5 Things to Know About Google’s New Enhanced Campaigns

By Kimberly Honore in Media Strategy on February 15th, 2013

The recently launched Google Enhanced Campaigns is changing the tracking game in major ways. So we’ve mapped out a few of the basic features and changes, and what they mean for marketers and analysts.

Here at BKV we have a collection of data-driven mavericks that are devoted to having 100% insight into our results, which allows us to ensure we’re effectively, efficiently and properly managing our clients’ funds towards the best performing media. It also allows us to regularly uncover new opportunities to test into and grow. But, with the announcement of Google’s Enhanced Campaigns on Feb. 6, many of us found ourselves inundated with a massive amount of information about the future of search  campaigns in Google. To help calm any confusion, here’s the low-down on the basics of what this program will do and what it will change. 1. Say Goodbye To Separate Mobile, Tablet and Desktop Campaigns We have been managing our Google Mobile, Tablet, and Desktop campaigns independent of one another for several years.  The separate campaigns allowed us to easily manage budget allocations between each, decipher differences in trending, track keyword level conversions by device, and utilize different copy, keyword and lander strategies. Sometime in Q2/Early Q3, you will no longer be able to have independent campaigns by device – they will all need to live within one campaign. You’ll at least still be able to bid separately for Mobile, but Desktop and Tablet will be considered one in the same with a sole bid amount representing both devices. You can bid down on Mobile to opt out, but you won’t be able to opt out of Desktop/Tablet. Fortunately, Enhanced Campaigns allows for separate ad creative for Mobile vs. Desktop/Tablet:

Enhanced Campaigns Desktop Ad

Enhanced Campaigns Mobile Ad

2. Possible Third Party Tracking Drama It is still unclear exactly how keyword level conversions with Third Party tracking tags will be differentiated between Mobile and Desktop/Tablet in AdWords. Third Party tags are a “must” for de-duping conversions, seeing which devices generated conversions, and properly allocating funds between devices. But here’s what is clear, so far:
  • You can use Google’s ValueTrack URL appends (on your Third Party keyword redirects) to track clicks from devices, match types, networks and device model.
  • Separate 3rd Party Conversion Tags for Mobile vs. Desktop/Tablet landers/sites should allow you to see conversions broken out by device in 3rd Party reporting if you’re able to segment traffic on your site.
  • Google Conversion Tags will allow you to see conversions by device within AdWords on a keyword level.
Unfortunately, the verdict is still out on this particular aspect, but we’re keeping our eyes and ears open for the next few weeks for a more clear-cut answer from Google and 3rd Party Tracking partners. 3. Ad Group Level Sitelinks are Available, Now with Improved Reporting With Enhanced Campaigns, you’ll be able to create separate sets of Sitelinks on an Ad Group level rather than on a Campaign level; this means you can have separate Sitelinks for Mobile devices vs. Desktop/Tablet devices. And, you can now set-up scheduling for Sitelinks:

In addition, reporting will now allow you to see individual stats for each link within Google’s interface. 4. Bidding Gets a Makeover Because a click may be more or less important based on what type of device it was performed on, the time of day, the day of the week, geo location, or the physical location of the searcher, bid adjustments will be used prevalently with the new set-up in order to prioritize or deprioritize the types of clicks you’re receiving. Bid adjustments are set at the campaign level and they are applied on top of the bid you set at the individual keyword level.  For Time, Location, Day, or any ad group level targeting, bid adjustments can be set from -90% to +900%.  For Mobile device targeting, you can set the bids from -100% (to imply you do not want to target mobile) to +300%. Below is an example Google provided, highlighting a scenario where you could use bid adjustments:

If you are managing any Display campaigns in AdWords, there are a few additional bid adjustments you can make, which include Users, Gender, Interests, Age and Placements. 5. Track New Types of Conversions within AdWords Information on Enhanced Campaigns’ advances in reporting are still a little vague, but new conversion types will be available to track, such as Digital Downloads and Qualified Calls. Currently you can track calls within Google’s interface, but the new Qualified Calls will allow you to only count those that meet a certain threshold in length as a conversion (i.e. Calls > 2 Minutes). You’ll also be able to measure offline redemption of offers featured in ad extensions. In addition to the new conversion types that will be available, advances in attribution level reporting within Google’s interface are set to be unveiled as well, which should show cross device conversions. But keep in mind, this is a sampling of what will change and that there is going to be much more to be abreast of as Google’s Enhanced Campaigns roll out. What Enhanced Campaigns feature do you think will be the most helpful or most challenging? Tell us what you think in the comments below! Interested in speaking with our BKV experts? Contact us today!