The rollover date for all Google campaigns to upgrade to Enhanced is coming fast. Are you ready? Learn what the new format has to offer in this summary presentation. This was pulled together from a list of resources and has filtered down for the most important new developments.

1. Google AdWords Enhanced
Campaigns
What You Need To Know

2. Platforms Blending
• Search Intent now trumps platform
• PCs and Tablets combined
• Mobile no longer separate campaign
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3. Bidding: New Options
• Can set Bid adjustments by:
– Mobile (increase / decrease by ?%)
– Specific Location
– Proximity to Your Location
– Time of Day (bid less after hours)
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4. Other Changes to Mobile
• Now: Custom Targeted Ad Texts for mobile
devices
• Upcoming: Special offers for mobile
browsers
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5. Quality Scores
• Weighted average of platform QS’s
– DT + Tablet + Mobile
– Each weighted according to the associated
historical click volumes
– Cannot break out QS by platform any more
• Google claims this will allow for increased
ROI
– Because they will vet out where the clicks
should go
– We shall see how it works…
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6. Better Call Tracking Built-In
• Enhances existing call tracking
• Google’s script must be present
• New lead scoring features
– Differentiate between leads and inquiries
– Call duration can be a key indicator
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7. Issues: Upgrading Legacy
Campaigns
• Complex process to migrate and merge
campaigns targeting disparate platforms
• May impact keyword targeting as much as
bids
• Plan ahead to avoid errors
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