What You Need to Know About Google Enhanced Campaigns
It’s coming on July 22, so get informed now!
By: Maria Perret-Gentil, MBA, Senior Paid Search Analyst at Vizergy
Enhanced Campaigns Defined
Enhanced Campaigns are a new type of Google AdWords campaign that make it possible to target multiple devices in a simplified manner. They aim to "provide the best search results for users regardless of where they are and what device they're using" (Cassar, 2013). Enhanced Campaigns make it possible for us to reach the right audience and tailor the message for the right context at the right time. This new type of campaign allows us to write smarter ads that we can optimize across multiple devices.
This article highlights the main features and benefits of Enhanced Campaigns, how they improve Ad Extensions, device targeting and bid adjustments, and how they work together to provide us with the right tools to refine and implement the strategy that works best for your business.
Ad Extensions
Enhanced Campaigns give us more control over which ads our extensions show with, as well as the time of day, week or month when we want them to appear. With Enhanced Campaigns, our Ad Extensions are no longer limited to only being available at the campaign level; they can now be set at the ad group level as well. This gives us more flexibility in terms of what Ad Extensions we want to show per ad group, which in turn gives us the opportunity to better refine our strategy. Additionally, these upgraded extensions can be scheduled, which gives us the flexibility to show them at the time we feel is best to reach targeted travel shoppers. The figure below highlights the main upgraded features that we can take advantage of with the new and improved Ad Extensions.
Targeting Devices and Locations with Bid Adjustments
Enhanced Campaigns are Google's response to the ever-changing world where the line that divides tablets, desktops, and mobile devices from each other continues to shrink at a very fast pace; where all devices are now equally, or even more, important to users (Google, Inc., 2013). For this reason, Google AdWords developed a way for businesses to target different devices – desktops, tablets, and mobile devices – under one campaign. Separate budgets for mobile and tablet campaigns are a thing of the past. Instead, everything is managed under one campaign, thus eliminating unnecessary duplicates and streamlining the paid search process.
In addition, Enhanced Campaigns provide us with the ability to assign value to our potential customers in the form of bid adjustments. Bid adjustments are a percentage change in our bids that allows us to increase or decrease our bids to more or less for searches occurring on mobile devices, times, days, locations, topics, and placements. In other words, if a potential guest in your city is more valuable to you than someone in a different state, then you can tell Google that you want to bid "X" percent higher for that searcher.
What's next?
People constantly switch between devices to search for hotels and resorts. Google has developed a way for advertisers to send the same message tailored differently depending on the different contexts and devices that consumers use. The ability to grab the attention of said consumers regardless of which device they use to search gives us an incredible opportunity to send the right message at the right time. In addition, Enhanced Campaigns give us the freedom to assign value to those factors. We have more control, the ability to write better, more relevant ads, and better reporting. As part of that same ever-changing world, we expect Google to continue to bring more changes and improvements to these new Enhanced Campaigns in the near future.
Works Cited
Cassar, G. (2013, February). Google AdWords: Enhanced Campaigns Explained. Retrieved from Internet Marketing Magazine:http://internetmarketingmag.net/2013/02/
Google, Inc. (2013). Google AdWords: Upgrading to Enhanced Campaigns. Google, Inc.
Google, Inc. (2013). Setting bid adjustments. Retrieved from AdWords Help:http://support.google.com/adwords/answer/2732132?hl=en
Sabharwal, P. (2013, March). Improved Sitelinks Extensions with Enhanced Campaigns. Retrieved from AdWords Community:https://www.en.adwords-community.com
Tictoc Family. (2013, March). Five key benefits of Google AdWords Enhanced Campaigns. Retrieved April 2013, from Tictoc Family Website:www.tictocfamily.com/latest/
About Vizergy®
For more than 20 years, Vizergy has served the hospitality industry with leading marketing technologies, knowledgeable talent and exceptional service for clients worldwide. The company deploys complete travel life-cycle marketing solutions from conversion-optimized website design to award-winning digital marketing programs, reservation solutions, media planning and execution. Vizergy's platform is touted as the #1 digital marketing system – easy to use, turnkey and SMART, and continually enhanced with tools to help hotels compete and maximize revenue. At Vizergy, hospitality marketing is not only our mission, it's our sole focus.
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Kristen M. Poillon
Director of Corporate Marketing
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