Recently Google introduced Enhanced Campaigns which are significantly different to the way AdWords campaigns used to work. Most of the changes are helpful, although there are one or two things to look out for (especially if you haven’t taken much notice since your campaigns were automatically upgraded).
Before enhanced campaigns if you wanted to set up specific targeting (e.g. Ad scheduling, geo-targeting, device targeting, bidding strategy) you’d have to set up a separate campaign for each of your strategies. These can now be done using bid modifiers.
Bid modifiers allow you to set up just one campaign and set different bids based on location (e.g. Australia, NZ), time (e.g. higher bids on weeknights) and device (e.g. lower or bids on mobile devices).
You can also set up what’s known as stacked bid modifiers (which you may end up doing by mistake meaning you could spend a lot higher or lower on bids than you intended to)! Let’s say you bid $2 per click on a keyword, you can set an 100% modifier for Auckland bids (taking it to $4 per click) and a separate -75% modifier for mobile devices. This means your Auckland bid for mobile devices would be $1, whereas in other locations it’ll be $0.25 for mobile devices.
The same rules apply as original sitelinks – they won’t appear unless you’re in the #1 position, and even then it’s up to Google’s algorithm whether they show the sitelinks or not.
- Sitelinks can be set up at either the Campaign or Ad Group level
- You can have up to 20 sitelinks per ad group (overkill, suggest 4-6!)
- Main link text shortened is 25 characters (used to be 35)
- Additional 2 lines below the main link text (35 characters per line) – Google may, or may not show these extra lines
- Can schedule to show for specific times of the day
- Can be PC-specific or mobile-specific
My advice is to only set up site links if you know you’ll consistently be at #1 for that campaign/ad group (e.g. branded searches or your most successful non-branded ad groups). It’s not worth going to the effort of writing up to 6 new ads for all your campaigns and ad groups.
Enhanced Call Extensions
Call extensions are a great way to capitalise on mobile search if you don’t have a mobile optimised website and you have the available staff to take the calls. The calls are tracked by Google and will redirect to your company’s phone number. If the number shows on a desktop ad it is free (you only pay for clicks), however on mobile searches clicking the number is counted as a click. Another useful feature is you can schedule when the call extensions will occur (to avoid paying for calls when no one is there to answer the phone).
Google now supports offers being displayed in ads (e.g. 20% off purchases until 31 Oct). This currently only works for physical storefronts (as you take the voucher in with you), online offers are not supported.
The new enhanced campaigns now support app download links without requiring you to set up redirects at your end. Of course this feature only applies to those distributing apps via iTunes and Google Play
What changes should you make?
Before these enhancements, a lot of these new features as far as campaign/ad group structure go, could be achieved with separate campaigns. If so, there’s no reason to change everything right away (especially if the set up is working for you). You may find though, that a 10 campaign account could be reduced to 2-3 campaigns and have better targeting and segmentation (using stacked bid modifiers) than you had with the 10 campaign set up.