Changes to Enhanced Campaigns

Many PPC specialists have been reticent about the release of Google's Enhanced Campaigns (EC) in AdWords for fear of increased CPCs (cost-per-clicks) with the integration of mobile and tablet and desktop bids into one campaign. Some were confused as to why Google would launch these new campaigns to encourage mobile, but then only allow the user to modify their bids at campaign level.

Many PPC specialists have been reticent about the release of Google's Enhanced Campaigns (EC) in AdWords for fear of increased CPCs (cost-per-clicks) with the integration of mobile and tablet and desktop bids into one campaign. Some were confused as to why Google would launch these new campaigns to encourage mobile, but then only allow the user to modify their bids at campaign level.

Google has made two announcements this month:

  1. Google have pushed back the date on rolling out Enhanced Campaigns to all of their accounts by about 6 weeks, until July 22nd 2013

  2. Google will be releasing ad group level mobile bid adjustments soon - which will be great news for PPC managers who have been holding off implementing EC in the hope of amends such as this

The ability to bid at ad group level, rather than campaign level will provide much more control over individual bids, and we suspect will encourage many managers to reduce the size of their ad groups to further their control. If you only have one or two keywords in your ad group, then you are effectively bidding at keyword level while enjoying the benefits of the new Enhanced Campaigns.

With so much opposition to the new Enhanced Campaign feature, it is great to know that Google has taken their users' concerns on board and acted on them. Since the date has now been pushed back, we wouldn't be surprised if Google have more tweaks up their sleeves…