New Google AdWords Enhanced Campaigns Update Makes Mobile a Must For Small Business Advertising

By Alan Keller

If you haven’t heard the news already, Google is making some big changes to their widely used search engine marketing (SEM) advertising platform AdWords, which will come into effect starting July 22. Enhanced Campaigns, the upgraded version of AdWords, will have a big impact on how advertisers will need to think about their advertising strategies. In this blog post, we want to help you understand what’s changing and provide some tips on how to take advantage of the new program, as well as what to watch out for.

In a nutshell, using Enhanced Campaigns allows businesses to manage bids seamlessly across locations, times, and, most importantly, device types. You will now also be able to target consumers by optimizing ads for varying uses. All of this means there will be some substantial changes to how the AdWords platform operates. For example, the old AdWords environment allowed you to choose if you wanted 100% of your advertising budget to be devoted to desktop search, or if you wanted to mix it up, such as a 50% desktop and 50% smartphone split. In the new environment, Enhanced Campaigns will choose for you. Simply put, your advertising campaigns will be running on mobile and tablet devices, whether you know it or not!

The design was built to respond to the growing trend in mobile internet usage. “Roughly one in seven searches are happening on a mobile phone, but how many of you are putting one seventh of your resources into mobile,” says Jason Spero, Director of Mobile Advertising at Google. “Your customer is trying to engage you… it would be like not doing business with your customers on Thursdays.”

Here are some of the major points we believe businesses should know before fully enhancing their legacy campaigns.

Mobile-friendly landing pages for ads on smartphones need to be created.
The rise in mobile advertising means advertisers urgently need to create mobile-specific landing pages for ads being featured on smartphones. We’ve all heard that statistically 61% of customers simply leave a site that is not mobile optimized. And when you’re paying to advertise and drive traffic to your website, it’s doubly important that you give those visitors a great experience and do everything possible to convert them into a paying customer. For those who don’t have the time or money to start building their sites using responsive design, Duda is the easiest way for businesses to create an amazing mobile website targeted specifically for these mobile users.

Advertisers can no longer target individual devices.
Tablets and desktops are now being grouped into the same category on the basis that people constantly switch between the two devices while at home. Mobile bids are set based on a percentage adjustment relative to desktop and tablet bids. Consequently, you can no longer separately manage bids for different devices and need to be able to cater to each individual user.

Advertisers can; however, target users based on location and time.
Enhanced Campaigns is no longer device-specific, but the model allows businesses to be more sensitive to the context of users. This means you can increase or decrease ad buys for prospective customers when they are within a certain distance of a store or if it’s past business operating hours.

Campaigns, whether desktop, tablet, or mobile, are all merged into one platform.
For users who already have two separate campaigns where one targets desktop and tablets, and the other targets mobile, Enhanced Campaigns is now merging all campaigns that share the same attributes. You will need to adjust ad groups, keyword lists, and budgets accordingly to accommodate the new campaign model.

These new changes in AdWords and digital advertising are reshaping how you acquire and engage customers. Businesses must be well equipped and ready to respond to the growing need for mobile solutions. If you don’t already provide people a mobile solution to your desktop website, you run the serious risk of losing opportunities to raise brand awareness, engage customers, and drive sales. Now ask yourself this: can you really afford to lose a day’s worth of business every week?

Photo Credits: Wordstream, Google

About Alan Keller

Chief Revenue Officer
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