For those of you who do not use Google AdWords, you may not have realized that July 22, 2013, represented a huge shift! Google AdWords was put to bed and in its stead, Google rolled out “Enhanced Campaigns.”As Ophir Cohen of Universal McCann Search explained, the new campaigns allowed a system with which to unify all of your campaigns into one. Meaning a single campaign that allows you to target both computers and mobile devices.
This is important as different devices require a different approach. Cohen stressed the importance of context to determine intent. To create context, you need place (where are you searching from?), device used, time of day and search phrase. Putting all of this together helps determine the users’ intent.
Cohen gave the example that because his online calendar listed SMX, the morning of the conference (without performing a search), his phone asked if he would like directions to the Inbal Hotel in Jerusalem? This example of predictive search is key to the future of marketing, anticipating what the user wants even before a search is initiated.Dan Perach of PPC Proz was a bit less enthusiastic about the changes that AdWords Enhanced Campaigns brought. He believes that not being able to target a specific campaign to a particular device is a weakness, and presented a workaround to achieve “smartphone only campaigns.”
Data is supporting the concept that mobile users and computer users engage with websites differently. Perach believes that the benefit of his workaround is that it allows the marketer to better target each type of device – be it a computer or a smartphone.
The key to his workaround is to change the bid modifier in the campaign settings.
The two main directions are:
- If you want to only target computers and not smart phones, set your bid modifier for (-100%) for mobile devices, and that should take them out of the running.
- If you want a smart phone only campaign, set your bid modifier to (+300% – this is the maximum allowed) for mobile devices, and that should take the computers out of the running.
Do this for each keyword, segmenting by device. Perach notes to be careful in naming all of your campaigns so you can keep them all straight. He suggests adding the word “smart” for mobile campaigns and “computab” for computer focused campaigns. Also note that for mobile campaigns you want to aim for position 1 or 2 because those smartphone screens are small.
Some people see Enhanced Campaigns as the future of marketing, but others are fighting the changes. What’s your view?