Live at SMX East: Google Enhanced Campaigns…What We’ve Learned So Far

By Scott Garrett | Oct 1, 2013
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This session at SMX East was about the pros and cons of enhanced campaigns. Most of the panel were in favor of enhanced campaigns. Some elements of enhanced campaigns make life easier, while others make it more difficult. Below are short bios for each presenter and also the main takeaways from their presentations.

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Larry Kim, founded WordStream in 2007. He bootstrapped the company by providing SEO/PPC consulting services while funding/managing a team of engineers and marketers to develop and market software for search engine marketing automation.

  • Do enhanced campaigns work?…Yes
    • Overall average CPC actually decreased 6% through the second quarter of this year, according to Google.
      • Larry believes increased ad space on the Google Display network has increased impressions, and has therefore, deflated the overall average CPC.
    • Enhanced campaigns reduce campaign cloning.
      • Account activity (change history in Adwords) is down 16% according to Larry’s data.
  • Small businesses often undervalue mobile search…
    • …even though for small businesses, calls are often more valuable than clicks.
      • Larry’s data shows that in one case, calls were 3 times more likely to end in a sale when compared to a standard click on an ad.

Brad Geddes is the founder of Certified Knowledge, an online paid search training and toolset provider. He is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. Brad is one of the first Google Advertising Professionals and Microsoft adExcellence members.

  • Always segment by device to determine which ad performs the best based off your performance metrics.
    • If you find the ad performs best on mobile, then you need to make sure you check that ad as a “Mobile Preferred.”

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Susan Waldes has worked in the search engine marketing industry since 1999; she joined PPC Associates in August 2011 after serving as the in-house SEM manager for ecommerce retailer ivgStores.

  • Newly announced this morning:
    • Cross-device tracking in Adwords
    • Will start rolling out November 1st
    • You will need at least 50 daily conversions to activate this new feature and will only go down to the ad group level
  • Here is a common path for cross device tracking

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Alistair Dent is the Head of PPC at Periscopix, running a team of 45+ AdWords qualified account managers, the second largest qualified team in the UK. He is a contributor to Search Engine Watch and Econsultancy, and regularly speaks at industry events.

  • Get out of thinking by device
    • Get into thinking by use/context
      • Are they in (in their house/connected to WIFI) or are they out (moving around town)?
  • Bidding, targeting, ad copy
    • The big change from enhanced campaigns comes in  bidding and targeting
    • Use all available multipliers to target your audience

All of the panelists had very interesting views on enhanced campaigns. I am personally interested in the future of cross-device tracking and what it could mean down the line for PPC, and especially for remarketing.

What are your thoughts on enhanced campaigns? Comment below and follow me on Twitter @scottgarrett89.

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