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Google AdWords Upgrade Makes It Easier To Advertise On More Devices With Enhanced Campaigns

Google AdWords makes it easy for you to advertise your product or service on Google search result pages or in its advertising network. Recently Google rolled out Enhanced Campaigns, offer advertising more options.

Before Google AdWords added Enhanced Campaigns to its offering,  it was a challenge to place your advertisement on a variety of devices – small screens, big screens, GPS and mobile. The advertisement you placed for your ladies shoes business might look great on a 16″ web site on a computer, but it looks much different on an iPad or other mobile devices.

For example, from Google’s announcement,  a pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). Signals like location, time of day, and the capabilities of the device people are using have become increasingly important in showing them the right ad.

Here’s some key features that Google AdWords Enhanced Campaigns offers:

  1. Powerful marketing tools for the multi-device world
    People want search results that are relevant for the context they are in — their device, location and the time of day. Enhanced campaigns help you better manage your campaigns and budgets for this multi-device world. With bid adjustments, you can manage bids for your ads across devices, locations, time of day and more — all from a single campaign.Example: A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. 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.
  2. Smarter ads optimized for varying user contexts
    People on the go or near your store may be looking for different things than someone sitting at their desk. With enhanced campaigns, you’ll show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.Example: 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.
  3. Advanced reports to measure new conversion types
    Technology is enabling people to take action on your ads in new ways. Potential customers may see your ad and download your app, or they may call you. It’s been hard for marketers to easily measure and compare these interactions. To help you measure the full value of your campaigns, enhanced campaigns enables you to easily count calls and app downloads as conversions in your AdWords reports.Example: You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.
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About Ramon Ray

Ramon Ray, Marketing & Technology Evangelist, Smallbiztechnology.com & Infusionsoft. Full bio at http://www.ramonray.com . Check him out on Google Plus, Twitter or Facebook

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