Earlier this week, Google announced a set of improvements to AdWords they are calling enhanced campaigns.
The announced changes help deal with the reality that people use different devices (and often switch from one to the other throughout the day) to communicate and shop. They want results that are relevant to where they are, what they’re doing, and when they’re doing it.
Enhanced campaigns make it easier to customize ads and adjust bids depending on your customer’s location, device, and time of day. Here is an example from the Adwords post that illustrates how this type of flexibility can help a breakfast café:
A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.
It appears that these “new” features are more of a consolidation of existing features – meaning you will now be able to do things in one campaign that in the past may have required multiple campaigns (i.e. one campaign for desktop searchers and a separate one for mobile). This should save time and make life a little simpler for small business advertisers.