Enhanced Campaigns 2 Months Later

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “”Enhanced Campaigns 2 Months Later.” The following is the transcribed Streamcap from the live chat:

Q1: Which statements about EC that you originally made do you now disagree with/have a different opinion (if you do at all)?

  • AdGroup level sitelinks will be good. – Theresa Zook (@I_Marketer)
    • You don’t think these are good? – Matt Umbro (@Matt_Umbro)
      • That may have been too strong. They’re good. Just–not quite what I expected. – Theresa Zook
  • Ease of data reporting and ad group level sitelinks have been the main advantage so far. Still in process of transition. – Michael Veal (@m_veal)
  • My mobile bid adjustments are out of control with enhanced campaigns. There is a lot more work to do to find the right balance. – John Ellis (@JohnWEllis)
  • Need tablet bidding for enhanced campaigns, already see much higher CPCs and CPLs for accounts migrated over. – Leslie Drechsler (@ppcbuyers)
  • If anything, the change seems MORE hastily thrown together than first thought, but I’m confident it’ll improve over time. – Aaron Levy (@bigalittlea)
  • None really. Most changes are helpful, but a few things are ridiculous (i.e. – tablet bidding). – Jeremy Brown (@JBGuru)
    • I do think we will eventually get tablet bidding…when is the question. – Matt Umbro
      • I’ll keep beating the drum until we see it. Tablets can be quite bad for B2B with long forms. – Jeremy Brown
  • Inability to bid by device by time of day is a drag. – Nathan Kilen (@nathankilen)
  • Will be nice to finally have Offer Extensions be available to use. – Brian Gaspar
  • I do like the individual reporting for sitelinks. But it saddens me that my sitelinks aren’t really being clicked much. – Eric Bryant (@GnosisArts)
  • First impressions are pretty much holding true. – Bethany Bey (@Bethany_Bey)
  • I still wish they would give us more granular bid modifier control with enhanced campaigns but I am more confident we can adapt. – Chris Haleua (@chrishaleua)

Q2: Are your new campaigns now being built utilizing EC? Why or why not?

  • Yes. Biting the bullet & doing it. – Theresa Zook
  • Generally no. We have some test campaigns on EC, but waiting to transition unless there is a specific gain. – Jeremy Brown
  • For the most part, yes. I have enough migration to do over the next couple of months…might as well not have to add to it. – Matt Umbro
  • Yes – it’s here to stay – I’m forcing myself to adapt. – Steve Cameron (@adventcom)
  • Yes, no sense in hanging on to a dying breed for the sake of metrics. Learn. Adjust. Grow. – Nicole Mintiens (@Tregesy)
  • I’ve switched all my campaigns to EC, but not utilizing all of the features yet ie ad group sitelinks. – Bethany Bey
  • Not yet, I want baseline data so I can see how the changes effect even the new stuff. – Heather Cooan (@HeatherCooan)
  • SearchCenter & Media Optimizer both support EC, but users still control timing. Most are choosing to migrate before May. – Chris Haleua
  • I’ve only switched 1 of 4 campaigns over 2 Enhanced. Still 2 early 2 tell, but it doesn’t appear 2b performing that differently. – Eric Bryant
    • My issues aren’t w/performance worries (not entirely a sea-change in how ads are served) but w/management problems. – Theresa Zook
      • Oh I’m worried about that too. Esp. the not being able to run mobile-only. I’m still stuck on this one. We have a tablet-only campaign that’s kicking butt. I fear for this one w/ EC. Really at a loss here. – Eric Bryant
        • I’d totally keep that one legacy until forced to migrate. – Theresa Zook
  • Yes & No. Campaigns that I want to utlize AdGroup level Sitelinks yes, otherwise everything else Legacy for now. – Brian Gaspar (@BGaspar)
  • Yes, because it’s inevitable. New campaigns = new strategic considerations. – Nathan Kilen
  •  We are moving to a new site in June, will have to be some modifications to the account, so better to change then. – Brian Gaspar
  • Not utilizing EC for the most part mainly because we don’t have many mobile only campaigns. – Tyler Purcell (@tylerpurcell)
  • I have not converted mine yet either! Working on it behind the scenes for now, about to have to for one client. – Julie Bacchini (@NeptuneMoon)
  • I mostly switched because I have to teach EC and need to seem like I know what I’m talking about. – Bethany Bey
  • Studying geo-bidding options for enhanced campaigns now to see if I can find a benefit. – Theresa Zook
  • Most definitely! The times they are a-changing. – Jennifer Vickery (@JennVick)
  • I won’t let Google do it for me, but I’m not ready to transition yet. Almost ready to test some little guys. – Heather Cooan
  • Yes, as we’ll have to move over at some point in the near future anyway. Can’t see any reason why not to do so. – Michael Veal
  • Obviously I don’t like all of the features (ie: no tablet specific bidding), but we have to adapt to EC! – Matt Umbro
  • Change was minimal for me as well. Only 2 campaigns of mine were mobile, 1 of which I turned off late last year. – Brian Gaspar
  • Not building new ones in there bc I want to see if they work in what I’m used to first. Starting to transition a few though. – Aaron Levy
  • Reasons on waiting: 1. Collecting data and 2. Hoping they change a few features (i.e. – tablet bidding). – Jeremy Brown
  • Started to transition some but then didn’t get ad scheduling or location bid modifier tabs so decided to wait and research. – Bryant Garvin (@BryantGarvin)
  • I think its important to point out the difference between creating and utilizing ECs. – Tyler Purcell
  • Don’t fear the inevitable. Be an innovator. Improve not regress. – Nicole Mintiens
  • I’ve also been trying EC a lot more because I have to train my team & make sure they know exactly what to do/not do when migrating. – Matt Umbro
  • Dip a toe, then dive in. Don’t let Google shove you into the EC pool. – Nathan Kilen
  • Yes, all new campaigns – it’s going to be forced soon enough anyway. Also have found huge benefit from upgraded sitelinks, geo bid modifiers, etc. right away for new campaigns. – Timothy Jensen (@timothyjjensen)
  • I’m more concerned about tablet-bidding. That mobile-only hacks should work most of the time. – Jeremy Brown
    • Interesting. I don’t currently have a mobile-only client, so tablet bidding is my biggest issue as well. – Theresa Zook
      • Yes, plus less math to figure out bid modifiers! Too many permutations now. – Julie Bacchini
  • We’ve been embracing EC with open arms for new campaigns, even when other campaigns aren’t running it. – Doug Thomas (@ferkungamaboobo)

Q3: How extensively have you used Enhanced Campaigns and what have the results been?

  • Some test campaigns. Generally positive for quickly adding on mobile with lower bids and separate state bids. However, haven’t used EC for any clients where Tablets are turned off due to performance. Will lower bids. – Jeremy Brown
  • Migrating campaigns bit by bit is the plan. Not many notable changes as of yet. – Michael Veal
  • Trying to force the EC campaigns to behave like legacy! – Steve Cameron
  • Transitioned a majority of my accounts & seen improved metrics w/o dip in mobile traffic or conversions. – Nicole Mintiens
  • I’ve migrated some campaigns over, haven’t seen any earth shattering results. slightly higher CTR w some ad group site links. – Logan Durant (@THELoganDurant)
  • So far I haven’t seen much of a difference by going to EC…I do see more clicks on sitelinks though. – Matt Umbro
  • Migrated smaller spend accounts, but no larger clients until next month. tablet CPCs/CPLs already much higher in EC campaigns. – Leslie Drechsler
  • Not extensively. Enabling option to use features like AdGroup level Sitelinks. CTR improvement on campaign/adgroups with it. – Bryant Gaspar
  • Main EC lesson learned the hard way so far: be careful w/ mobile bid modifiers in bulk sheets. E.g. 50% means +50% means 1.5X. – Chris Haleua
  • Location bid adjustments and enhanced sitelinks. No mobile clients, so immediately set bids to -100%. Nothing too extensive. – Bethany Bey
  • Switching to EC is also a good way to spring clean your PPC campaigns! – Matt Umbro
  • Not convinced Phone Call performance data is close to accurate. – Nathan Kilen
  • Can’t honestly say I’m seeing huge differences, but I started w/the accts least-likely to see negative impact. – Theresa Zook
  • Something to think about: Wonder if Google plays favorites by rewarding early adopters of EC. – Nicole Mintiens

Q4: What workarounds have you been using to negate the effects of EC (if you have been)?

  • I still create location specific campaign…I’m not going to combine my locations and deal with a ton of multipliers. – Matt Umbro
  • Not using yet, but aware of them for broader transition. Will bid mobile at -100% for many campaigns. – Jeremy Brown
  • Workaround for mobile URLs through the {ifmobile} valuetrack parameter http://{ifmobile:m.}adobe.com?someparam=abc
  • Avoidance. Not psychologically healthy, but my coping mechanism thus far. – Tally Keller (@tallykeller)
  • -100% on mobile in camp1, with a mirrored camp2 at mobile +300%. Works when your Cpc’s are high. – Max Fink (@maxfink_SEM)
  • Bids to 25% mobile multiplier to 300% to take out desktops and tablets. – Steve Cameron
  • Still split by location as well bc usually I want different ad text in different locations, not just different bids. – Bethany Bey
  • I still create location specific campaigns too! I think it keeps it cleaner that way and I like it more. – Derek Ostler (@DerekOstler)
  • None really, effects haven’t been negative. Numbers are up YoY through Q-1 and trending to be over plan numbers. – Brian Gaspar

Q5: How are you determining what your mobile bid adjustments should be?

  • Looking at past stats, whenever possible, to see how mobile vs. desktop has averaged. – Timothy Jensen
    • Agreed, if you have legacy mobile campaigns utilize the data. – Matt Umbro
  • Not applicable due to not having a mobile optimized site. Keeping it on par with desktop for the time being. – Brian Gaspar
  • You need to be able to calculate Mobile Rev, review ROI, then make adjustments. Same as always. – Max Fink
  • Because at campaign level currently I am taking an average difference between desktop and mobile campaigns keyword level bids. – Bryant Garvin
  • Data if there, testing if not. Clients with a strict ROI focus will likely be bid -100%. Growth-clients: -50%. – Jeremy Brown
  • It depends. :0 Testing -50% or -75% in a couple of places. Using -100% in many places. – Theresa Zook
  • Dependent on how mobile has performed historically & how important phone calls are (especially Click 2 Call). – Joe Castro (@PPCJoeC)
  • (trick for testing): Use GA engagement data as an early proxy if you don’t have enough conversion data. – Jeremy Brown
  • Review legacy mobile, bit of math, educated guessing, & crossing fingers. – Nathan Kilen
  • Historical data if present. Otherwise, keyword research. – Logan Durant
  • As a staring point, looking at historical mobile cpc’s to determine the bid multiplier. – Nefer Lopez (@Nefer_L)
  • Make sure the {device} and {devicemodel} valuetrack params are in all URLs so the conversion data can be segmented. – Chris Haleua

Q6: What is the biggest CPC spike folks have seen because of bid modifiers?

  • My highly optimized segment of Mobile +300%, 6-7PM +300% and Homer, Alaska +300%. – Matt Wilkinson (@WilkinsonSEM)
  • Limited testing so far so haven’t seen one. Expect some on mobile at some point. – Jeremy Brown
  • Haven’t seen CPC’s spike as much but I’ve seen overall position increase since EC’s took over. – Brian Gaspar

Q7: How have Enhanced Campaigns fundamentally changed the way you run PPC campaigns?

  • They haven’t and likely won’t. Some small changes. Certain clients may need lower bids to maintain ROI. – Jeremy Brown
  • Has elicited a new checklist for creating campaigns and added some new tasks. – Matt Umbro
  • Nope. Honestly just galvanized the way we were thinking before. – Doug Thomas
  • From a fundamental standpoint, I now ensure that new campaigns have mobile specific ads and ad group level sitelinks. – Matt Umbro
  • Mobile is no longer an occasional side conversation. Its now a focus (for better or worse) in every account structure decision. – Chris Haleua
  • It’s also been a great sales tool, clients that ran PPC in-house no longer have the workforce/knowledge to keep up w/ EC changes. – Matt Wilkinson
  • Nothing fundamental since I’m not running mobile. I can look at geographic reports in settings instead of dimensions. – Bethany Bey
  • Also reconsidering the use & benefits of the enhanced call metrics. – Nicole Mintiens
  • Fundamentals are the same. Just more wary of increased mobile spend w/o the accompanying ROI. – Nathan Kilen


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.


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

• Matt Umbro (@Matt_Umbro)
• Paul Kragthorpe (@PaulKragthorpe)
• Aaron Levy (@bigalittlea)
• Bethany Bey (@Bethany_Bey)
• Brian Gaspar (@BGaspar)
• Bryant Garvin (@BryantGarvin)
• Chris Haleua (@chrishaleua)
• Derek Ostler (@DerekOstler)
• Doug Thomas (@ferkungamaboobo)
• Eric Bryant (@GnosisArts)
• Heather Cooan (@HeatherCooan)
• Jennifer Vickery (@JennVick)
• Jeremy Brown (@JBGuru)
• Joe Castro (@PPCJoeC)
• John Ellis (@JohnWEllis)
• Julie Bacchini (@NeptuneMoon)
• Leslie Drechsler (@ppcbuyers)
• Logan Durant (@THELoganDurant)
• Matt Wilkinson (@WilkinsonSEM)
• Max Fink (@maxfink_SEM)
• Michael Veal (@m_veal)
• Nathan Kilen (@nathankilen)
• Nefer Lopez (@Nefer_L)
• Nicole Mintiens (@Tregesy)
• Steve Cameron (@adventcom)
• Tally Keller (@tallykeller)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)
• Tyler Purcell (@tylerpurcell)

Enhancing the Enhanced Streamcaps

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

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One Response to Enhanced Campaigns 2 Months Later

  1. Great to see the positives and negatives to using Enhanced Campaigns. I’m still disappointed that you can’t only target tablets but I’m told this could soon change.

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