Making the Leap to Enhanced Online Campaigns – What it Means, and How to Adapt

Image credit: google

Image credit: google

Without a doubt, one of the most-talked about subjects in the SEM sector these days is Google’s launch of Enhanced Campaigns. This launch represents a fundamental shift in the structure of PPC campaigns, and as marketers and agencies, we owe it to ourselves and our clients to be ahead of the curve in adapting to the changes coming to AdWords. In this post, I’ll break down some of the major changes between so-called “legacy campaigns” and new Enhanced campaigns….

Dual Landing Pages with AdWords Enhanced Campaigns

Before AdWords introduced the Enhanced Campaign (EC), the typical practice was to have separate mobile and desktop campaigns. Ads in a desktop campaign would have destination URLs for landing pages optimized for desktops.  Ads in a mobile campaign would have destination URLs for landing pages optimized for mobile devices.

With AdWords new Enhanced Campaigns, it’s impossible to target ads to mobile devices only. As long as your campaign mobile device bid adjustment is anything other than -100%, an ad could potentially be served to any device type. Advertisers are asking themselves, “Why can’t I specify two URLs for my ads, one for desktop, one for mobile?”  This is actually possible. The answer is to use the {ifmobile} ValueTrack parameter. Here’s how it works…

LEGACY SCENARIO (multiple device-specific campaigns)

URL for an ad in a campaign that targets DESKTOPS:

http://www.testsite.com/en/US/abcdef/index.html

URL for an ad in a campaign that targets MOBILE DEVICES:

http://m.testsite.com/www.acme.com/en/US/abcdef/index.html

EC SCENARIO (one EC campaign for all devices)

URL for any ad:

http://{ifmobile:m.testsite.com/}www.acme.com/en/US/abcdef/index.html

When this ad is served to a mobile device, the string “m.testsite.com/“ is inserted in the desktop URL, turning it into the mobile URL. The key thing to keep in mind is that the mobile URL must contain every character in the corresponding desktop URL plus an additional segment, i.e. the argument for {ifmobile}. If desktop and mobile landing pages are structured so that the difference between the URLs is always the same string, the same argument can alway be used in {ifmobile}.

Facebook is Going Mobile

Look, we all like to take potshots at giants, and that’s the reason that Facebook gets a lot of hits from, well, almost everywhere. Whether it’s consumers who hate that the free service they’re using has to show them advertisements, or advertisers complaining about how Facebook ads don’t work, or investors losing confidence in Facebook and dropping its stock price about $20 over the last four months, one thing is certain: there are a million Davids throwing stones at this Goliath, and there always will be. I’ve even been one of them….

Is The AdMob and Adwords Marriage a Win-Win for All PPC Advertisers?

Google recently announced that their past acquisition of the AdMob mobile advertising is now a seamless part of AdWords, which, in essence, will make it easier for advertisers to start spending ad dollars on over 350 million mobile devices and top mobile apps. Ironically, Google claims that they “made a big bet on mobile – and on mobile display advertising” but I hardly doubt it was much of a bet, just a good decision. In this post, I will discuss the benefits and drawbacks from this latest “Tech Marriage.”