SlideShare une entreprise Scribd logo
1  sur  24
Télécharger pour lire hors ligne
Google AdWords
Don’t Panic and Carry On:
What Google AdWords Enhanced
Campaigns Mean for Your PPC
MICHAEL DURWIN
DIRECTOR OF MARKETING
mdurwin@exclusiveconcepts.com
MATTHEW UMBRO
DIRECTOR PAID SEARCH
Founder PPCChat
mumbro@exclusiveconcepts.com
Agenda
Digital Landscape
What are Enhanced Campaigns?
Key Takeaways
Questions
Agenda
Digital Landscape
What are Enhanced Campaigns?
Key Takeaways
Questions
Context Creates New Opportunities
Different Devices - Different Intent
Google AdWords Enhanced Campaigns
One Campaign to Rule Them All
Legacy Campaigns
Features
Mobile Specific Ads
Ad Extension Scheduling
Key Takeaways
Account Migration
Migration Deadline – mid-2013
You Can’t Avoid Mobile, Sorta
Tablets
Smart Ads
Advanced Ad Extensions
Adjust Bids by Location & Device
Mobile Device Bidding
Q & A
Q & A
Watch your Inbox for an email coming from us soon…
- To Download this deck
- Watch a video of this webinar
- To learn more about our PPC services
- Download our PPC and Google Shopping brochures
- Sign up for Google Shopping Webinar
Feel free to share anything you’ve learned here or visit our website: www.exclusiveconcepts.com
Thank you!

Contenu connexe

Similaire à Enhanced Campaigns with Google Shopping

Different Types of Google Ads PDF.pdf
Different Types of Google Ads PDF.pdfDifferent Types of Google Ads PDF.pdf
Different Types of Google Ads PDF.pdfPSudhaRani1
 
Tips for Improving Google Shopping Campaign results
Tips for Improving Google Shopping Campaign results Tips for Improving Google Shopping Campaign results
Tips for Improving Google Shopping Campaign results Elizabeth Clark
 
Deep Dive into Enhanced Campaigns
Deep Dive into Enhanced CampaignsDeep Dive into Enhanced Campaigns
Deep Dive into Enhanced CampaignsSeer Interactive
 
Hero conf enhanced_anderson
Hero conf enhanced_andersonHero conf enhanced_anderson
Hero conf enhanced_andersoncrystal-anderson
 
The power of Programmatic marketing!
The power of Programmatic marketing! The power of Programmatic marketing!
The power of Programmatic marketing! snvrtt
 
#3月瘋行動 從香港到海外移動平台推廣介紹
#3月瘋行動 從香港到海外移動平台推廣介紹 #3月瘋行動 從香港到海外移動平台推廣介紹
#3月瘋行動 從香港到海外移動平台推廣介紹 AdWordsGreaterChina
 
LikeBulbs company profile - v1.2
LikeBulbs company profile - v1.2LikeBulbs company profile - v1.2
LikeBulbs company profile - v1.2Eugene Than
 
Digital Marketing Course Syllabus PDF
Digital Marketing Course Syllabus PDF Digital Marketing Course Syllabus PDF
Digital Marketing Course Syllabus PDF Faraaz Shaikh
 
CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners. CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners. KUKU Babatunde
 
Introduction to Pro Motion
Introduction to Pro MotionIntroduction to Pro Motion
Introduction to Pro MotionPro Motion, Inc.
 
Sum Technologies’ Presentation
Sum Technologies’ PresentationSum Technologies’ Presentation
Sum Technologies’ PresentationSum Technologies
 
London MUG Sept 23.pptx
London MUG Sept 23.pptxLondon MUG Sept 23.pptx
London MUG Sept 23.pptxAdele Miller
 
Internet Vidya - Digital Marketing Courses
Internet Vidya - Digital Marketing CoursesInternet Vidya - Digital Marketing Courses
Internet Vidya - Digital Marketing CoursesPallavi Bharaske
 
Medha Dixit - Digital Marketing Nanodegree
Medha Dixit - Digital Marketing NanodegreeMedha Dixit - Digital Marketing Nanodegree
Medha Dixit - Digital Marketing NanodegreeMedha Dixit
 

Similaire à Enhanced Campaigns with Google Shopping (20)

Google Adwords Details Media Kit
Google Adwords Details Media KitGoogle Adwords Details Media Kit
Google Adwords Details Media Kit
 
Different Types of Google Ads PDF.pdf
Different Types of Google Ads PDF.pdfDifferent Types of Google Ads PDF.pdf
Different Types of Google Ads PDF.pdf
 
Tips for Improving Google Shopping Campaign results
Tips for Improving Google Shopping Campaign results Tips for Improving Google Shopping Campaign results
Tips for Improving Google Shopping Campaign results
 
Advanced diploma in google adwords and adsense – CIQ
Advanced diploma in google adwords and adsense – CIQAdvanced diploma in google adwords and adsense – CIQ
Advanced diploma in google adwords and adsense – CIQ
 
Deep Dive into Enhanced Campaigns
Deep Dive into Enhanced CampaignsDeep Dive into Enhanced Campaigns
Deep Dive into Enhanced Campaigns
 
Hero conf enhanced_anderson
Hero conf enhanced_andersonHero conf enhanced_anderson
Hero conf enhanced_anderson
 
The power of Programmatic marketing!
The power of Programmatic marketing! The power of Programmatic marketing!
The power of Programmatic marketing!
 
DCube Digital
DCube DigitalDCube Digital
DCube Digital
 
#3月瘋行動 從香港到海外移動平台推廣介紹
#3月瘋行動 從香港到海外移動平台推廣介紹 #3月瘋行動 從香港到海外移動平台推廣介紹
#3月瘋行動 從香港到海外移動平台推廣介紹
 
LikeBulbs company profile - v1.2
LikeBulbs company profile - v1.2LikeBulbs company profile - v1.2
LikeBulbs company profile - v1.2
 
Automating Adwords
Automating AdwordsAutomating Adwords
Automating Adwords
 
Digital Marketing Course Syllabus PDF
Digital Marketing Course Syllabus PDF Digital Marketing Course Syllabus PDF
Digital Marketing Course Syllabus PDF
 
CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners. CPPL Digital Marketing Solutions For Business Owners.
CPPL Digital Marketing Solutions For Business Owners.
 
Introduction to Pro Motion
Introduction to Pro MotionIntroduction to Pro Motion
Introduction to Pro Motion
 
IIDM brochure
IIDM brochureIIDM brochure
IIDM brochure
 
Sum Technologies’ Presentation
Sum Technologies’ PresentationSum Technologies’ Presentation
Sum Technologies’ Presentation
 
Simple Steps to an Integrated Digital Marketing Strategy
Simple Steps to an Integrated Digital Marketing StrategySimple Steps to an Integrated Digital Marketing Strategy
Simple Steps to an Integrated Digital Marketing Strategy
 
London MUG Sept 23.pptx
London MUG Sept 23.pptxLondon MUG Sept 23.pptx
London MUG Sept 23.pptx
 
Internet Vidya - Digital Marketing Courses
Internet Vidya - Digital Marketing CoursesInternet Vidya - Digital Marketing Courses
Internet Vidya - Digital Marketing Courses
 
Medha Dixit - Digital Marketing Nanodegree
Medha Dixit - Digital Marketing NanodegreeMedha Dixit - Digital Marketing Nanodegree
Medha Dixit - Digital Marketing Nanodegree
 

Plus de Michael Durwin

Social Intelligence for Clinical Trials.pptx
Social Intelligence for Clinical Trials.pptxSocial Intelligence for Clinical Trials.pptx
Social Intelligence for Clinical Trials.pptxMichael Durwin
 
Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...
Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...
Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...Michael Durwin
 
Drug Safety Surveillance
Drug Safety SurveillanceDrug Safety Surveillance
Drug Safety SurveillanceMichael Durwin
 
Calorie control council
Calorie control councilCalorie control council
Calorie control councilMichael Durwin
 
Social media thought leadership
Social media thought leadershipSocial media thought leadership
Social media thought leadershipMichael Durwin
 
2014 destination next report phase 1
2014 destination next report phase 12014 destination next report phase 1
2014 destination next report phase 1Michael Durwin
 
Paid Social Case Studies
Paid Social Case StudiesPaid Social Case Studies
Paid Social Case StudiesMichael Durwin
 
William Paterson Social Strategy
William Paterson Social StrategyWilliam Paterson Social Strategy
William Paterson Social StrategyMichael Durwin
 
Earth competitive-sentiment-persona-analysis
Earth competitive-sentiment-persona-analysisEarth competitive-sentiment-persona-analysis
Earth competitive-sentiment-persona-analysisMichael Durwin
 
Word Cloud Resume Overview
Word Cloud Resume OverviewWord Cloud Resume Overview
Word Cloud Resume OverviewMichael Durwin
 
Paying For Attention: Paid Social Media Intro
Paying For Attention: Paid Social Media IntroPaying For Attention: Paid Social Media Intro
Paying For Attention: Paid Social Media IntroMichael Durwin
 
Calorie Control Council Presentation
Calorie Control Council PresentationCalorie Control Council Presentation
Calorie Control Council PresentationMichael Durwin
 

Plus de Michael Durwin (20)

MidJourney.pptx
MidJourney.pptxMidJourney.pptx
MidJourney.pptx
 
Social Intelligence for Clinical Trials.pptx
Social Intelligence for Clinical Trials.pptxSocial Intelligence for Clinical Trials.pptx
Social Intelligence for Clinical Trials.pptx
 
Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...
Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...
Using Artificial Intelligence via Social Listening to Uncover the Patient Voi...
 
Drug Safety Surveillance
Drug Safety SurveillanceDrug Safety Surveillance
Drug Safety Surveillance
 
My Creative Samples
My Creative SamplesMy Creative Samples
My Creative Samples
 
Future of Now
Future of NowFuture of Now
Future of Now
 
The Helping Beast
The Helping BeastThe Helping Beast
The Helping Beast
 
Calorie control council
Calorie control councilCalorie control council
Calorie control council
 
Social Selling
Social SellingSocial Selling
Social Selling
 
Social media thought leadership
Social media thought leadershipSocial media thought leadership
Social media thought leadership
 
Germany case-study
Germany case-studyGermany case-study
Germany case-study
 
IPRC Presentation
IPRC PresentationIPRC Presentation
IPRC Presentation
 
2014 destination next report phase 1
2014 destination next report phase 12014 destination next report phase 1
2014 destination next report phase 1
 
Paid Social Case Studies
Paid Social Case StudiesPaid Social Case Studies
Paid Social Case Studies
 
William Paterson Social Strategy
William Paterson Social StrategyWilliam Paterson Social Strategy
William Paterson Social Strategy
 
Earth competitive-sentiment-persona-analysis
Earth competitive-sentiment-persona-analysisEarth competitive-sentiment-persona-analysis
Earth competitive-sentiment-persona-analysis
 
Word Cloud Resume Overview
Word Cloud Resume OverviewWord Cloud Resume Overview
Word Cloud Resume Overview
 
Social Media Work
Social Media WorkSocial Media Work
Social Media Work
 
Paying For Attention: Paid Social Media Intro
Paying For Attention: Paid Social Media IntroPaying For Attention: Paid Social Media Intro
Paying For Attention: Paid Social Media Intro
 
Calorie Control Council Presentation
Calorie Control Council PresentationCalorie Control Council Presentation
Calorie Control Council Presentation
 

Dernier

UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 

Dernier (20)

UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 

Enhanced Campaigns with Google Shopping

Notes de l'éditeur

  1. The evolving digital landscape – people are searching on desktops, tablets and mobile. In fact, Marin Software reports that mobile will drive a third of total paid search traffic by the end of 2013**http://searchengineland.com/report-mobile-to-drive-a-third-of-paid-search-clicks-by-year-end-148300
  2. When people search on different devices the intent can be different. For example, someone at Best Buy may use their phone to compare prices on a camera. That person might then go home and purchase that camera on his/her computer. Thus, you would want to bid differently when the intent is more informational than someone in buying mode.
  3. In an attempt to gives searchers the best experience across all devices and to give advertisers an easier platform to manage, Google has created Enhanced Campaigns
  4. Enhanced Campaigns combine all devices into one campaign. Currently, campaigns are segmented by device. In other words, one campaign for computers, one for tablets and one for mobile devices.
  5. Here’s an example of legacy campaigns could be migrated to one enhanced campaign
  6. Other features of Enhanced Campaigns include the ability to make bid adjustments by device, time and location all within the same campaign
  7. You can write ads specifically for mobile devices within one campaign
  8. Your ad extensions are now more granular and can be scheduled. You can now target sitelinks at the ad group level while only deciding to show on mobile devices. Additionally, phone calls and app downloads can now be tracked as conversions. Coming soon from Google is the ability to track cross device conversions!
  9. Key Takeaways Overview Slide
  10. Individual campaigns or whole accounts can be migrated. Complete accounts don’t have to be migrated at once. You can test Enhanced Campaigns before making the full switch by mid 2013. The only caveat is once you migrate a campaign you can’t go back to the legacy version. You can potentially create a brand new campaign that duplicates the one you had (for the time being), but you’ll lose all of your historical data.
  11. By mid-2013, all campaigns will need to be migrated over to enhanced campaigns
  12. Mobile specific campaigns won’t exist anymore. No longer will you be able to run campaigns that are just targeted to mobile devices. By default, all campaigns will now target desktops, tablets and mobile devices. You can however choose to not target mobile devices by setting the bid adjustment at the campaign level to -100%, which leads to the next point.Mobile bids are now set at the campaign level. All keyword bids in Enhanced Campaigns pertain to desktops and tablets. You have to set a bid modifier at the campaign level to adjust your bids for mobile. For example, you can set your bid adjustment to -30%. So if you are bidding $1 on a keyword for desktops and tablets, that keyword bid is set at $0.70 on mobile devices. Again, if you don’t want to show your ads on mobile you would set this bid adjustment to -100%. It’s important to note that you can’t set individual keyword bids, but rather they are adjusted as a percentage of desktop/tablet bids.
  13. Tablets are here to stay. You cannot opt out of running your ads on tablets nor can you adjust the bids like you can for mobile.
  14. Smart Ads are (hopefully) intuitive. Previously, you would write different ads for desktops and mobile devices. Since single campaigns now target all devices, you must include desktop and mobile versions of ads in the same ad groups. Thus, all ads now contain a “Mobile” check box. When checked, these ads (theoretically) should show on mobile devices instead of your regular desktop ads. Essentially, you are still writing ads for each device, but they are now in the same campaign and mobile specific ads need to be checked off as such.
  15. Ad Extensions are more advanced. You are now able to target both sitelinks and call extensions at the ad group level. Additionally, both extensions have further refinement options for dayparting and mobile segmentation.
  16. Adjust bids by location. Within single campaigns, you can make bid adjustments (just like the mobile bid modifier) for specific locations. For example, if you are targeting 20 specific cities in Massachusetts, you can adjust bids per location.
  17. With the migration, we’ll have to set a mobile bid adjustment. Unfortunately, we won’t be able to set individual keyword bids, but rather at the campaign level
  18. Questions?
  19. Questions?