How To

Utilizing Google's Enhanced Campaign Feature

Enhanced Campaigns are now the norm after Googles announcement in February, 2013, that all campaigns would be transitioned to Enhanced Campaigns.  Google began automatically upgrading campaigns for you starting July 22, 2013.

Instead of replicating campaigns and keywords to allow for device bidding and different bids per geography, Enhanced Campaigns keep one central list of keywords and layer on bid adjustments for Device level bidding, Geographic Bidding and Time of Day Bidding. Having this additional level of reporting will help you to target your campaigns for different devices more precisely. 

Keep these rules in mind:

  • Tablets are treated just like computers in Enhanced Campaigns.
  • You cannot opt out of showing on Computers and Tablets. You can opt out of showing on Mobile Devices by entering a -100% bid adjustment for your campaigns.
  • You set up the Enhanced Campaign in Google Adwords but can use ChannelAdvisor Actionable Reporting to evaluate the campaigns and adjust bids for devices. 
Click below to download our eBook:
 

Prerequisites


 

Tasks to Complete


 Below are some of the tasks and benefits of Enhanced Campaigns:

Reporting


 

You can review device level performance in a number of places in the ChannelAdvisor platform.

  1. In Report Center there are two new reports called Keyword Device Performance and Campaign Device Performance which show keyword and campaign metrics broken out for Computers, Tablets and Mobile Devices.
  2. You can also see Mobile performance broken out at the Campaign level by using the Mobile phone icon from  Actionable Reporting Campaigns to drop in mobile performance columns.

Management


 

Mobile bid adjustments can be set via the Campaigns setting page for Google campaigns. You can also adjust Mobile Bids via the Actionable Reporting Campaigns  by hovering over the Mob. Bid Adjustment column within the grid.

Ads can be created for Google as mobile preferred via the "+" button from the Actionable Reporting grid. You can also select to make an ad mobile preferred upon editing an ad. Mobile preferred ads show only on mobile devices unless they are the only ads in the ad group in which case they will show on computers as well.

Enhanced Sitelinks



There are a few critical differences between Legacy and Enhanced Sitelinks.

  • First, Enhanced sitelinks are treated as individual lines, not as one block of up to 10 sitelinks per campaign. This means that if you have one link that you'd like to show for multiple campaigns, you'd simply create that link once and associate it with all the campaigns you'd like it to show for. 
  • Editing sitelinks will edit the master record and therefore change the link text for all campaigns using that link.  
  • Enhanced Sitelinks have a character limit of 25 instead of the Legacy 35 characters.
  • Lastly, a campaign can have up to 20 Enhanced Sitelinks associated with it, instead of the traditional 10.

 

Enhanced Campaigns are now the norm after Googles announcement in February, 2013, that all campaigns would be transitioned to Enhanced Campaigns.  Google began automatically upgrading campaigns for you starting July 22, 2013.

Instead of replicating campaigns and keywords to allow for device bidding and different bids per geography, Enhanced Campaigns keep one central list of keywords and layer on bid adjustments for Device level bidding, Geographic Bidding and Time of Day Bidding. Having this additional level of reporting will help you to target your campaigns for different devices more precisely. 

Keep these rules in mind:

  • Tablets are treated just like computers in Enhanced Campaigns.
  • You cannot opt out of showing on Computers and Tablets. You can opt out of showing on Mobile Devices by entering a -100% bid adjustment for your campaigns.
  • You set up the Enhanced Campaign in Google Adwords but can use ChannelAdvisor Actionable Reporting to evaluate the campaigns and adjust bids for devices. 
Click below to download our eBook:
 

Prerequisites


 

Tasks to Complete


 Below are some of the tasks and benefits of Enhanced Campaigns:

Reporting


 

You can review device level performance in a number of places in the ChannelAdvisor platform.

  1. In Report Center there are two new reports called Keyword Device Performance and Campaign Device Performance which show keyword and campaign metrics broken out for Computers, Tablets and Mobile Devices.
  2. You can also see Mobile performance broken out at the Campaign level by using the Mobile phone icon from  Actionable Reporting Campaigns to drop in mobile performance columns.

Management


 

Mobile bid adjustments can be set via the Campaigns setting page for Google campaigns. You can also adjust Mobile Bids via the Actionable Reporting Campaigns  by hovering over the Mob. Bid Adjustment column within the grid.

Ads can be created for Google as mobile preferred via the "+" button from the Actionable Reporting grid. You can also select to make an ad mobile preferred upon editing an ad. Mobile preferred ads show only on mobile devices unless they are the only ads in the ad group in which case they will show on computers as well.

Enhanced Sitelinks



There are a few critical differences between Legacy and Enhanced Sitelinks.

  • First, Enhanced sitelinks are treated as individual lines, not as one block of up to 10 sitelinks per campaign. This means that if you have one link that you'd like to show for multiple campaigns, you'd simply create that link once and associate it with all the campaigns you'd like it to show for. 
  • Editing sitelinks will edit the master record and therefore change the link text for all campaigns using that link.  
  • Enhanced Sitelinks have a character limit of 25 instead of the Legacy 35 characters.
  • Lastly, a campaign can have up to 20 Enhanced Sitelinks associated with it, instead of the traditional 10.

 

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