By now, nearly everyone has heard about Google’s impending migration to Enhanced Campaigns. And in a lot of ways, Enhanced Campaigns has become synonymous with words like “dreadful”, “frightening” and “icantdothisonmyown” (sure, the last word is not real, but it is definitely a real emotion).
In all seriousness, Enhanced Campaigns present a considerable challenge for marketing professionals of all sizes. After the June 2013 deadline, Enhanced Campaigns will consolidate all device targeting and geographic targeting under one campaign; and advertisers will only be able to target two device groups: smartphones and tablets/desktops. These changes to campaign structure, device targeting and geo-location targeting will require marketing professionals to take methodical action to ensure that campaign performance is not lost nor harmed during the transition.
With such vast changes to Google’s AdWords platform, marketing professionals will have to restructure or recreate their marketing strategies…and quickly! We’ve outlined the specific strategies that will be affected by Enhanced Campaigns below:
- Mobile and Tablet Strategy: Whereas in the past marketers have been able to opt out of mobile tracking, Enhanced Campaigns requires that marketers implement a strategy for mobile devices. Those who have not previously conceived a mobile strategy will need to construct a mobile campaign quickly.
- Geo-targeting Strategy: Geo-targeting will be managed through bid modifications at the campaign level and specific area targeting will be focused on behavioral trends, rather than keyword trends. As a result, advertisers will need to rely on previous data about their target audiences’ behavioral trends to construct a geo-targeting strategy.
- Bidding Strategy: Industry experts predict that advertisers will pay more per click on mobile devices and 3rd party bid platforms will be required to modify their platforms to synchronize with the new Enhanced Campaigns system.
- Budget Management: It is likely that budget segmentation by location or device will become much more complicated and far less transparent. Marketing professionals will likely need to leverage holistic tools that are able to measure cross-channel and cross-device performance to understand relative success of their paid search campaigns.
- Keyword and Account Management: Many advertisers delineate device or location targeting by campaign or account, but after the migration to Enhanced Campaigns these advertisers will need to determine a new way to combine segmented campaigns in a manner that preserves quality score and campaign performance.
Although the transition will help simplify advertising initiatives across channels and devices in the long run, Enhanced Campaigns pose a significant threat to search marketing campaign performance. However, the appropriate resources and team can eliminate most, if not all, harm and negative impact. For actionable steps to migrate your campaign(s) seamlessly, check out our whitepaper: Google’s Enhanced Campaigns: How to Minimize Negative Impact and Execute a Successful Migration.
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