Migrating to Google Enhanced Campaigns- Stream:20

Why have Google changed things?

We live in a multi-device world

• A convergence in how people use devices as mobiles and tablets become more sophisticated.

• People are searching on mobiles, tablets and desktops in different locations, times and days – but with different intentions

Context matters for relevancy

• Relevancy isn’t just about search queries anymore!• A user’s intent when searching may be different depending on what

device the person is using, their location, and what time of day it is.• Ads can be made even more relevant based on user intent.

Keep up with measurement needs

• Measurement and reporting needs to reflect device usage and differences in how people buy.

• The complexity of search and conversion paths require better reporting for optimisation and growth

What are the top changes?

Simplified Campaign Management

• You can now target and have unique bids for different devices, locations and times/days within one campaign

• No need for duplicate campaigns with individual targeting and settings• Simplified campaign management!

Ads optimised to device

Ad Group x

• Instead of setting up a different campaign for mobile, you can just optimise ads for mobile within the same campaign.

• Allows you to make ads more relevant e.g. including location, call extensions, or directions without creating new campaigns

Extension Relevancy Increased

How can this help you?- When you are using PPC to support

a TV show - When you have offers on certain

days- Only show call extensions when

your call centre is open

Schedule extensions to appear at certain times or days

Extension Relevancy Increased

How can this help you?- Greater deep-linking- Use different phone numbers

e.g. Customer support or sales - Increase your CTR- Increase your quality scores!

How can this help you?- Use call extensions- Location extensions- App download extensions

Ad extensions for each ad group Ad extensions for mobile

Other Improved Extensions

• Individual sitelink reporting = greater visibility• Call extension reports available for mobile, not just desktop

and tablets • Google forwarding numbers are now free• Call extension with call only, for companies who want to

direct traffic to phones not site• Sitelink character limit reduced from 35 to 25• Phone numbers are no longer allowed in ads – they must be

set up as a call extension.

Advanced Conversion Reporting

• Using Google forwarding numbers (now free!) advertisers can track phone conversions by specifying the call duration

• Track app downloads as conversions• More conversion tracking features coming soon

Some concerns

Separating by device

What’s happened? So what? When might this affect you?

Tablet and desktop is now automatically combined.

Allocating a separate budget for tablets or mobiles is no longer possible. Loss of granular bidding

When your customers search behaviour is very different on

tablets than desktop

You cannot have mobile only campaigns

You can only use the same keywords on mobile as what you target on desktop and tablet. Loss of granular bidding

When certain keywords worked really well on mobile

but were too costly on desktop

Can’t target specific operating systems

Reduces granularity and possible relevance

If you needed to address iOS/Android/Blackberry users

differently

Bidding Changes

What’s happened? So what? When might this affect you?

Bidding on mobile is now at an ad group rather than keyword level

Optimisations not possible at keyword level. Including keyword level landing pages. Reduces granularity.

You may end up bidding on keywords that don’t work

for you on mobile.

Bid multipliers on locations and schedules

Only available at a campaign level. Reduces granularity.

You can still create duplicate campaigns to target specific locations with keyword level bidding for greater control

Changes to Google Display Network

• Although enhanced features are available on Google display network, (GDN), legacy features still remain:– Can still target device models– Can still target operating system

• This is for ‘Display Network Only’ campaigns

Migration Date: 22nd July 2013 What do I need to do?

When to start

• Start now, before automatic switch over!

• Campaign by campaign phased rollout

• Assess changes in performance before migrating the next campaign

• Be aware, Google are still making improvements

Does your site function on Tablet?

• All campaigns are now opted into Tablets automatically, merged with desktop

• Use responsive design!• Remember Flash does not work on iOS

Review your bidding strategy

• Consider how you will bid on mobile now that it is at an ad group level not keyword level

• Do you want to merge location targeting? Consider how you will bid at a campaign, not keyword level

• Remember – you can still segment campaigns by location for keyword level bidding!

Assess your current campaigns

Identify similar/matchingcampaigns • Campaign Names• Keyword Overlaps• Ad Overlaps • Product target overlaps

Select the Primary campaign• The most current ad groups• Largest keyword list• Highest investment• Longest history• Most stats

• These campaigns can’t be consolidated with others because they don't have ad groups, keywords or ads overlaps with other campaigns

Campaigns that can’t be

merged

Campaigns to be merged &

migrated

Campaign Merge Flow

Simple Upgrade Flow

Simple Upgrade Flow

Simple Upgrade Flow

1. Click get started

2. Adjust mobile bid

3. Now migrated to enhanced campaigns!

Campaign Merge Flow

An example of Campaign Merge Flow

Before

After

Merging Campaigns part 1

Select Primary Campaign Merge Campaign Settings

Upgrade Primary Campaign

Merge Ad GroupsMerge Keywords

• Has the most current ad groups• Largest keyword list• Highest investment• Longest history/most stats

• Make sure primary campaign settings has correct settings

• Use the simple upgrade flow

Identify Similar Campaigns

• Merge ad groups from the similar campaigns into primary campaign

• Merge keywords from the similar campaigns into primary campaign

Merging Campaigns part 2

Merge Placements & Audiences (GDN) Merge Ads

Merge Ad Extensions

Merge Conversion Tracking• If you are now targeting

mobile, make sure conversion tracking is set up on your mobile site

• Ensure all extensions from similar campaigns are added to primary campaign

• Merge from similar campaigns into the primary campaign

Merging Campaigns

Set Mobile Bid Adjustment in Primary Campaign

Delete Secondary Campaign(s)

Merge Campaign BudgetsAssess Segmentation reports

• Now that you’re targeting more devices in each campaign, merge budgets into the primary campaign.

• Ensure segmentation reports show you’re getting traffic and data for all your settings.

• Set to a percentage of your desktop/tablet bid

• So set to -100% if you don’t want to bid on mobile

• Now that all your similar campaigns have been merged into primary campaign, you can delete the others.

Post Migration Considerations

• Ad settings– Setting mobile optimised ads– Setting ads for applications

• New Extensions features– Scheduling extensions– Mobile preferred sitelinks– Ad group level extensions

• New conversion tracking– Call tracking– Digital download tracking

• Setting landing pages to device – use the new Value Track Parameter to do this

• Using bid multiplier for day/time scheduling

FAQs

FAQs

Question Solution

I have telephone numbers in my adsThese will now be disapproved, but you can add

them as a call extensionI have keyword level URLs, how do I direct people

to mobile/desktop correctly? Use the ValueTrack parameter to set landing page to device

I use bidding management software, what do I need to do?

Kenshoo and Marin are up to speed with the changes or check with your provider

I don't want to target mobile Set the bid multiplier in campaign settings to -100%

Do I need to change my website? No, but ensure your site functions on both desktop and tablets e.g. Use of flash

How will enhanced campaigns affect performance?

Upgrade one campaign at a time and assess for changes in performance

Will I loose data from previous campaigns? No, If you merge two campaigns, historical statistics will still be available in both campaigns.

I want to tailor my ads/budget to certain locations This is still possible, just replicate campaigns and change individual location targeting

Stream:20 Digital Marketing Consultantswww.stream20.cominfo@stream20.com