Posts Tagged ‘enhanced campaigns’

Enhanced Campaigns the Sequel? – Facebook Overhauls Campaign Structure

By November 26th, 2013

Just when the dust settled from Google’s Enhanced Campaign migrations, the online marketing industry has once again been shaken with a major change, this time from Facebook.

On Thursday, Facebook announced that they will be overhauling the campaign structure for their entire advertising program with a target launch date of February 14, 2014. Facebook will be adding an additional layer to their existing campaign/ad structure with the aim of making it easier to organize campaigns, control budgets, and measure performance.

The new campaign taxonomy will have an additional level – the “ad set” – between campaigns and ads. As part of the initial rollout, the ad set will replace the current campaign level and an additional level will be created between the account and ad set. There will be no changes to ads (the most granular Facebook campaign object) as part of the initial roll out. Effectively, the new structure will look like this:

Facebook, Marin Software

According to Facebook, the changes are meant to provide advertisers with a better way to organize their campaign efforts toward a single objective. Today, advertisers can have hundreds of campaigns in a single account, all focused on different objectives. For example, an advertiser may have 15% of their campaigns focused on acquiring more fans, 20% focused on driving mobile or desktop app engagement, and 65% focused on website acquisition toward an ROI objective. Managing thousands of campaigns across hundreds of targeted audiences with mixed objectives can be confusing and problematic for advertisers without a sophisticated management platform.

With the new campaign hierarchy, Facebook aims to provide advertisers with a way to group campaigns around a single objective, which will reside in their new “campaign” tier. Facebook is likely betting that their new campaign structure will result in improvements in management and reporting.

Another possible motive for the change is the fact that the Facebook algorithm currently does not allow advertisers to easily test multiple audiences within a single campaign. For example, if you want to know whether your advertising drives better results from male or female target audiences, you would need to set up separate campaigns each targeting a different gender. Ideally, an advertiser should be able to test performance against two audiences within the same campaign (similar to A/B testing creatives in a single ad group in Google or Bing). However, because the Facebook algorithm leverages historical audience data at the campaign level, advertisers cannot execute a fair A/B test. With the creation of ad sets, I believe Facebook is attempting to address the A/B ad testing challenges inherent to its algorithm and will encourage advertisers to use the ad sets as creative test groups.

Facebook, Marin Software

Marin sees Facebook’s announcement as a positive and is excited for the upcoming changes. With more than three years as an API partner, our platform is in a position to quickly deliver an intuitive solution for managing these changes. When Marin first joined the Facebook API partner program in 2010, our ads tool was built with the same exact “three tier” campaign Facebook structure. Our familiarity and experience with the exact same model Facebook is proposing should create exciting opportunities for our customers and help them reach their business objectives faster than ever before.

6 Best Practices for Mobile Optimized Enhanced Campaigns

By November 21st, 2013

The growth in mobile adoption and incorporation of mobile search into daily consumer activities continues to drive innovation in paid search, most noticeably with Google enhanced campaigns. Though the impact of enhanced campaigns has been mixed, capitalizing on new revenue opportunities in this multi-device world requires search marketers to remain agile and efficient—focusing their efforts on optimizing for the mobile experience. The following best practices will help advertisers engage their mobile users and acquire more revenue with enhanced campaigns:

  1. Optimize the mobile experience: Ensure that your text-based creative for high-volume groups are optimized for both desktop and mobile devices. For example, your mobile creative text might include geographic modifiers like “New York” or “San Francisco” depending on your location targets.  Mobile-specific call-to-actions such as “Call now” or “Visit a local branch” are also effective in increasing customer engagement.Most importantly, your website should also be optimized to provide specific content for smartphone versus desktop and tablet users. This can be a large project and has important implications for how you present your brand, products, and services. Leveraging responsive web design and being concise with content throughout your site is essential. Making the store locator and other popular landing pages more prominent for smartphone users can reduce bounce rate while facilitating a positive mobile experience.
  2. Establish mobile-specific key performance indicators:  Smartphone users may not interact with your website in the same way as desktop and tablet users, but their visits are still valuable.  Brand-related searches or interest in pricing, availability, or product information may be part of an in-store or near-store purchase process and should be considered intermediate conversion events. Assigning proxy values to these events is critical to understanding engagement and true keyword and device-level ROI, especially when it comes time to calculate optimal bids.
  3. Report on performance by device: Leverage the {device} ValueTrack parameter to ensure that conversions and revenue can be accurately attributed to the device the user clicked and converted from. Depending on your tracking solution and revenue integration, make sure {device} is properly accounted for or tracking issues may occur.
  4. Leverage single-keyword ad groups: By splitting out keywords with significantly different desktop versus mobile performance into separate ad groups, you can calculate group-level mobile bid adjustments that function as keyword-level mobile bid adjustments. When identifying keywords to split out, focus specifically on high volume keywords (thousands of clicks per month) that also vary significantly in desktop versus mobile performance.
  5. Automate mobile bid adjustment calculations: Deploy a bidding solution that automatically calculates optimal group-level mobile bid adjustments based on business goals and requirements. When combined with keyword level bid calculations, this enables you to maximize conversions or revenue across all devices.
  6. Deploy upgraded ad extensions: Google sitelinks provide advertisers with richer, more relevant ads that engage users and enhance brand value and targeted keywords. Leverage campaign and ad group-level sitelinks to enable users to reach deeper and more targeted content on your website. Sitelinks can also dramatically improve click-through rates and conversion rates.

With mobile adoption increasing, it’s no surprise that 70% of mobile searchers use click-to-call. To help facilitate this behavior and increase on-the-go engagement, implement call extensions across your campaigns. Creating a direct way for mobile users to quickly and easily contact your business is an effective strategy for driving customers to your brick-and-mortar locations or guiding them through the conversion funnel. As with all ad extensions, be sure to implement an appropriate call tracking solution to tie back ROI.

Last but not least, Google made a recent update to Ad Rank which now takes into account the expected impact from ad extensions and formats. In other words, ad extensions can now have a positive impact on the position of your ad on the search results page.

Capitalizing on additional revenue opportunities in a new and somewhat untested search landscape will require a comprehensive approach to enhanced campaigns. Continued investment in ad technology and efficient execution of the above best practices will ultimately drive success and win the battle for revenue in this multi-device world.

A Sneak Peek at Marin Software’s Enhanced Campaign Results

By July 30th, 2013

cpc marin software google enhanced campaignsThe migration deadline has officially passed. I believe some accounts are still being migrated over, however, as I noticed some old legacy paused campaigns that I purposely did not migrate were officially moved over this morning. I figured this would be a good time to go over some high-level data points to see what the performance was pre- and post-migration for our own Marin Software marketing account. (Note: This article does NOT include data points from any of our customers.)

We migrated over on June 12, 2013. That gives us six full weeks of data post-migration. For comparison, I took data points pre-migration for the entire year of 2013 up until the migration date just to get a large enough sample set for the period before, though it should be noted that the before and after comparisons are usually flawed because of seasonality/promotions/budgets anyway. By the nature of our business, we don’t do a ton of marketing through mobile search. I would like to preface the analysis of our data below by pointing out that the impact of enhanced campaigns on our account may not be as profound as it would be on a retailer that relies more heavily on mobile searches to drive sales or customers to their stores. After the migration, we kept our search bids even and dropped the mobile bids by 50%. Here what we’ve seen so far:

Enhanced Campaigns Change

CTR

CPC

Avg. Position

Post-Migration (% change over pre-migration data)

+12.34%

+16.60%

+0.0%

 

We’ve seen a healthy increase in our Click-thru rate but also a larger increase in our CPCs. Our average position has remained constant over this time period so there’s nothing alarming there. I didn’t include conversion and conversion rate data as we’ve made some significant changes post-click in the last couple months which makes me think that the changes on that front are more weighted due to that. It’s nice to see we’re initially getting more clicks per impression, but it is worrisome that our CPC has risen so much in the last 6 weeks.

All in all it’s still early, but our results are a mixed bag. I’ll continue to monitor them over the next several weeks and start working on some changes to our bidding strategy by segment to find the optimal sweet spot in the new Enhanced campaign world. Let us know if you have any stories to share.

How to Embrace Mobile Search Advertising (even if you don’t have a mobile website)!

By July 18th, 2013

marin software mobile ads

Unless you’ve been living on another planet for the last 6 months, you’re no doubt familiar with what is arguably the biggest change in search advertising since the launch of AdWords – Google’s Enhanced Campaigns. The invention and launch of Enhanced Campaigns from the search engine giant has made it easier for advertisers to scale their campaigns to take advantage of the, now significantly sized, mobile audience.

In the US, mobile devices (smartphones and tablets) now account for 25% of overall clicks from search [1].  More than 50% of the UK population now owns a smartphone and some sites receive more than 30% of traffic from mobile devices, so the importance of mobile commerce cannot be ignored [2].

We’re often asked by advertisers of all different sizes, from different verticals, how to make the most of the opportunity. Today’s blog post outlines four ways for advertisers to embrace mobile search and ensure that you do not miss out on engaging with the growing mobile search audience.

 

Mobile e-commerce (Mobile Site Links)

Web users all around the world are using smartphones and tablet devices throughout the purchase cycle. Retailer and service providers are benefiting from increasing levels of user-confidence in mobile devices; a study by eMarketer showed that 61% of respondents had purchased a product online using a PC, with smartphone and tablet users less than 10% behind, at 52%. During the research phase, the results are even closer, with 50% of worldwide internet users reporting using a PC to review a brand or product online, the same percentage report using a smartphone and 52% have used a tablet [3].

Retailers and service providers are ahead of the pack with the majority now offering a fully-functional mobile website. The next step is to make it easy for potential customers to find your website: ensure maximum keyword coverage through correct migration to enhanced campaigns and calculate mobile bid adjustments to reflect any differences in performance you see across different devices (for more information, please read our white paper, “The Search Marketers’ Guide to Enhanced Campaigns”).

 

Click to call ads

For brands whose products or services are often bought over the phone rather than online or for those who do not yet have a mobile ready website, click to call ads are a great solution. These ads work in much the same way as traditional mobile search ads; the fundamental difference is that instead of clicking through to a website, the click on the ad triggers a call. The resulting sales and revenue from these calls can be tracked and attributed back to the keyword search so that bids are optimised correctly.

 

App download ads

New research from eBay shows that mobile apps involving retail products or services had a 42% success rate for reaching launch stage, with just shy of 73,000 retail apps made available in app stores last year. Both online retailers and traditional bricks and mortar stores have embraced the world where there is always “an app for that” by creating user-friendly apps that provide mobile users with an alternative to visiting the full mobile website. Small screen size inhibits use of mobile websites on smartphones as it is simply too fiddly to input strings of information and smartphone users are often in public places where they may not feel comfortable typing out payment information. Apps are particularly attractive to users on smartphone devices as they facilitate the storage of personal information, such as credit card details, so that they do not have to be manually entered on a small screen in a public space.

 

Joining online and offline

One of the emerging tactics used by high street retailers is to offer vouchers that are redeemed by simply showing a code on your smartphone at the point of sale. This is a highly innovative, trackable use of mobile which should not be missed out on. Geo-target mobile ads to the areas close to stores or restaurants, promote the voucher in the ad copy to foster click-through and make the voucher accessible within one or two clicks of the landing page. When users redeem the voucher in store, you have a reliable way of quantifying the footfall driven through mobile advertising. This strategy can be taken further by using a technology such as Revtrax who can pass keyword information via the voucher code so that in store redemptions can be attributed to individual keyword clicks for powerful optimisation.

 

References

  1. Marin Software Q1 2013 Global Advertising Benchmark Report
  2. Econsultancy Mobile Commerce Compendium June 2013
  3. eMarketer How Mobile Is Shaping Global Digital Behavior

The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns: Best Practices, Part 1

By July 8th, 2013

how to geek mobile ads cartoon

With the July 22, 2013 migration deadline just around the corner, every search marketer is paying close attention to Google enhanced campaigns. We have yet to realize the full impact they will make, but one thing is clear – it is best to migrate early and armed with a plan.

 

To help create your plan of attack, download our white paper, “The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns,” and read on for a selection of 11 best practices from our team of experts here at Marin Software.

 

Best Practice #1 – Maintain Historical Quality Scores

Quality Score estimates reflect a keyword’s overall performance across devices. Therefore, migrating to enhanced campaigns does not result in a loss of historical Quality Score information as long as keyword, creative, landing page, and device combinations remain the same. However, if your device combinations change or if you decide to merge matching campaigns, your Quality Scores will update to an average of the keywords’ original campaign Quality Scores, weighted by search volume.

 

 

Best Practice #2 – Separate Location-Targeted Campaigns

At this time, advertisers are not required to merge separate, location-targeted campaigns. Advertisers that have matching campaigns targeting separate locations should continue to segment these campaigns by location target. This will enable optimal bid calculations based on performance by location, rather than relying on campaign-level location bid adjustments.

 

 

Best Practice #3 – Adjust Campaign Daily Budgets

Upon merging your matching campaigns, your enhanced campaign daily budgets will likely need to be increased due to the additional click volume from expanded device targeting. Add the daily budget of the sibling campaigns to the parent campaign, and review the budget of the parent campaign to ensure it meets your business requirements. You can make adjustments from there based on your goals and the results you’re seeing.

 

 

Best Practice #4 – Calculate Optimal Mobile Bid Adjustments

If you previously separated your campaigns by device target, you can now set a mobile bid adjustment at the campaign or group level to bid on mobile devices separately from desktop and tablet devices. Mobile bid adjustments are set as a percentage of the keyword-level (desktop and tablet) bid. See our white paper for more details on these percentages.

 

 

Best Practice #5 – Utilize Time-of-Day Bid Adjustments

When it comes to scheduling your bids, there are a couple things to remember. First, scheduling reflects the account time zone and not the user’s time zone. Second, scheduling is applied across all devices regardless of performance. Therefore, we recommend applying a bid adjustment that accounts for the average performance between devices.

 

 

Next time: Check back soon to see six more best practices or download the white paper, “The Search Marketers’ Guide for Migrating to Google Enhanced Campaigns,” to get our full guide today.

Google Rolls Out Remarketing Lists for Search Ads

By June 27th, 2013

banner-retargeting-rlsa-marinsoftware

On Tuesday, Google announced that, after spending almost a year in beta, “Remarketing Lists for Search Ads (RLSA)” will be rolling out to all enhanced campaign advertisers. RLSA will allow marketers to update and customize search keywords, bids, and ads based on a person’s previous visits to their websites.

I imagine there’s a sense of excitement among online marketers, with the ability to start utilizing RLSA soon if they have not started any campaigns previously.

Companies are spending a larger amount on display re-targeting efforts and RLSA can help supplement these campaigns and become another highly relevant, cost-effective way to win more business. The search landscape is competitive, and anytime you can get a second at-bat with a known potential customer it is a win-win opportunity. The key to success, the second time around, will have everything to do with how an online marketer strategically uses the full range of tools Google has to offer to get a customer back to their site and convert. If you lost on the potential lead/sale the first time around, banking on the status quo probably won’t work the second time around. Bid adjustments, creative messaging, and CTAs will all be important things to bear in mind based on what you know about a customer’s first visit.

If you’ve been holding off on migrating to enhanced campaigns, now may be the best time to make the move and start playing around with RLSA. Its potential to increase conversion rates and overall conversions to your website is clear. Information you have about your customers can, more often than not, be leveraged for greater success. So the question is: how do you plan on using RLSA to your best advantage?

The Search Marketer’s Guide for Migrating to Enhanced Campaigns

By May 28th, 2013

Marin-Certified-MigrationSince Google’s announcement in early February of this year, Marin Software has been rapidly developing and releasing initial support for enhanced campaigns. This includes, but is not limited to, the ability to create enhanced campaigns, set mobile bid adjustments, generate mobile preferred ads, and bulk and multi-edit enhanced campaign settings. Each of these critical features enables Marin users to efficiently manage, report on, and optimize enhanced campaigns.

However, as the July 22, 2013 migration deadline approaches, Marin understands the importance of preparing campaigns not only for the initial migration of legacy campaigns to enhanced campaigns, but also the eventual merging of separate desktop, tablet, and mobile device targeted campaigns. To help search marketers navigate through this time of change and successfully migrate to enhanced campaigns, Marin has created a comprehensive campaign migration guide.

This guide will help search marketers:

  • Understand what enhanced campaigns are.
  • Establish a plan for migrating to enhanced campaigns.
  • Review the requirements for merging campaigns.
  • Execute best practices for ensuring post-migration success.

Download the comprehensive 12 page guide for migrating to enhanced campaigns, here.

Register for the webinar on Thursday, June 6th at 10am PST, here.

Google Is Listening: Enhancing the Enhanced Campaign

By April 11th, 2013

Morpheus Enhanced Campaigns Mobile Bid AdjustmentsOn Tuesday Google announced that advertisers will soon be able to set mobile bid adjustments at the ad group level, in addition to the campaign level, for enhanced campaigns. This comes on the heels of Google’s release of two new ValueTrack parameters: {ifmobile:[value]} and {ifnotmobile:[value]}. Google also indicated July 22, 2013 as the start of the migration deadline, when AdWords will begin automatically upgrading legacy campaigns to enhanced campaigns.

These recent announcements shouldn’t come as a surprise to search marketers. Google has historically made adjustments to new AdWords features as market demands became more evident. (A recent example is last year’s update to the campaign ad rotation settings.) Sophisticated search marketers have been asking for additional enhanced campaign features to provide additional control and transparency for optimizing their paid search programs. Today, we’ll review the two recently announced enhancements to enhanced campaigns and discuss their importance to search marketers who operate in a multi-device world.

Ad Group Mobile Bid Adjustment

Before this Announcement: A mobile bid adjustment could only be set at the campaign level, which allows advertisers to boost desktop keyword bids for searches on mobile devices by -100% to 300% across the entire campaign.

The Ask from Marketers: Search marketers are used to granularity. From management to reporting to optimization, sophisticated marketers often desire to operate at the most granular levels possible, which often means making decisions down at the keyword level. The reason is that clicks, cost, conversions, and revenue data are all attributed at the keyword level; and in order to optimize bids and maximize performance, keyword-level bids needed to be calculated and applied individually.

The Updated Approach: Google will now allow advertisers to set a mobile bid adjustment at the ad group level. Once implemented, the same boost range, from -100% to 300%, can be applied to all desktop keyword bids within a given ad group for searches made on mobile devices. The campaign level mobile bid adjustment will be ignored if an ad group level bid adjustment has been set.

What It Means: The enhancement to allow group-level mobile bid adjustments provides search marketers with additional control over their enhanced campaigns and mobile performance. For advertisers that follow account best practices, where ad groups contain a small set of like or similar performing keywords, this enhancement should meet the requirements for most paid search programs. Although some search marketers may long for keyword-level mobile bid adjustments, keep in mind that the goal of enhanced campaigns is to simplify the way advertisers manage their paid search campaigns across device, location, and time of day. Group-level adjustments appear to be a reasonable and effective compromise.

{ifmobile} and {ifnotmobile} ValueTrack Parameter

Before this Announcement: Search marketers could only leverage one landing page across all devices rather than have the ability to direct users to optimized landing pages based on device. The other option was to remove keyword level destination URLs in favor of creative level URLs.

The Ask from Marketers: Screen sizes and user behavior varies significantly between desktop and mobile devices. Presenting users with a device-specific landing page is critical to improving the user experience and maximizing paid search performance. Consequently, advertisers wanted the ability to define two destination URLs at the keyword level in order to present the most relevant content and optimal experience based on the device the user is searching on.

Device Optimized Website - NY Times

The Updated Approach: The {ifmobile} and {ifnotmobile} ValueTrack parameters will enable search marketers to direct users to device-specific landing pages at the keyword level. Additionally, these new parameters enable the measurement of the effectiveness of campaigns by device for advertisers who are unable to leverage the {device} ValueTrack parameter.

What It Means: The ability to assign a device-specific landing page falls directly in line with Google’s approach to a multi-device world—helping advertisers reach consumers with the right ad experience based on device, location, and time of day. As users move across device, this enhancement will enable search marketers to remain relevant and engaging.

Google Is Listening

Clearly, Google is open to enhancing enhanced campaigns based on industry feedback. However, I wouldn’t expect any further changes to be announced ahead of the migration deadline as advertisers nail down their migration plans and establish revised best practices before heading into the holiday season. In order for enhanced campaigns to be a win-win-win solution (for Google, the consumer, and the advertiser), Google will need to continue collecting and applying market feedback, especially once all advertisers have migrated over to enhanced campaigns.

Tablet Devices and the Future of Paid Search

By March 27th, 2013

Tablet Devices Marin SoftwareOver the last three years, the rapid proliferation of tablet devices has changed the way consumers and advertisers interact across the search landscape. Consumers now rely on their tablets more than ever before to gain access to local business information, product details, reviews, coupons, and competitors. And advertisers responded with relevant ads targeted towards these tablet users.

However, the way these devices are used by consumers today has resulted in a seismic shift in thinking by Google. In an effort to simplify the management of paid search campaigns across devices, location, and time of day, Google upgraded AdWords with enhanced campaigns in early February. According to Google and their data, the line between desktops and tablets is blurring, with search behavior and engagement on the two devices aligning.

A recent 2013 mobile report: The State of Mobile Search Advertising – How Smartphones and Tablets are Changing Paid Search released by Marin Software supports Google’s claim that consumer behavior on tablets and desktops share increasing similarities. However, the data also validates the perception that desktops and tablets are inherently different and perform accordingly so. Regardless, to remain successful in a multi-device world, search marketers must embrace enhanced campaigns and continue delivering a relevant and engaging ad experience.

What Does the Data Say?

Over the last two years, tablets have become a device segment that search marketers can’t ignore. In fact, the share of overall paid search clicks served by Google on tablets increased from 6% to 10.7% in 2012. Consumers are increasingly using tablet devices to research and make purchases on-the-go and, more importantly, in the comfort of their home where desktop devices have traditionally reigned. Marin projects that by the end of 2013, the share of tablet clicks will double in the US, accounting for 20% of Google’s paid search clicks.

Marin Mobile Report Conversion Rate by DeviceMarin Mobile Report CTR by Device

In 2012, paid search conversion rates for tablet devices increased by 31%, while smartphone and desktop conversion rates increased by 9% and 7%, respectively. By December 2013, Marin estimates that tablet conversion rates will surpass those of desktops. In addition to this rapid rise in conversion rate, Marin also found that tablet ads are continuing to outperform desktop ads. Click-through rates (CTR) for search ads on tablets were 37% higher than ads delivered on desktops, with the average cost-per-click (CPC) on tablets 17% lower than on desktops. As a result, advertisers increased paid search spend on tablets to capitalize on this opportunity; and by the end of 2012, the share of spend on these devices had increased to 10%, eclipsing the share of spend on smartphones for the first time in history.

Marin Mobile Report CPC by DeviceMarin Mobile Report CPC Change by Device

Different, But Equal

Tablets will certainly play a crucial role in the future of paid search, but whether the line between desktops and tablets will continue to converge and blur, or diverge and remain distinct, has yet to be seen. Even though these two devices share similarities in search behavior, they continue to perform differently. Perhaps this is a result of their unique user experiences—desktops with their large screens, mouses, and primarily fixed locations; versus tablets and their touchscreens, smaller search real-estate, and portability. Marin’s mobile report appears to support the notion that different user experiences result in varying ad performance. As a result, we expect Google’s enhanced campaigns to evolve as the market demand for additional functionality becomes evident.

The New Multi-Device World

With the migration to enhanced campaigns underway, search marketers must now prepare for a desktop-and-tablet-combined world. Gone are the days of separating campaigns to target these devices individually. Campaigns and landing pages must now be optimized with both the desktop and tablet user in mind. Two strategies that marketers are implementing today include: limiting the amount of Flash-based content on websites, as iPads don’t support Adobe Flash, and using finger-friendly buttons and links.

In an already highly competitive search landscape, enhanced campaigns will change the way advertisers engage with consumers. Sophisticated search marketers will need to continue investing in technology and reestablish best practices in order to successfully drive media and acquire revenue in the new multi-device world.

 

Download the comprehensive 15 page global mobile report here.

 

The Great Debate Over Enhanced Campaigns at SMX West

By March 13th, 2013

Enhanced Campaigns MemeIn the two days spent speaking and exhibiting at SMX West this week, it was clear that Google enhanced campaigns are at the top of every search marketer’s mind. With the mid-year migration deadline around the corner, marketers were keen to ask the important questions. Throughout our time in the Expo Hall and during two of our speaking opportunities, Marin engaged in several candid discussions regarding enhanced campaigns and what Google’s recent change to AdWords means for search marketers. Here’s what we heard.

Everyone’s On the First Page

Many search marketers were unaware of enhanced campaigns when it was first announced in early February. Without the formal beta process that Google typically leverages—a process used for major features like Product Listing Ads, remarketing, Dynamic Search Ads, etc.—enhanced campaigns was unleashed upon the search world in one fell swoop. Some search marketers we spoke to are struggling to understand what it means for their day-to-day campaign management and optimization tactics.

Think Everybody. Think!

Success in the age of enhanced campaigns hinges on the ability to establish “enhanced” best practices. Though the testing of enhanced campaigns appears to be limited so far, it hasn’t stopped search marketers from making assumptions and applying their expertise towards new tactics and strategies. Below are two of the “best practices” we overheard at SMX West:

  • Specify device within ad creative: To engage users on specific devices, specify the device of choice within the ad creative. Including device-specific tokens like “mobile” remains a best practice, but these become even more critical for search marketers to include in their ad creative for increasing relevance. For advertisers who only want to engage tablet or smartphone users, use the tokens “tablet” or “iPhone” for example. This may reduce the number of desktop clicks on ads intended for tablet users or miscellaneous smartphone clicks on ads intended for iPhone users.
  • Separate campaigns by location target: Continue splitting out campaigns by location targets. This enables search marketers to continue tracking conversions and revenue by geography and calculate bids based on segmented performance. Furthermore, generate ad creative that leverage geo-specific identifiers. For example, within a campaign that’s targeting San Francisco, use the keyword “San Francisco” within ad creative to increase relevance and user engagement.

Geo-Targeted Paid Search Ad - SF

Enhancing the Enhanced Campaign

When enhanced campaigns were first announced, many mobile app and gaming companies expressed a desire to target campaigns to a specific mobile device or device operating system (i.e. iPhone, HTC, iOS, Android). After speaking with a few marketers who attended the session on enhanced campaigns, it appears that Google will allow advertisers to target specific mobile devices and device operating systems for the display network with enhanced campaigns. Given market feedback it wouldn’t be surprising to see Google begin tweaking enhanced campaign features to provide marketers with these additional controls.

The Clock Is Ticking

Marin Software supports enhanced campaigns now. Establishing new best practices before the upcoming migration deadline is important. Conferences and expos like SMX West provide an invaluable look into what search marketers are thinking and what they require to be successful in the age of enhanced campaigns. Marin will be exhibiting at SES NY later this month and we look forward to another great forum for discussing enhanced campaigns. We hope to see you there!

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