Yesterday, Google announced an exciting upgrade to its AdWords program that will allow advertisers to customize their placements, as well as offer changes to conversion tracking and other key functions.
The upgrade is called enhanced campaigns, and it’s Google’s response to recent studies suggesting that consumers spend more and more time interfacing with a screen. As Sridhar Ramaswamy commented in the blog post, “a recent study of multi-device consumers found that 90% move sequentially between several screens to accomplish a task.” The post explained that with enhanced campaigns, instead of having to patch together and compare separate advertising campaigns, advertisers will be able to look at their campaigns, reports, and extensions all in one place. The new functionality will also allow advertisers to base the ads their potential customers see on context; with bid adjustments, enhanced campaigns allow management of bids across devices, locations, time of day and more.
An important aspect of this is that enhanced campaigns will allow an advertiser to show a different ad to someone who is near the business location as opposed to someone who is searching from a PC. For example, “A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.”
The new enhanced campaigns functionality also provides for better reporting of conversion; as Ramaswamy points out, potential customers can respond to an ad in a variety of ways, based on context: downloading an app, making a phone call, etc. Enhanced campaigns allows advertisers to more easily count calls and app downloads as conversions in AdWords reports.
Google enhanced campaigns will begin rolling out to advertisers as an option over the next few weeks; Google expects to upgrade all campaigns to the functionality by mid-year. The AdWords blog also promises to explain the new features in more detail in the coming weeks.