most authoritative report on the UK SEM marketplace.

Respondents taking part in the survey will receive a free, advance copy of the final research report in May, normally worth £450 ($695).

What do search marketers think of Enhanced Campaigns?

Back in February Google announced that it was overhauling the way AdWords worked with the rollout of Enhanced Campaigns.

It’s a catchy name that makes the new system sound like an upgrade on the old model, however there was some disquiet among paid search marketers as Google has essentially removed the ability to run PPC campaigns targeting specific devices.

After an initial grace period Google finally forced everyone to begin using the new system in July, and you can find out more about the switchover in our Enhanced Campaigns migration checklist.

To get further insight about the perceived impact of Enhanced Campaigns, we asked more than 500 search marketers for their opinion of the switchover as part of the new Econsultancy/NetBooster UK Search Engine Benchmark Report 2013.

Google enhanced campaigns: a migration checklist

Google’s automatic migration to enhanced campaigns is swiftly approaching on July 22, 2013. Any existing PPC campaigns will be automatically moved over to the new format. 

If you don’t implement a planned migration there’s a risk you could be wasting budget and not getting the most out of your search advertising.

For those advertisers who remain unsure: the essence of enhanced campaigns is that instead of advertisers having to duplicate their effort by managing multiple campaigns in order to target individual devices (desktops, tablets and smartphones), Google has introduced a streamlined format to manage multi device targeting within a single campaign.

Google’s Enhanced Campaigns: what we’ve learned from migration

With less than a month to go before the Enhanced Campaigns (EC) migration deadline, we’re starting to hear more and more about the impact of the biggest change to AdWords in years.

Both Adobe and iProspect have reported in the last few weeks that they’ve seen CPC (Cost per Click) increases of 6% and 9% respectively and yet a lot of companies still seem to be in the dark on the impact this will have on their bottom line and whether they can do anything to soften the blow.

Here at Confused.com, we have a number of PPC (Pay-Per-Click) accounts split between being managed in-house and via agencies and bid management tools.

We haven’t migrated everything yet, but here are some things we’ve learnt across the way…. 

AdWords Image Extensions: what’s the big deal?

Google acknowledged today that its new ad format, AdWords Image Extensions, is now available in a wider beta.

There’s not been that many pick-ups on this new ad format just yet but am sure with the wider beta adoption more will come. Now, what’s the big deal you may ask? Using imagery to support the sales and marketing process is as old as time itself.

Ground-breaking? No. But it has potential to improve qualitative metrics.

Is Google right to group desktop and tablet together in Enhanced Campaigns?

A few months ago Google announced a huge change to the way that marketers managed paid search with the launch of Enhanced Campaigns.

One of the biggest changes this involved was the move to group tablet and desktop bids together, so marketers are forced to make one bid for both devices. 

In the past we’ve highlighted numerous studies which show that businesses shouldn’t lump tablets and smartphones under one ‘mobile’ umbrella, but now Google has decided to do the opposite by claiming that tablets are essentially the same as desktops.

We recently canvassed opinion among PPC experts about Enhanced Campaigns with the general view being that despite Google’s claim that it’s trying to simplify the way AdWords works, it’s actually a ploy to force marketers to increase their mobile spend.

What are the pros and cons of Enhanced Campaigns so far?

It has been a few months since Google introduced its Enhanced Campaigns, which gave marketers a new way of managing their paid search campaigns.

The focus of the change is to enable advertisers to target people at the right time, in the right place, with the right advert and call-to-action. Effectively, the structuring of Adwords campaigns is becoming device independent, removing the ability to have specific mobile, tablet or desktop targeted campaigns.

Up to now PPC managers have had the choice of whether or not they want to switch over to the new system, although the change will become compulsory in a few months.

To find out how the Enhanced Campaigns are impacting the process of managing paid search, I asked four PPC experts to give us some insight into what they’d noticed so far…

Five important PPC trends

The PPC (pay per click) landscape is continually changing as Google introduces new features, and advertisers become more savvy with regards to the customer information that they’re tracking, and more accomplished at processing and extracting insights from that wealth of data.

Here are five key areas that I am predicting will have an increasing amount of impact on our PPC activities in the year ahead.