Since the early days of advertising, small business has been trying to close the divide between their grassroots developments and monopolising giants, investing in letter drop campaigns, bumper stickers and local specials, beating back the scourge of a fully globalised society. The internet changed everything. While the playing field has never been so grey and shadowy, the small business entrepreneur stands a chance in the technological age, taking advantage of many marketing platforms like Adwords. Now, I know many of you probably tried the PPC program in its early days, when automatic bidding was the thing of dreams and keyword entry was arduous, but the introduction of Enhanced Campaigns has changed things.
What Are Enhanced Campaigns?
Enhanced campaigns are Google’s answer to an increasingly connected society, where devices are common place and our mobiles/tablets rarely leave our hands. The retired platform (dubbed Legacy) was developed for an earlier period of internet advertising, favouring desktop or laptop users, ignoring the innovations of reactive websites and mobile sites. Google decided to cut the chaff and install a functionality for multi-management, allowing advertisers to tweak, twist, update and change specific settings without creating several separate campaigns; finally, Google caught up with public knowledge and paid more than lip service to the ever-metamorphosing nature of the internet.
What Are Some New Features of Enhanced Campaigns?
As smart device companies are aware, upgrading a platform isn’t enough; while a shiny chassis and snappy extras are enough to convert vanity buyers, advertisers need more than the assurances of a reviewed software skin and increased navigation. Some of the best new features include:
- Improved reporting, enabling a brand of call tracking previously unprecedented in the realm of self-managed advertising products. Business owners can also assign different values to multi-layered conversions.
- Sophisticated bidding systems, allowing advertisers to change bids across devices, up the ante during peak hours or manually update according to traffic flow. This is particularly advantageous to those who desire to appear during certain times and targeted at specific devices.
What Are the Weaknesses of Enhanced Campaigns?
Even the very best updates are riddled with micro snags, often unapparent until the release is unleashed and millions of users start poking around. So far, enhanced campaigns are relatively operational, rarely hitting road-blocks. While the tech side of things is sound, there are a few weaknesses inherent to the software that may leave you nostalgic for Legacy – until you get used to it. Isn’t that always the way?
The inclusion of mobile traffic in general statistics may harm the specialist flavour of Google’s latest brainchild, streamlining campaign settings a little too much for some. The exclusively mobile setups of yesterday are now gone completely, as targeted campaigns are rolled into tablet and desktop targeting. Theoretically, I can see how Google thought this was a good idea, as websites are coming packed thick and fast with responsive functionality. But this isn’t the case for more than half of the internet. If advertisers truly want to get the most out of enhanced, they must develop their websites and throw another 10+ grand into its development.
Pushing call extensions has also forced the vicious cuts on what advertisers can and cannot do with their ads; best practices now prevent businesses from including their contact number in the title and ad body, lest it will be disapproved.
Of course, the best solution to wondering about the what and why of the internet is best answered by contacting a digital marketing agency to handle Adwords management. Pay somebody else to work it out and explain it – you don’t have time for endless hours researching Google updates.
Jessica is a member of the Search Factory team, based in Brisbane Australia.