1. Deep Dive into
Enhanced CampaignsPreparing for EC
Crystal (Anderson) O’Neill
SEER Interactive
www.SEERInteractive.com

2. 30 Second Background:
• Lead PPC Division at SEER Interactive
– AdWords & adCenter Qualified Company
– PPC, SEO, Analytics
• Began PPC career in 2006
– SEO, Media, Analytics & Biz Dev Background
• International experience in B2B, B2C, E-comm PPC
accounts & budgets from a few thousand to six
figures

3. Why Enhanced
Campaigns?

4. “Reach consumers at the moments that
matter across devices with more relevant
ads”
- Google

6. Take a Deep
Breath and
Get Started …

7. How I Learned

8. Getting Started
Know Your Stuff
Watch the webinars
Read the blogs
Read the upgrade guide

9. Practice Makes Perfect
Test upgrading to EC to get familiar with the steps and
options:
 How long it will take you
 What options you have
 Where new settings are located
 How bid adjustments will work

10. Test Yourself
 Transition an old campaign
 Create a test AdWords account/campaigns
Be sure to create Desktop and Mobile campaigns to
practice merging campaigns
 Test upgrading with interface and editor

11. How I Prepared

12. Getting Started
Conduct an Audit
Identify which devices campaigns are currently
targeting
Identify campaign settings
Check out geo data – need to setup geo bidding?
Do you need to transition sitelinks?
What about call extensions?
Day parting?

13. Getting Started
Conduct an Audit
Identify if you will need to merge campaigns to
upgrade
Do you have separate mobile, tablet and/or
desktop campaigns?

14. Create A Plan
Use your audit to determine how each campaign
will be upgraded
If you need to merge campaigns 2 important
considerations:
Primary campaign
Longest history
Most statistics
Higher investment
Quality Score
Try to preserve keywords, ads, landing pages, and device
combinations to keep QS intact (as much as possible)

15. Budget The Time
5-10 minutes for basic upgrades
Example: Desktop only campaign being upgraded
Use Editor bulk when you can to save time
25-30 minutes for more complex upgrades
Merging campaigns
Creating mobile only ads
Implementing bid adjustments

16. Don’t Forget Details
Don’t forget about sitelinks and bid adjustments!
Remember they can now be campaign or ad group
level
25 characters max
Don’t forget you
cannot have phone
numbers in ads; Use
call extensions!
Bidding – calculator
example

17. Budgeting
If you have to merge campaigns, don’t forget to
merge budgets!
Tip: Look at budget trends for all old campaigns
to determine where to set your Enhanced
campaign budgets

18. How I Prepared
Clients

19. Be Proactive
Explain what Enhanced campaigns are
Be prepared for questions! Remember that
clients/stakeholders often have only basic knowledge
of what you do
Don’t focus on only the
negatives; Be sure to
share the benefits of
Enhanced campaigns
Good opportunity to
‘upsell’

20. Set Expectations
Proactively address how performance may be
affected
If you had opted out of tablets before due to poor
performance, what will happen now?
If you had mobile only campaigns before, and they now
must run on desktops/tablets, how do you anticipate
performance to be affected?
Think about what re-training is needed
Separate campaigns are no longer needed
Managing bidding will change
Device targeting will change

21. Post Upgrade Plan
Don’t set and forget (brand new baby – image?!)
Monitor performance closely
Keep an eye out on CPCs
Keep an eye out for how your traffic is splitting
Budgets
Be proactive in sharing results
Be proactive in creating plans for optimizing and
testing as you aggregate data

22. In Summary …
Do your research
Test upgrading
Conduct an audit
Prepare your plan
Execute your plan
Set expectations
Have a post upgrade plan

23. Thank you!
Ask Me Anything, Anytime:
• Twitter: @Crystala
• Email: crystala@seerinteractive.com