What are Google Enhanced Campaigns?

1. What Are Google
Enhanced Campaigns
Dr. Augustine Fou
http://linkd.in/augustinefou
March 2013

2. Search for “Pizza”
Looking for
User searches for “pizza” a place for
… from smartphone around lunch
noon in the city
User searches for “pizza” Looking for
… from desktop computer on pizza home
on Friday night in suburbs delivery
Context-aware search results are becoming more necessary
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3. Automatic Bid Adjustments
Manage bids across devices, locations, and time-of-day
• Manage ads across all devices from the same admin interface
• Increase bids when user is on smartphone and less than 5 mi away
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4. Ads Based on User Contexts
The right ad and extension based on device capabilities
• When store is open, ad links go to store locator
• Physical store closes at 5p; ad links change to direct user to website
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5. New Conversion Tracking
New actions can be tracked, along the path to purchase
• Measure actions along the path to purchase such as click-to-calls,
request for info forms, downloads, app installs, etc.
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6. Screen-based consumption
Source: Google, August 2012 Multi-screen World
-6- Augustine Fou

7. Users getting more advanced
Source: Google, August 2012 Multi-screen World
-7- Augustine Fou

8. So What?
“By incorporating location, context, and time
Google Adwords Enhanced Campaigns can
better target ads, adjust ad links, adjust bids,
etc. to drive better business results;
additionally other actions throughout the
purchase path can be tracked and analyzed for
finer grain tuning of campaigns.”
- Dr. Augustine Fou
-8- Augustine Fou

9. Dr. Augustine Fou – Agency Czar
“I advise clients on using new tools
and insights from digital to improve
all marketing, traditional and
digital.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
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acfou@mktsci.com