Enhanced Campaigns – post launch amends
Last month we discussed one of the more influential Adwords developments to have launched in recent months - Enhanced Campaigns (EC).
Since the news of this feature 'upgrade' back in February, opinions amongst Adwords experts have been mixed. On the plus side, the separate targeting of mobiles (or more specifically, high end mobiles) is a comparatively less labour intensive exercise. Prior to EC Adwords account managers were strongly encouraged to create separate and distinct campaigns for such devices, however the new setup essentially allows implementation of this targeting from your primary (all devices) campaigns. The less attractive side of this update is the compromise on just how specific you advertisers can now be with their mobile targeting (what was once keyword-level is now campaign-level).
A few bloggers in the field of PPC have speculated that Google will tweak this offering as we edge closer to the 'forced migration' point (due to take place in a few months' time) and, from the first EC amend announced today, this looks perfectly feasible. Working with the ValueTrack tagging (added to your ads' destination URLs to record info about the individual ads); Google has added a new parameter to facilitate:
-Driving users to a device-specific landing page at the keyword level
- Measurement of the effectiveness of campaigns by device
Fitted to advertisers with separate mobile site URLs (as opposed to mobile responsive design) these new parameters (ifmobile and ifnotmobile) are ideal for specifying device-specific landing page by each keyword.