During February, Google announced the introduction of Enhanced
campaigns to AdWords, marking a significant change in the way
campaigns will be structured and indeed function.
The addition of Enhanced campaigns removes the need to create
and manage separate versions of what is essentially the same
campaign in order to target different devices in a distinct
fashion, instead allowing this to be done from a single campaign
and making the entire process quicker and easier.
Examples of what is now possible from a single campaign include
- Having separate ads specifically targeting computers
and high end mobiles. Despite both sets of ad copy being
present within the one campaign, the relevant ad copy will only
show on the appropriate devices.
- Utilise a separate bidding strategy for different
devices. This will be done by using bid multipliers for
mobile devices that will be applied to the baseline bid set for
computers and tablets.
- Employ different ad extensions for different
devices. Such as call extensions for high end mobiles,
without the need for a separate mobile device targeted campaign to
Despite the obvious advantage of the increased ease and
efficiency with which multiple devices can now be targeted, the
introduction of Enhanced campaigns does come with some drawbacks,
the most prominent of which are as follows:
- The ability to target tablets in a separate fashion
will be lost. This is a result of the fact that tablets
and computers will be grouped together in Enhanced campaigns.
Google claim that data has shown that search behaviour on tablets
is very similar to that of computers; however, in instances where
advertisers had been able to achieve improved performance by
targeting tablets separately, this isn't great news.
- Targeting specific operating systems will no longer be
possible. Again this represents a loss in the granularity
of targeting options but may only prove an issue for advertisers
who had found success by honing in on specific operating systems in
the targeting of their campaigns.
The option to upgrade existing campaigns (or Legacy campaigns as
Google now refers to them) to Enhanced campaigns is available now
and Google's intention is to have all campaigns upgraded by