Google Enhanced Campaign Update

A lot has happened since Google announced the changes to AdWords in February; mixed reactions across the industry, success stories and complaints, additional features added (mobile ad group bidding changes being our favourite), and recently a confirmed date when the changes become mandatory. Many agencies have chosen to play the waiting game, holding out until 22^nd July in case of any more features being added, but we have begun testing the Enhanced Campaign settings to give us and our clients a head start. So far our results have been mixed:

• Higher CTRs coming from the more targeted Sitelinks and creative
• Higher CPAs where the site is not compatible with Tablets
• A general increase in traffic from being opted into Tablets
• A slight increase in Mobile CPCs

As we predicted, the results were always going to vary depending on the current state of each campaign and its offering. Hopefully most advertisers already have Tablet-friendly sites, or are taking steps to do so as soon as possible.   If you haven’t, we recommend you begin looking at this as soon as you can in order to avoid wasted budget and poor user experience, from being forced to bid for Tablet traffic.

In part we agree with Google that you should migrate as soon as you can, however if you are not set up to serve your site on a Tablet yet, we’d suggesting holding out until you have resolved this issue. No one wants higher CPAs from wasted budget, and poor usability!

If you have any questions or don’t feel like you’re being assisted through these significant changes, don’t hesitate to get in touch. We’d love to help - you can get hold of me via email george@mcand.co.uk

 

Written by George Byrne, Head of Search