Enhanced Pay Per Click Campaigns

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Enhanced Pay Per Click Campaigns.” The following is the transcribed Streamcap from the live chat:

Q1: In theory, do you agree with Google’s rationale for creating Enhanced Campaigns? If so, how would you have rolled “Enhanced Campaigns” out differently? Or would you have rolled out the same way?

  • The whole concept of bid adjustments and mobile + desktop in one campaign is a great thing. What I miss are bid overrides at the keyword level & I have no idea why Google made mobile only impossible. – Martin Rottgerding (@bloomarty)
    • I agree with Martin, having to double/triple/+++ on campaigns for device targeting is inefficient. – Richard Fergie (@RichardFergie)
  • I would have left the option for “advanced campaign management” for those of us more sophisticated advertisers. – Melissa Mackey (@Mel66)
  • I would have allowed enhanced campaigns to have different bid modifiers for individual keywords instead of forcing a campaign %. – Chris Haleua (@chrishaleua)
  • Like all Google changes, I would make it an option, not mandatory. I agree we’re flowing more freely through devices in a day, but that doesn’t mean I necessarily want my acct structure to change. – Michelle Morehouse (@michellemsem)
  • I agree with the reasoning, but they should have and should still give more control to advertisers. – Jeremy Brown (@JBGuru)
  • It seems to be in line with Google’s change of stance on separate mobile sites. – Julie Bacchini (@NeptuneMoon)
  • Tough call. Both good and bad. Will like the streamlined feature of both mobile and search together, but with acct. – Brian Gaspar (@BGaspar)
  • In theory, we need to embrace marketing not to multi-screen, but to ANY screen. But Google shouldn’t get to dictate our approach. – Emily Las (@emlas)
  • If the goal was to get SMBs to play in mobile. Then why mess with all of the “large” sophisticated advertisers? – Bryant Garvin (@BryantGarvin)
  • Point of enhanced campaigns is to reach the same audience across all devices. – Tyler Hakes (@TylerHakes)
  • Agree with the rationale in situational advertising rather than ‘1 size fits all’ but not in treating mobile & tablet the same. – Laura McDonald (@lauramcdonald0)
  • I think Enhanced Campaigns should be like AdWords Express. An option for people short on time & PPC experience. – Emily Las
  • With 1:1 Mobile and Search Campaigns, that’s going to be quite the scrub. Only 1 mobile campaign for me so change sb minimial. – Brian Gaspar
  • I don’t agree with the rationale. Seems like a tricky way to get non-pros to spend on mobile. – Gil Hong (@ghong_af)
  • So far I fail to understand how this would necessarily make Google more money at our expense. Campaigns used to have 100% mobile as a default – a realistic bid adjustment makes Google less money. – Martin Rottgerding
  • I feel the additional ad extensions and reporting are a way to somewhat appease advertisers for going to enhanced campaigns. A little bit of give and take from Google. – Matt Umbro (@Matt_Umbro)
  • OK with all in one campaign if I had budget, and bid control when it comes to mobile and desktop, but tablets separate as well. – Bryant Garvin
  • My #1 issue is the inability to block desktop or tablets entirely–I need/want that level of control. – Theresa Zook (@I_Marketer)
  • I guess if they always gave us opt-out in the first place, then very few people would be using it and testing it. – Gil Hong
  • I’ll have to read more on the reporting. That’s my biggest concern. We’ll manipulate settings, but I want my data! – Michelle Morehouse
  • “Enhanced” rationale goes against long-standing best practices that guided device-specific strategies (that are now no good). – Emily Las
  • Exactly the same but to allow individual bids at a keyword level for mobile, tablet and desktop (as they are all different!). – Laura McDonald
  • I like the direction, but just like everyone else, I think the implementation is way off. – Rick Galan (@RickGalan)
    • It’s a shame because it was a week of multiple updates. This takes away from the value other enhancements could bring. – Brian Gaspar
      • Maybe they planned it to be on V-Day this whole time to try and woo us to enhanced campaigns. – Gil Hong
  • To a degree. But not making the ‘enhanced’ campaigns optional is clearly a big power and money grab. – Joseph Drury (@drurytheelder)
  • If the goal is to get people to use “more challenging” features, why change the easy stuff? – Aaron Levy (@bigalittlea)
  • My biggest frustration is that Google is still trying to say anyone can do AdWords – This has not been the case for years now! – Matt Umbro
    • Yes, I always hated the “It takes 5 minutes!” marketing of Google. It takes 5 minutes to give them your money. – Jeremy Brown
  • NO. Search PPC is SO VALUABLE because of it’s great combination of Control & Keyword Intent-based Targeting. – James Svoboda (@Realicity)
    • I don’t think all is lost. A few more features (keyword overrides, bid down desktop and tablets 100%, etc.) will help. – Jeremy Brown
  • To me, it’s pure shareholder pandering. They want more people opting in to mobile and those people paying higher CPCs. Opting in was probably poor word choice. Forced in? – Michael Wiegand (@mwiegand)
  • AdWords management is a highly specialized field – Google needs to realize this fact. – Matt Umbro
  • If it was for SMBs”¦ why didn’t they just roll this into AdWords Express? – Bryant Garvin
  • Seems like Google feels about PPC pros the way they do about SEO pros more and more. – Julie Bacchini
  • Wondering if this will hurt Google if big sophisticated campaigns cut back on some of their budget. – Bryan Cisler (@Bryan_Cisler)

Q2: Who benefits the most from Enhanced Campaigns?

  • Pizza shops! – Aaron Levy
    • Maybe it’s just me, but I’ve never used or seen anyone use AdWords to order pizza or find restaurants. – Matt Umbro
      • I’ve used Adwords to order pizza :) Local chain had better coupon when searching for Dominos. Was great PPC. – Jeremy Brown
    • You also forgot flower shops and plumbers. – Bryant Garvin
  • My initial thought is marketers who want to be everywhere, but don’t care past that. – Michelle Morehouse
  • Advertisers who want different bids for devices or states, but don’t need more control beyond that. Time-saver. I also think all advertisers beneft from better Sitelinks, etc. This isn’t all bad. – Jeremy Brown
    • I agree that some features are good, but cons in this case far outweigh the pros. – Matt Umbro
      • I think Google will give a little more control so some of the cons will be mitigated. No info on that yet though. – Jeremy Brown
  • Aside from Google”¦ SMBs and Brick and Mortar have the most potential benefit. For Ecom advertisers it messed them over. – Bryant Garvin
  • Basically everyone except for advertisers who had the technology to manage duplicated campaigns efficiently. – Martin Rottgerding
  • Google is not going after us with this. Will target SMB’s to use this by default instead of the more novice user. – Brian Gaspar
  • AdWords enhanced will mean worse ROI for some advertisers. But ROI will still be much better than alternatives so these advertisers will spend more or the same amount on AdWords. The problem Google had is that we are too awesome and our ROI numbers were too good. Leaving revenue on table for them. – Richard Fergie
    • This update isn’t nearly as impactful as Pands or Penguin, but will force strategy realignment. – Matt Umbro
    • Agreed– some advertisers have specific budgets set up to fuel mobile/tablet growth. what now? – Emily Las
  • Small, local advertisers will def. benefit. And the sitelink stuff is all good. – Melissa Mackey
  • AdLens is updating its portfolio algorithms to compensate for the mobile modifiers. We strive to thrive instead of just survive. – Chris Haleua
  • It would be ironic if BingAds benefited the most at the end of all this. – Gil Hong
  • I think Google, and specifically Android benefit most from the device targeting change. – Emily Las
  • Companies with a lot of offline advertising could benefit. Someone sees a bus wrap, searches on phone, converts at home. – Aaron Levy
  • It might influence more local businesses to put more of their budget towards Adwords and away from print, tv, & radio. – Bryan Cisler
  • Small local businesses, those who treat devices the same & who never targeted mobile, they now get opted in automatically. – Laura McDonald
    • Mobile was always set by default. They had to turn it off anyways. Now it’s just a little harder to turn off. – Jeremy Brown
    • Im not so worried about turning mobile off. I’m more concerned that when I turn it on, I have less control. – Chris Haleua
      • Yup, but I don’t think it’s a huge change for your average small business either way. They were opted into mobile b4. – Jeremy Brown
  • I also think that people who don’t waste too much time cursing Google & trying to revert what’s done may get ahead the competition. – Martin Rottgerding
  • In all seriousness, I can appreciate some aspects of Enhanced Campaigns. – Matt Umbro
  • Im skeptical that local will benefit as much as they say. I’ve met locals doing Adwords, and they didnt know what sitelinks were! – Gil Hong
    • Agree. Those who could benefit most aren’t sophisticated enough to understand the opportunities. – Theresa Zook
  • I actually like just about everything enhanced (except devices, obvi). Just think it’ll take getting used to. – Aaron Levy
  • I think people should focus less on the device issues w/ enhanced campaigns. Geo bid adjustments open up a whole new side of PPC. – Martin Rottgerding
    • That does open up a new side of PPC but what if your campaigns have little difference geographically? – Neil Sorenson (@iNeils)
      • Then you wouldn’t benefit much. But I think many advertisers could. – Martin Rottgerding
    • In reality, many of the features available in Enhanced Campaigns can be used now…just not in one campaign. – Matt Umbro
  • It’s good for people with little-to-no management time. To say it’ll be good for all SMBs is painting with broad strokes. – Michael Wiegand
  • Device issues are important. It is crazy to assume same things Orkney in all spaces. It’s called strategy for a reason! – Julie Bacchini

Q3: How will you be explaining Enhanced Campaigns to your clients (specifically how this new feature will impact their campaigns)?

  • Carefully. – Michelle Morehouse
  • We’ve written a POV for clients, and also tailor communication based on how it affects them. Some clients see little impact; others it’s HUGE. The mobile budget thing is huge for some advertisers. – Melissa Mackey
  • For those we broke out, I have to tell them we are forced to have mobile & desktop in same campaign again and less bid control. – Mark Kennedy (@markkennedysem)
  • It’ll greatly change how WE do things, it shouldn’t affect what THEY want to market or how they do it. – Aaron Levy
  • Let them know to be expecting changes and I will be monitoring their effects prior to recommending major changes. – Nicole Mintiens (@Tregesy)
  • You know all that stuff I’ve been talking with Google about and doing. We’re not doing that anymore. – Richard Fergie
  • "You really need to create that mobile site I’ve been urging you to do.” – David Szetela (@Szetela)
  • Recent Client Conversation: “We’ll be monitoring Enhanced upgrades & migration and hopefully will not have to rebuild campaigns.”
  • Explain the change & why. Current setup the impact will be minimal. This falls more in line with my company’s LEAN methodology. – Brian Gaspar
  • After it gets going we will likely mention it in their monthly report as well as how we adjusted their campaings because of it. – Bryan Cisler
  • Probably send out a very simple explanation that there might be some fluctuation. Most of our clients are not internet saavy. – Gil Hong
  • I have clients that either do not want to spend on mobile or want to do so in a very limited fashion. They are pissed. – Joseph Drury
  • Really, a lot of it is on our end, not the client’s. Some may not even notice. – Melissa Mackey
    • They will notice in increased – and not planned for – billings to address this stuff. – Julie Bacchini
    • I have a feeling this will impact ROI in the short run which all advertisers hopefully notice. – Bryant Garvin
  • Definitely easier management for some accounts. At times, I really like having data in one campaign. – Jeremy Brown
  • First thing I’ll tell is that we have until June. No need to rush things. Then we’ll play through the migration first. – Martin Rottgerding
  • Embarrassing for clients I worked on for years and JUST convinced to split mobile into separate campaigns. – Theresa Zook
  • What this means to your account – how our account will be assembled going forward. Could take a few weeks to test the waters. – Logical Media Group (@LogicalMediaGr)
  • Only mentioning where relevant or where the client asks. For some clients, this will be minor. For others, not. – Jeremy Brown
  • Depends on how close the client is to the workings/structure of the account and trust level of their ppc analyst. – Nicole Mintiens
  • They’ll have to know about this since they’re paying for the time it needs to migrate. – Martin Rottgerding

Q4: What workarounds (if any) will you be implementing to negate the effects of Enhanced Campaigns?

  • Responsive Designed Websites. Really. Responsive Design is going to be the first option. Hopefully we have enough time to work with clients. – James Svoboda
  • Focus on providing better post-click experiences on mobile to improve conversion rates and hopefully justify higher mobile CPCs. – Chris Haleua
  • Importing all campaigns from AdWords to BingAds prior to major changes due to predicted future syncing issues. – Nicole Mintiens
  • Interested to see whether we can create a Display campaign with “old” settings, then change the campaign to Search. – David Szetela
  • Sitelink revision specific to adGroups, clarifying phone numbers for call extensions for mobile tracking. – Brian Gaspar
  • I’m, personally, gonna wait it out and see if we get a “Rotate Indefinitely”-type compromise from Google. – Michael Wiegand
  • Liberal use of -100% bid modifier and scheduling of call extensions. Beyond that, not sure yet. – Joseph Drury
  • Being in-house, I’m focused on setting expectations internally about control over device-specific activity. – Emily Las
  • Start by bidding mobile DOWN to reasonable level–until inadvertent overbidding by clueless advertisers drives click costs up. – Theresa Zook
  • Not much in the very short term. Will let things play out for awhlie before making sweeping changes. – Jeremy Brown
    • Agreed. I think we have to maintain a wait and see attitude…as much as we don’t want to. – Matt Umbro
    • You’re right. Could still be bugs in making changes. Better to make small incremental changes instead of a Big Bang. – Brian Gaspar
  • Take advantage of new-ish valuetrack parameters {device} and {devicemodel} to refine reporting. – Chris Haleua
  • Currently we buy separate phone#’s to track desktop and mobile calls, wonder if we can still have different call/loation ext. – Gil Hong

Q5: At a high level, how do Enhanced Campaigns affect you or your company’s PPC methodology?

  • We are nervous Google will take away more transparency like Quality Score for example. – Stuart Draper (@GetFoundFirst)
  • The strategies will remain largely the same, just new tactics. – Aaron Levy
  • Completely changes campaign structure and naming methodology. – David Szetela
    • Totally agree with you it’s all about the bottom line and erosion of eCPM which is what they report in their financials. – Bryant Garvin
  • Since we provide other web services other than ppc, the answer we’ll get from the execs… “just do it!” – Gil Hong
  • AdWords keeps us on our toes & our PPC methodology adjusts as needed to improve our best practices. Constant improvement. – Nicole Mintiens
    • As they say, “The only constant is change.” – Eric Bryant (@GnosisArts)
  • Just change the process as it relates to mobile settings on Campaign, rather than creating a mobile specific campaign. – Brian Gaspar
  • Seriously, don’t know if fundamental/strategic thinking change(s) needed. Just methodology to try & control targeting. – Theresa Zook
  • Only puts more emphasis in terms of keeping up with trends in the space as well as fostering relationships with Google reps. – Brian Gaspar
  • It will be very interesting to see whether FB gives transparency on Mobile V. Computers once they run mobile ads. – Stuart Draper
  • Since we already push mobile on a majority of our clients, there won’t be much to change methodology-wise. – Gil Hong
  • Big shift for some enterprise level clients to not set budgets by device. But strategy remains the same. Just more difficult. – Joseph Drury
  • In all seriousness, these updates have pros and cons but it’s still a testament to the constant innovation in our industry. – Matt Umbro
  • I think the migration is the biggest thing to worry about right now. Next up is a strategy for bid adjustments. – Martin Rottgerding
  • Not a major shift in strategy. We always saw device and campaign breakouts as “juice must be worth the squeeze”. – Jeremy Brown
  • A lot will hinge on the UI of implementation – in AdWords web and AdWords Editor. – David Szetela

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Aaron Levy (@bigalittlea)
• Brian Gaspar (@BGaspar)
• Bryan Cisler (@Bryan_Cisler)
• Bryant Garvin (@BryantGarvin)
• Chris Haleua (@chrishaleua)
• David Szetela (@Szetela)
• Emily Las (@emlas)
• Eric Bryant (@GnosisArts)
• Gil Hong (@ghong_af)
• Jeremy Brown (@JBGuru)
• Joseph Drury (@drurytheelder)
• Julie Bacchini (@NeptuneMoon)
• Laura McDonald (@lauramcdonald0)
• Logical Media Group (@LogicalMediaGr)
• Mark Kennedy (@markkennedysem)
• Martin Rottgerding (@bloomarty)
• Melissa Mackey (@Mel66)
• Michael Wiegand (@mwiegand)
• Michelle Morehouse (@michellemsem)
• Neil Sorenson (@iNeils)
• Nicole Mintiens (@Tregesy)
• Richard Fergie (@RichardFergie)
• Rick Galan (@RickGalan)
• Stuart Draper (@GetFoundFirst)
• Theresa Zook (@I_Marketer)
• Tyler Hakes (@TylerHakes)
 

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This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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5 Responses to Enhanced Pay Per Click Campaigns

  1. [...] Enhanced Pay Per Click Campaigns, PPC Chat Streamcap [...]

  2. Some great feedback on how to improve enhanced campaigns. I think its a shame you can’t do Tablet specific bids. I once had a client that designed Tablet cases and would only want to bid on this device not desktops.

  3. [...] Google Enhanced Campaigns: Global PPC Chat Streamcap [...]

  4. [...] Google Enhanced Campaigns: Global PPC Chat Streamcap [...]

  5. […] Enhanced Pay Per Click Campaigns Streamcap – Feb 12, 2013 […]

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