Google Enhanced Campaigns – Why Switch Now
Following on from our earlier blog (Google's Enhanced Campaigns: 10 Things You Need To Know), there has been much discussion about why they should be adopted sooner rather than later. We have begun to move accounts to the new setup, but have you yet, or are you a little bit in denial over what it will mean for your account? That’s ok, but here are three key benefits of it that may make you think again about when you complete the switchover.
One, you are finally able to see reporting data for individual Sitelinks. This has been so limiting in the old setup where you could only review performance for Sitelinks as a set and the smallest change would result in the statistics resetting. Now you can scrutinise this performance in great detail against other sitelinks and even compare across campaigns to find your top performers and boost your click through rate further, or easily include those short term offers and know the full impact of the promotion.
Two, the Geo-specific bid multiplier will become invaluable if you or your client has a physical store or operate showrooms. Now you can target mobile users (that’s users that are mobile, not mobile phone users) with bid increases to give yourself an edge when trying to attract local custom. Of course now this can be scheduled too, so once your shop closes, you can shut down your Ad Extensions for the night too. This can also be done with call extensions to save the cost of potential customers ringing into an empty call handling centre.
Finally, three: It will make managing your account so much more simple. Previously we split out Desktop, Tablet and Mobile traffic into separate campaigns and whilst it worked well, it was easy to lose sight of your overall account strategy. Now that campaigns are back to being integrated we can build up data sets much more quickly and therefore the reaction time is going to improve. Not only is this data quicker to accrue, but statistically it is also more likely to be correct. (A 33% conversion rate is great, but when its 1 from 3 clicks, it isn’t exactly a significant data set on which to base a bid change).
So now is the time to get switching. Give yourself as much time as possible to get used to this change and to get testing on the new features. As a bonus benefit, enjoy that smug sense of self-satisfaction you will gain when in the summer your contemporaries are panicking over last minute account migration and you are enjoying the one week of sun we are due in late July, knowing your accounts are running like the proverbial clockwork.