Why you should set up a new campaign to start learning and experimenting with the new Enhanced Campaigns system.
Google's Enhanced Campaigns were announced last week, and this week you may well have received an email from Google explaining the transition from the existing campaign structures to the "new and improved" Enhanced Campaigns.
In the email to advertisers, Google explained that: "All new campaigns that you create will be enhanced campaigns by default, but you can choose the older campaign style for a few more months. Starting in June 2013, we plan to upgrade all AdWords campaigns to enhanced campaigns. You can log in and begin upgrading your existing campaigns now to take advantage of the useful improvements." Therefore, if you received the email, you have the option to start the transition immediately.
Opinions differ within the industry as to whether the new campaign structure and the "features" will be a positive or a negative for advertisers - the answer is of course, "It depends." For example, I recently discussed the issue with folks at a retail marketing conference. Hugo Guzman, senior manager, online marketing at HSN, believes search marketers should be proactive about Enhanced Campaigns and stated: "I think it's an opportunity to innovate and get a leg up on competitors by figuring out how to work in that new campaign structure environment as soon as it becomes available (as opposed to waiting until it's mandatory later this year)."
Other advertisers and agencies are concerned because - as Google indicated in its email messages and on its post - "Enhanced campaigns with search ads will no longer support targeting by devices or wireless carriers. Campaigns running only display ads will continue to support targeting specific device models and wireless carriers." You'll still have an opportunity to adjust bids based on a bid modifier percentage off of your base bid. The bid modification percentages can be positive or negative up to 100 percent negative (essentially turned off). However, not all the campaign settings you've been used to are up for grabs. One of the ways of thinking about the percentage boosts and percentage negative modifiers is as a bid vector that points the final bid in the optimal direction.
While some marketers may want to be early adopters of the new campaign structure, style, and methods, others would be wise to work on their sites before proceeding with Enhanced Campaigns. To assist you in making the decision as to whether to embrace Enhanced Campaigns and bid vectors early, converting existing campaigns to the new system, or wait, I've isolated several key factors below. However, even if several of these factors suggest you wait till campaigns are switched over in June, I do recommend setting up a new campaign or several new campaigns to start learning and experimenting with the new Enhanced Campaigns system.
There are additional reasons to consider and I may craft a follow-up column on those. In the meantime as you explore the new campaign style, one thing that is important to understand is the way in which multiple bid modifiers interact, because the example given by Google indicates that the modifiers act like compound interest. The example given is:
Say you've set a $1 Max CPC ad group bid. You decide to add a +20% adjustment for California, and -50% adjustment for Saturdays. Your resulting bid for a search that occurs in California on a Saturday will be $0.60. Here's the math:
Starting bid: $1
California adjustment: $1 x (+20%) = $1.20
Saturday adjustment: $1.20 x (-50%) = $0.60
Resulting bid for searches in California on Saturday: $0.60
Therefore, don't think about modifiers all modifying the base bid by a fixed number, because in the above example the impact of one modifier alone (numerically) is different depending on whether or not other modifiers exist. Think about it as changing percentages.
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Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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