Google Enchanced Campaigns
“Enhanced Campaigns represent the biggest single change to the basic structure of AdWords campaigns in the past 10 years,” he says. “The new campaign structure will greatly simplify targeting and bidding for different devices and locations. It’s a win-win for both Google and advertisers.”
One key feature is bid adjustments to help advertisers manage bids across devices, locations, time of day, etc. from a single campaign. “A breakfast cafe wants to reach people nearby searching for ‘coffee’ or ‘breakfast’ on a smartphone,” explains Google SVP of engineering, Sridhar Ramaswamy, giving an example. “Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.”
Enhanced campaigns will show ads across devices with the right ad text, sitelink, app or extension, without advertisers having to edit each campaign for every combination of devices, location and time of day. “A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign,” explains Ramaswamy.
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