by Dorota Umeno on February 19, 2013
On 02/09/2013 Google announced what amounts to a paradigm shift in how AdWords campaigns will be managed from now on with the introduction of a new set of tools it dubbed “Enhanced Campaigns”. That day we posted an initial high level overview of the AdWords Enhanced Campaigns features. We shared that enhanced campaigns would enable advertisers to manage their ads on multiple technology platforms, view multiple types of conversions in the same interface, among many other new features.
Well, that’s all fine and dandy, but as advertisers we need to understand what those changes will mean for us at the more granular level. How do the individual enhancements translate to the levers and controls that will now be available at the account, campaign, and ad group and keyword level? What new controls will we have, what controls will we lose, and how will that impact the accounts we manage? How will they impact our ROI?
Now that enhanced campaigns have launched and are being rolled out, they are the default campaign type in AdWords. Until about mid-June, at which point all accounts will automatically transitioned to the new format, advertisers will still be able to create legacy campaigns, but Google discourages it and suggests that all new campaigns be set up as enhanced. Therefore understanding what those “enhancements” are and how they are likely to impact how you manage your AdWords account is critical.
We thought we would start with a quick inventory of the “enhanced” features in AdWords and account for what is not changing. We will then follow this initial high level list with a series of “deep dive” posts assessing each of the key features listed here, explaining their pros, cons and likely impact. We will also share our ideas for how advertisers can take advantage of the new feature.
The following are some of the top AdWords enhancements that will become standard for all advertisers.
These AdWords features will remain the same through the transition.
The first enhancement we address in our series is the impact of the mobile advertising push. It’s the overarching characteristic of AdWords Enhanced Campaigns and will have the most immediate, macro level impact on how campaigns will be managed and what it means for advertisers.