AdWords Enhanced Campaigns: New Features & Benefits

Last month we informed you about Google?s new Enhanced Campaigns upgrade (currently, this is an optional feature: when you log in, you will see a yellow colored box informing you that you can upgrade if you like). At the moment, Google is putting much effort into educating advertisers worldwide about the features of Enhanced Campaigns, one of the most significant AdWords upgrades of all time.

Long story short: During the past years, Google has noticed that marketing has changed in the sense that we live in a more ever-connected, multi-device world. For marketers, this provides great opportunities to reach more potential customers, wherever they are, on whatever device people use. Enhanced Campaigns aims to make online advertising work better in this type of world, and make managing AdWords campaigns easier and more effective. Watch below video for a brief introduction on the why and how:

Benefits of Enhanced Campaigns

There are several major benefits, including:

• Improve campaign results using location bid adjustments, whether your customers buy online or offline.
• More easily reach?customers that are near your business locations.
• Drive more offline purchases and measurable in-store traffic with search ads using offer extensions.

Google explains these as follows:

Geotarget broadly with selective bid adjustments for improved results

Whether your business is online-only, offline-only, or multi-channel, you can improve your overall results by using a broad location target to cover your whole potential market while refining your bids in select areas. With the old campaigns, you would need to set up a new campaign for every location you wanted to bid differently on. Now, with enhanced campaigns, it?s simple to increase or decrease your bids by a certain percentage for any location target in your campaign.

Reach customers near your offline business locations more easily

If you operate an offline or multi-channel business, you can use the new location extensions targeting to reach potential customers or increase your bids when they?re near your locations with just a few clicks. It uses the location extensions?you?ve?already created and a radius that you specify to create targets around your companies.?You can then set a bid adjustment to your location extension target to increase your ad?s visibility when customers are near your business, and potentially more likely to shop and purchase from you.

Drive measurable offline purchases and in-store traffic with offer extensions

Showing a potential customer the right offer at the right time can be the difference that brings them into a local business to buy from you. Offer extensions can help you drive offline purchases and in-store traffic with a redeemable offer shown with your search ads across devices. You can use them whether you?re a retailer, manufacturer, or other type of company (currently shown to users in the U.S. only).

If customers click your offer, they?ll see your offer details, business logo, and nearby stores (see example below). They can print your offer or save it to their Google Offers account for in-store redemption. At the point of sale, customers redeem the offer using either a text code or a bar code.

You pay for clicks on an offer just like a click on your ad headline ? there are no fees for each redemption. We?ll also remind customers about unused offers through email to improve the redemption rate. Offer extensions are available at the campaign or ad group level.

For the full details on how to implement these features, visit Google?s most recent article on Enhanced Campaigns features.

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Source: http://www.netconnexion.com/blog/adwords-enhanced-campaigns-new-features/

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