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Enhanced campaigns




               Google Confidential and Proprietary
We connect at any time, from anywhere, using a
variety of devices




                                     Google Confidential and Proprietary
Our behavior adapts to our situation…
as do our expectations




                                        Google Confidential and Proprietary
There's a lot for marketers to consider...


                    Devices are evolving quickly, with a growing
                    list of form factors and capabilities.

                    People are constantly switching between
                    devices, using the one that works best for
                    where they are and what they are trying to do.

                    Device evolution and changes in consumer
                    behavior present new ways to measure
                    advertising effectiveness.




                                                 Google Confidential and Proprietary
...but context creates new opportunities




                                      Google Confidential and Proprietary
More relevance to people's intent and their
context, at exactly the moments that matter
These changes will mean better results for advertisers




   Location
                                                            Device

      Time




                                                         Google Confidential and Proprietary
Enhanced campaign product overview
New tools for a multi-device world




                                     Google Confidential and Proprietary
Reach your customers with fewer campaigns
Today, extensive campaign duplication and management
is required
                                               Legacy campaign      vs   Enhanced campaign

                                               50 campaigns for          1 campaign with 50
    50 locations with varying bids       50x           location          location bid adjustments
                                                                    +


                                                    50 duplicate         With scheduled extensions
    2 dayparts (with different store
                                                  campaigns for          and dayparting
    sitelinks based on if the store is   2x
                                                 daypart/sitelink
    open/closed) and different bids
                                                   combinations

                                                                    +
                                                   100 duplicate         and mobile device bid
    1 bid per keyword on desktop                 campaigns with          adjustments
                                         2x         mobile bids
    1 bid per keyword on mobile
                                                             =           =
                                                 200 campaigns           1 enhanced campaign




                                                                         Google Confidential and Proprietary
Our new enhanced campaigns will have three
areas of improvement


Smarter ads optimized for                                           Advanced reports to measure
varying user contexts.Ability                                       new conversion types.Ability to
to show the right creative,                                         track new conversion types such as
sitelink, app or extension                                          calls, digital downloads, in-store
based on user context and                                           purchases and cross device
device capabilities                                                 conversions




                                Powerful marketing tools for
                                the multi-device world.Ability to
                                manage your bids across devices,
                                      locations and time




                                                                             Google Confidential and Proprietary
Powerful tools for the multi-device world
Ability to easily manage your bids across locations, time and
devices—all within a single campaign

                                    Key features
                                    Bid adjustments and reporting by:




                                       Time           Location                  Device


                                    Multiple bid adjustments




                                                                 Google Confidential and Proprietary
Adjust device and location bids within
the same campaign
Settings will have options for location, ad scheduling and device
bid adjustments




                                                       Google Confidential and Proprietary
Adjust device and location bids within
the same campaign
Bid adjustments by location




                                         Google Confidential and Proprietary
Adjust device and location bids within
the same campaign
Device bid adjustment




                                         Google Confidential and Proprietary
Smarter ads for varying consumer contexts
Ability to show the right creative, sitelink or extension based on
user context and device capabilities

                                     Key features

                                     Customized messages on mobile:
                                     Show headlines, ad text, URLs and extensions
                                     that target users on the go

                                     Scheduled extensions: Set extensions to
                                     appear only during certain times of day or on
                                     mobile devices.
                                     Enhanced sitelinks: Manage individual sitelinks
                                     in customized ways at the campaign and ad
                                     group level.




                                                               Google Confidential and Proprietary
Adjust headline, description, URL and sitelinks
for mobile devices




                                       Google Confidential and Proprietary
Scheduled extensions
Set extensions to appear only during certain times of day or on
mobile devices




                                                      Google Confidential and Proprietary
Individual management & reporting for sitelinks
Manage individual sitelinks in customized ways at the campaign
and ad group level




                                                    Google Confidential and Proprietary
Advanced reports to measure new conversion types
Ability to track new conversion types such as calls, digital
downloads, in-store purchases and cross device conversions

                                   Key features
                                   Calls: Count calls as conversions with
                                   advanced call tracking

                                   Digital downloads: Track app downloads as
                                   conversions (books and music download
                                   tracking coming soon)

                                   In-store purchases: Measure offline
                                   redemption of saved offers from ad
                                   extensions (coming soon)

                                   Cross device conversions: Measure
                                   conversions that start on one device and
                                   finish on another (coming soon)




                                                              Google Confidential and Proprietary
Four key changes from enhanced campaigns

1.  Campaigns will run across all devicesEnhanced campaigns will run across all devices, with
    optimizations for mobile and elements of user context like location and time of day. Mobile
    ads require special bids, extensions, ad text and headlines and these can be managed from
    the same campaign as your desktop ads.

2.  Mobile bids will be adjusted at the campaign levelBids can be set at the keyword level, but
    the mobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not
    possible to designate different bids at the keyword level for mobile within one campaign.

3.  Tablet bidding strategies will be aligned with desktopTablets and laptop devices are
    rapidly converging, and research shows behavior is similar. With enhanced campaigns, tablets
    do not have a separate bid adjustment independent of default desktop/laptop bids. Your ads
    will automatically show up on desktop and tablet.

4.  Mobile bids fully controlled by advertisersGoogle historically adjusted bid automatically for
    mobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bid
    adjustments, advertisers will have full control of mobile bids, and Google will stop
    automatically adjusting bids.




                                                                               Google Confidential and Proprietary
Enhanced campaigns for display




                                 Google Confidential and Proprietary
Enhanced campaigns for display
With enhanced campaigns, display-only campaigns will have device-
level targeting in order to help marketers get their message to the
right audience.




   Create rich ads and unique                               Technology to target specific
  experiences through display                                devices with specific needs

   Create display ads that provide rich 'device specific' experiences and functionalities (e.g.
       swipe, shake, camera) and direct to specific devices, platforms and OS versions.


                                                                              Google Confidential and Proprietary
Enhanced campaigns for display
Powerful bidding for the multi-device world
Same bid adjustments and reporting available for search:




          Time                         Location                     Device


+ Display bid adjustments: Adjust bids for targeting types




  Users             Gender             Interests             Age          Placements


                                                                   Google Confidential and Proprietary
What's happening with display bidding?
More granular controls will allow advertisers to bid based on the
value of their target audiences.




            ?
          Why?                             How?                              Who?
 Some audiences are more         You can control bids across       If you want to target people:
valuable to a business and       individual targeting criteria   Interested in art and you know
advertisers want to allocate   (specific placements, interests,    that male visitors spend 50%
   higher bids for them.         etc.) to formulate the right        less than female visitors?
                                combination bid for the right        You should consider new
                                   combination of signals.                bidding options.




                                                                           Google Confidential and Proprietary
Three bid types for display




          Default bids                 Custom bids   Display bid adjustments
This bid type is set at the ad group
 and will essentially work the way
 they do today. They are the bids
 that we default to when a more
  specific custom bid is not set. If
 bid adjustments are in use, they
will be based on the default bid if
       no custom bid is set.




                                                            Google Confidential and Proprietary
Three bid types for display




    Default bids          Custom bids                Display bid adjustments
                     You can control bids across
                     individual targeting criteria
                   (specific placements, interests,
                     etc.) to formulate the right
                    combination bid for the right
                       combination of signals.




                                                            Google Confidential and Proprietary
Three bid types for display




    Default bids     Custom bids      Display bid adjustments

                                                (coming soon)

                                      Bid adjustments can be enabled
                                   across multiple targeting criteria types
                                           within one ad group.




                                                Google Confidential and Proprietary
How to use the new bidding options
 A savvy site specializing in baby supplies has noticed that for baby
 cribs and furniture their audience and ROI differ enough that they
 want to set specific bids for their 'baby cribs' ad group.




Time: Shoppers (parents)                                         Placements: People on a
      are online at                                             specific home improvement
         6–9am                                                  site convert, but not as well
                                                                       as other sites




  Location: Shipping to                                          Age: People 25-34 spend
 the US costs much more                                                  3x avg
 than shipping to Canada   Interests: Your customers are very
                            interested in Home & Garden and
                                    Books & Literature


                                                                    Google Confidential and Proprietary
How to use the new bidding options
How do enhanced campaigns simplify bidding for display advertising?

   In the past, you could set bids for interests,   Now you can apply multiple bidding layers
   and adjust for placements or age, but it was         without creating new campaigns
      not possible to customize bids to fit all                  and ad groups.
                  of these layers.




                                                                            Google Confidential and Proprietary
How to use the new bidding options
What could they do with advanced new bidding options?




     Campaign bid adjustments:                        Display Ad Group bid adjustments:
    •  -20% for US at the campaign level              •  $1.00 Ad group bid (default bid)
    •  +30% for 6-9am at the campaign level           •  $1.50 custom bid on Home and Garden
                                                      •  +40% for Ages 25-34
                                                      •  -50% on the home improvement site

         Smarter bidding strategy across targeting options to reach the most valuable audience




  Time                 Location               Interests                Age                   Placements


                                                                                    Google Confidential and Proprietary
Appendix
Best practices and getting started tips




                                          Google Confidential and Proprietary
Prepare for enhanced campaigns
Take these quick steps to make sure you take full advantage of
enhanced campaigns functionality.




•  Identify all multi-device campaigns and upgrade these first
•  Determine which of your desktop and mobile campaigns have the same
   keywords, ads, extensions and geo targeting. Combine these campaigns for
   simplified campaign management
•  Plan to copy mobile ads from mobile-only campaigns to the enhanced
   desktop campaign to maintain as much history/quality as possible




                                                                Google Confidential and Proprietary
Track more conversions
Understand where your customers are coming from so that you can
better assess ROI, adjust your bids, and improve your performance.




•  Install AdWords conversion tracking on the ‘Thank You’ page of both your
   desktop and mobile sites
•  Enable conversion tracking for phone calls by using advanced call reporting
   and setting the duration of calls that you want to count as conversions
•  Set up digital download tracking for app installs
•  Preserve or enable valuetrack to direct/monitor traffic to the correct
   destination URL



                                                                 Google Confidential and Proprietary
Think locally
Are you ready to capture local search opportunities?




•  Adjust your bids for a specific location to ensure your ads show higher for
   customers in that area
•  Take advantage of location extension targeting to increase bids for relevant
   traffic near your store
•  Create ads that will appeal to your local customers.  For example, mention
   any in-store specials and use Location Extensions to make it easy for consumers
   to see how far they are from your store
•  Adjust your bids based on the time of day and day of the week, based on
   when customers are more likely to make a purchase

                                                                  Google Confidential and Proprietary
Have a mobile strategy




•  Consider the value of mobile unique conversions, such as calls or visits to
   your store when setting your mobile bid adjustment
•  Customize your mobile creative with calls to action that will appeal more to a
   user on the go
•  Enable mobile-specific extensions, such as app extensions, to optimize based
   on your mobile goals




                                                                  Google Confidential and Proprietary
Optimize




•  Experiment with multiple bid adjustments to assign value to specific
   combinations of user signals, such as location and device
•  Adjust bid modifiers based on your ROI, taking into account new conversion
   opportunities on mobile
•  Monitor impression share by device and budget share




                                                                Google Confidential and Proprietary
Getting ready to migrate to enhanced campaigns
Take these quick steps to make sure you take full advantage of
enhanced campaigns functionality.



       Week 1                  Week 2                  Week 3                   Week 4

Identify all multi-    Incorporate             Map the structure of     Merge related            Complete
device campaigns       enhanced campaign       related campaigns        campaigns using          migration of
and upgrade these      functionality and use   that will need to be     steps outlined in the    all campaigns
first, as the upgrade   these learnings as a    merged. Identify         migration white paper.
process is simplest.   baseline for more       overlap and plan to
                       involved campaign       address potential gaps
                       upgrades.               in campaign coverage.




                                                                                             Google Confidential and Proprietary
Migration how-to guide




                         Google Confidential and Proprietary
There are two paths to enhance your campaigns

The simple flow
•  Use case: For campaigns targeting all devices or a campaign that runs on desktop
   with no similar campaign targeting other devices

•  Procedure: Four easy steps
•  Supported Tools: AdWords, Adwords Editor, API



The merge flow
•  Use case: For similar campaigns that target separate devices
•  Procedure: 12 steps identified in the migration upgrade manual
•  Supported Tools: AdWords bulk edits, Adwords Editor, API




                                                                   Google Confidential and Proprietary
Upgrading your campaign in 4 easy steps

     Open the campaign you want to upgrade in AdWords.
1    For help, see Navigating Your Account.


2




                                                   Google Confidential and Proprietary
Upgrade your campaigns – Step 3


3




                                  Google Confidential and Proprietary
Upgrade your campaigns – Step 4


4




                                  Google Confidential and Proprietary
Plan to upgrade to enhanced campaigns




Ensure you have      Review the          Learn about mobile bid
access to all your   AdWords tools       adjustments
accounts




List all your        Identify matching   Select the upgrade
campaigns and        campaigns           flow for each
target devices                           campaign



                                                 Google Confidential and Proprietary
Ensure you have access to all your accounts
        If you have more than one account, ensure you have access to
        all of your “My Client Centers” or individual accounts before
        starting the upgrade. For more information, see
        Using My Client Center and Managing Multiple Accounts.




                                                            Google Confidential and Proprietary
Review the AdWords tools


       We recommend reviewing the following AdWords tools before you
       begin the upgrade process. This will help you navigate the process
       more easily.
       •  AdWords – See the AdWords Help Center for more information

       •  Bulk Edits – Use the Edit dropdown on the Campaigns, Ad groups, Ads, or
          Keywords tabs to make large-scale changes across your account. For more
          information, see Bulk actions

       •  AdWords Editor – See About AdWords Editor and
          AdWords Editor Help Center for more information

       •  AdWords Application Programming Interface (API) for users who want to
          programmatically upgrade campaigns




                                                                 Google Confidential and Proprietary
Learn about mobile bid adjustments




       During the upgrade, you will set bid adjustments for ads served
       on mobile devices. Google will provide a recommendation based
       on regional and vertical benchmark data. To learn about this,
       see About Mobile Bid Adjustments.




                                                          Google Confidential and Proprietary
List all your campaigns and target devices




        First examine each of your campaigns and determine the current
        target devices for each campaign. Target devices may be any
        combination of the following:
        •  Desktop & laptop computers
        •  Mobile devices

        •  Tablets



                                                          Google Confidential and Proprietary
Identify matching campaigns
       After determining the target devices for each of your campaigns, identify any
       campaigns that are identical or nearly identical except for the target devices. For
       example, you may have a campaign targeted at desktops, laptops, and tablets
       that you copied to a second campaign targeted at mobile devices. These are
       matching campaigns that you will merge together.
       Matching campaigns target different devices but share the same or very similar
       ad groups, keywords, extensions, ads, location settings, and network targets.
       Here are some suggestions on how to identify these types of campaigns:
       •  Campaign Name: Many advertisers have campaign names like “Narrow Brand –Mobile”
          and “Narrow Brand - Desktop”. If you do, then you can use the names to identify
          matching campaigns

       •  Keyword Overlap: Identify campaigns that target different devices and have the greatest
          keyword and geographic target overlap. You can do this by downloading the
          Keyword Report for all campaigns

       •  Ad Overlap: If two campaigns overlap significantly in ads, as well as in geographic
          targeting but target different devices, these may be matching campaigns as well

       •  Product Target Overlap: If two different Product Listing Ad Campaigns have the exact
          same product targets, they are probably matching campaigns




                                                                              Google Confidential and Proprietary
Select the upgrade flow for each campaign




       Once you have identified the target devices for each of your
       campaigns, and you have identified all the matching campaigns,
       you need to determine which upgrade flow to use for each
       campaign, as follows:
       •  For all matching campaigns, use the Merge Flow

       •  For all other campaigns, use the Simple Upgrade Flow to upgrade one
          campaign at a time, or use the Bulk Upgrade Flow with AdWords Editor to
          upgrade multiple campaigns at a time using AdWords Editor

       Once you have identified which flow to use for each campaign,
       perform the upgrade as described in the next section.

                                                                  Google Confidential and Proprietary

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Enhanced campaigns

  • 1. Enhanced campaigns Google Confidential and Proprietary
  • 2. We connect at any time, from anywhere, using a variety of devices Google Confidential and Proprietary
  • 3. Our behavior adapts to our situation… as do our expectations Google Confidential and Proprietary
  • 4. There's a lot for marketers to consider... Devices are evolving quickly, with a growing list of form factors and capabilities. People are constantly switching between devices, using the one that works best for where they are and what they are trying to do. Device evolution and changes in consumer behavior present new ways to measure advertising effectiveness. Google Confidential and Proprietary
  • 5. ...but context creates new opportunities Google Confidential and Proprietary
  • 6. More relevance to people's intent and their context, at exactly the moments that matter These changes will mean better results for advertisers Location Device Time Google Confidential and Proprietary
  • 7. Enhanced campaign product overview New tools for a multi-device world Google Confidential and Proprietary
  • 8. Reach your customers with fewer campaigns Today, extensive campaign duplication and management is required Legacy campaign vs Enhanced campaign 50 campaigns for 1 campaign with 50 50 locations with varying bids 50x location location bid adjustments + 50 duplicate With scheduled extensions 2 dayparts (with different store campaigns for and dayparting sitelinks based on if the store is 2x daypart/sitelink open/closed) and different bids combinations + 100 duplicate and mobile device bid 1 bid per keyword on desktop campaigns with adjustments 2x mobile bids 1 bid per keyword on mobile = = 200 campaigns 1 enhanced campaign Google Confidential and Proprietary
  • 9. Our new enhanced campaigns will have three areas of improvement Smarter ads optimized for Advanced reports to measure varying user contexts.Ability new conversion types.Ability to to show the right creative, track new conversion types such as sitelink, app or extension calls, digital downloads, in-store based on user context and purchases and cross device device capabilities conversions Powerful marketing tools for the multi-device world.Ability to manage your bids across devices, locations and time Google Confidential and Proprietary
  • 10. Powerful tools for the multi-device world Ability to easily manage your bids across locations, time and devices—all within a single campaign Key features Bid adjustments and reporting by: Time Location Device Multiple bid adjustments Google Confidential and Proprietary
  • 11. Adjust device and location bids within the same campaign Settings will have options for location, ad scheduling and device bid adjustments Google Confidential and Proprietary
  • 12. Adjust device and location bids within the same campaign Bid adjustments by location Google Confidential and Proprietary
  • 13. Adjust device and location bids within the same campaign Device bid adjustment Google Confidential and Proprietary
  • 14. Smarter ads for varying consumer contexts Ability to show the right creative, sitelink or extension based on user context and device capabilities Key features Customized messages on mobile: Show headlines, ad text, URLs and extensions that target users on the go Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices. Enhanced sitelinks: Manage individual sitelinks in customized ways at the campaign and ad group level. Google Confidential and Proprietary
  • 15. Adjust headline, description, URL and sitelinks for mobile devices Google Confidential and Proprietary
  • 16. Scheduled extensions Set extensions to appear only during certain times of day or on mobile devices Google Confidential and Proprietary
  • 17. Individual management & reporting for sitelinks Manage individual sitelinks in customized ways at the campaign and ad group level Google Confidential and Proprietary
  • 18. Advanced reports to measure new conversion types Ability to track new conversion types such as calls, digital downloads, in-store purchases and cross device conversions Key features Calls: Count calls as conversions with advanced call tracking Digital downloads: Track app downloads as conversions (books and music download tracking coming soon) In-store purchases: Measure offline redemption of saved offers from ad extensions (coming soon) Cross device conversions: Measure conversions that start on one device and finish on another (coming soon) Google Confidential and Proprietary
  • 19. Four key changes from enhanced campaigns 1.  Campaigns will run across all devicesEnhanced campaigns will run across all devices, with optimizations for mobile and elements of user context like location and time of day. Mobile ads require special bids, extensions, ad text and headlines and these can be managed from the same campaign as your desktop ads. 2.  Mobile bids will be adjusted at the campaign levelBids can be set at the keyword level, but the mobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not possible to designate different bids at the keyword level for mobile within one campaign. 3.  Tablet bidding strategies will be aligned with desktopTablets and laptop devices are rapidly converging, and research shows behavior is similar. With enhanced campaigns, tablets do not have a separate bid adjustment independent of default desktop/laptop bids. Your ads will automatically show up on desktop and tablet. 4.  Mobile bids fully controlled by advertisersGoogle historically adjusted bid automatically for mobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bid adjustments, advertisers will have full control of mobile bids, and Google will stop automatically adjusting bids. Google Confidential and Proprietary
  • 20. Enhanced campaigns for display Google Confidential and Proprietary
  • 21. Enhanced campaigns for display With enhanced campaigns, display-only campaigns will have device- level targeting in order to help marketers get their message to the right audience. Create rich ads and unique Technology to target specific experiences through display devices with specific needs Create display ads that provide rich 'device specific' experiences and functionalities (e.g. swipe, shake, camera) and direct to specific devices, platforms and OS versions. Google Confidential and Proprietary
  • 22. Enhanced campaigns for display Powerful bidding for the multi-device world Same bid adjustments and reporting available for search: Time Location Device + Display bid adjustments: Adjust bids for targeting types Users Gender Interests Age Placements Google Confidential and Proprietary
  • 23. What's happening with display bidding? More granular controls will allow advertisers to bid based on the value of their target audiences. ? Why? How? Who? Some audiences are more You can control bids across If you want to target people: valuable to a business and individual targeting criteria Interested in art and you know advertisers want to allocate (specific placements, interests, that male visitors spend 50% higher bids for them. etc.) to formulate the right less than female visitors? combination bid for the right You should consider new combination of signals. bidding options. Google Confidential and Proprietary
  • 24. Three bid types for display Default bids Custom bids Display bid adjustments This bid type is set at the ad group and will essentially work the way they do today. They are the bids that we default to when a more specific custom bid is not set. If bid adjustments are in use, they will be based on the default bid if no custom bid is set. Google Confidential and Proprietary
  • 25. Three bid types for display Default bids Custom bids Display bid adjustments You can control bids across individual targeting criteria (specific placements, interests, etc.) to formulate the right combination bid for the right combination of signals. Google Confidential and Proprietary
  • 26. Three bid types for display Default bids Custom bids Display bid adjustments (coming soon) Bid adjustments can be enabled across multiple targeting criteria types within one ad group. Google Confidential and Proprietary
  • 27. How to use the new bidding options A savvy site specializing in baby supplies has noticed that for baby cribs and furniture their audience and ROI differ enough that they want to set specific bids for their 'baby cribs' ad group. Time: Shoppers (parents) Placements: People on a are online at specific home improvement 6–9am site convert, but not as well as other sites Location: Shipping to Age: People 25-34 spend the US costs much more 3x avg than shipping to Canada Interests: Your customers are very interested in Home & Garden and Books & Literature Google Confidential and Proprietary
  • 28. How to use the new bidding options How do enhanced campaigns simplify bidding for display advertising? In the past, you could set bids for interests, Now you can apply multiple bidding layers and adjust for placements or age, but it was without creating new campaigns not possible to customize bids to fit all and ad groups. of these layers. Google Confidential and Proprietary
  • 29. How to use the new bidding options What could they do with advanced new bidding options? Campaign bid adjustments: Display Ad Group bid adjustments: •  -20% for US at the campaign level •  $1.00 Ad group bid (default bid) •  +30% for 6-9am at the campaign level •  $1.50 custom bid on Home and Garden •  +40% for Ages 25-34 •  -50% on the home improvement site Smarter bidding strategy across targeting options to reach the most valuable audience Time Location Interests Age Placements Google Confidential and Proprietary
  • 30. Appendix Best practices and getting started tips Google Confidential and Proprietary
  • 31. Prepare for enhanced campaigns Take these quick steps to make sure you take full advantage of enhanced campaigns functionality. •  Identify all multi-device campaigns and upgrade these first •  Determine which of your desktop and mobile campaigns have the same keywords, ads, extensions and geo targeting. Combine these campaigns for simplified campaign management •  Plan to copy mobile ads from mobile-only campaigns to the enhanced desktop campaign to maintain as much history/quality as possible Google Confidential and Proprietary
  • 32. Track more conversions Understand where your customers are coming from so that you can better assess ROI, adjust your bids, and improve your performance. •  Install AdWords conversion tracking on the ‘Thank You’ page of both your desktop and mobile sites •  Enable conversion tracking for phone calls by using advanced call reporting and setting the duration of calls that you want to count as conversions •  Set up digital download tracking for app installs •  Preserve or enable valuetrack to direct/monitor traffic to the correct destination URL Google Confidential and Proprietary
  • 33. Think locally Are you ready to capture local search opportunities? •  Adjust your bids for a specific location to ensure your ads show higher for customers in that area •  Take advantage of location extension targeting to increase bids for relevant traffic near your store •  Create ads that will appeal to your local customers.  For example, mention any in-store specials and use Location Extensions to make it easy for consumers to see how far they are from your store •  Adjust your bids based on the time of day and day of the week, based on when customers are more likely to make a purchase Google Confidential and Proprietary
  • 34. Have a mobile strategy •  Consider the value of mobile unique conversions, such as calls or visits to your store when setting your mobile bid adjustment •  Customize your mobile creative with calls to action that will appeal more to a user on the go •  Enable mobile-specific extensions, such as app extensions, to optimize based on your mobile goals Google Confidential and Proprietary
  • 35. Optimize •  Experiment with multiple bid adjustments to assign value to specific combinations of user signals, such as location and device •  Adjust bid modifiers based on your ROI, taking into account new conversion opportunities on mobile •  Monitor impression share by device and budget share Google Confidential and Proprietary
  • 36. Getting ready to migrate to enhanced campaigns Take these quick steps to make sure you take full advantage of enhanced campaigns functionality. Week 1 Week 2 Week 3 Week 4 Identify all multi- Incorporate Map the structure of Merge related Complete device campaigns enhanced campaign related campaigns campaigns using migration of and upgrade these functionality and use that will need to be steps outlined in the all campaigns first, as the upgrade these learnings as a merged. Identify migration white paper. process is simplest. baseline for more overlap and plan to involved campaign address potential gaps upgrades. in campaign coverage. Google Confidential and Proprietary
  • 37. Migration how-to guide Google Confidential and Proprietary
  • 38. There are two paths to enhance your campaigns The simple flow •  Use case: For campaigns targeting all devices or a campaign that runs on desktop with no similar campaign targeting other devices •  Procedure: Four easy steps •  Supported Tools: AdWords, Adwords Editor, API The merge flow •  Use case: For similar campaigns that target separate devices •  Procedure: 12 steps identified in the migration upgrade manual •  Supported Tools: AdWords bulk edits, Adwords Editor, API Google Confidential and Proprietary
  • 39. Upgrading your campaign in 4 easy steps Open the campaign you want to upgrade in AdWords. 1 For help, see Navigating Your Account. 2 Google Confidential and Proprietary
  • 40. Upgrade your campaigns – Step 3 3 Google Confidential and Proprietary
  • 41. Upgrade your campaigns – Step 4 4 Google Confidential and Proprietary
  • 42. Plan to upgrade to enhanced campaigns Ensure you have Review the Learn about mobile bid access to all your AdWords tools adjustments accounts List all your Identify matching Select the upgrade campaigns and campaigns flow for each target devices campaign Google Confidential and Proprietary
  • 43. Ensure you have access to all your accounts If you have more than one account, ensure you have access to all of your “My Client Centers” or individual accounts before starting the upgrade. For more information, see Using My Client Center and Managing Multiple Accounts. Google Confidential and Proprietary
  • 44. Review the AdWords tools We recommend reviewing the following AdWords tools before you begin the upgrade process. This will help you navigate the process more easily. •  AdWords – See the AdWords Help Center for more information •  Bulk Edits – Use the Edit dropdown on the Campaigns, Ad groups, Ads, or Keywords tabs to make large-scale changes across your account. For more information, see Bulk actions •  AdWords Editor – See About AdWords Editor and AdWords Editor Help Center for more information •  AdWords Application Programming Interface (API) for users who want to programmatically upgrade campaigns Google Confidential and Proprietary
  • 45. Learn about mobile bid adjustments During the upgrade, you will set bid adjustments for ads served on mobile devices. Google will provide a recommendation based on regional and vertical benchmark data. To learn about this, see About Mobile Bid Adjustments. Google Confidential and Proprietary
  • 46. List all your campaigns and target devices First examine each of your campaigns and determine the current target devices for each campaign. Target devices may be any combination of the following: •  Desktop & laptop computers •  Mobile devices •  Tablets Google Confidential and Proprietary
  • 47. Identify matching campaigns After determining the target devices for each of your campaigns, identify any campaigns that are identical or nearly identical except for the target devices. For example, you may have a campaign targeted at desktops, laptops, and tablets that you copied to a second campaign targeted at mobile devices. These are matching campaigns that you will merge together. Matching campaigns target different devices but share the same or very similar ad groups, keywords, extensions, ads, location settings, and network targets. Here are some suggestions on how to identify these types of campaigns: •  Campaign Name: Many advertisers have campaign names like “Narrow Brand –Mobile” and “Narrow Brand - Desktop”. If you do, then you can use the names to identify matching campaigns •  Keyword Overlap: Identify campaigns that target different devices and have the greatest keyword and geographic target overlap. You can do this by downloading the Keyword Report for all campaigns •  Ad Overlap: If two campaigns overlap significantly in ads, as well as in geographic targeting but target different devices, these may be matching campaigns as well •  Product Target Overlap: If two different Product Listing Ad Campaigns have the exact same product targets, they are probably matching campaigns Google Confidential and Proprietary
  • 48. Select the upgrade flow for each campaign Once you have identified the target devices for each of your campaigns, and you have identified all the matching campaigns, you need to determine which upgrade flow to use for each campaign, as follows: •  For all matching campaigns, use the Merge Flow •  For all other campaigns, use the Simple Upgrade Flow to upgrade one campaign at a time, or use the Bulk Upgrade Flow with AdWords Editor to upgrade multiple campaigns at a time using AdWords Editor Once you have identified which flow to use for each campaign, perform the upgrade as described in the next section. Google Confidential and Proprietary