Google launched its enhanced campaigns and they represent a good improvement of the currently great AdWords machine. But what does enhanced campaign mean for advertisers?
1- All campaigns will automatically target all devices. You cannot exclude them at a campaign level, but you can limit the extent of your bid per device.
2- You can easily manage bids for different parts of the day
3- You can easily manage bids for different targeted locations
This sort of campaign structure could raise a lot of questions at first. The top 3 questions our followers are asking us are:
1. I do not want to target any mobile device with full browsing capability. How do I do that?
This is very easy to accomplish. You just need to reduce the bid on mobiles to an extent that you would not be able to generate impressions. Google is aware of the fact that mobile searches will exceed desktop and tablet searches and therefore also your campaigns are going to adapt accordingly. You will soon have the problem of excluding desktop campaigns from your marketing strategies!
2. Do I have to create different ads for mobile and desktop devices?
Your advertisements will actually be the same for mobile and desktop. However you will have the chance to target wap devices with WAP ads, to create in video ads and app promotion ads. Also, You will have the possibility to generate dynamically generated advertisements.
3. Is it going to be more difficult to manage campaigns?
This optimization is actually simplifying the work for accounts with small budgets while it will need more analytical skills for companies that are spending bigger amounts of money (which will also be dealing with the need to reorganize the account in order to fit Google’s enhanced campaigns.