Google launched ‘Enhanced Campaigns’, an evolution of AdWords that allows advertisers to manage their campaigns by location, time of day and device. The way people connect, share, and search has shifted; and continues to shift. These enhanced campaigns allow marketers to increase/decrease their bids against more detail criteria against wider inventory. The AdWords interface now includes a new bid adjustment calculator, designed to give a clear indication of what the final bid adjustment will be when using multiple settings on your bid.
AdWords Enhanced: Bid Adjustment Calculator
Calculator icon when at the Campaign level next to “Active bid adjustments”
Value the Mobile User
Anyone in marketing is well aware there has been a tectonic shift in how people get their information. It’s not an absolute, but still safe to say; everyone is mobile. The amount of actions users take on their smartphones is pretty diverse. Apart from buying something directly from your website, customers are calling your business, click on driving directions to your physical location, download apps, or just convert later using a different device. With these new enhanced campaigns, marketers can bid based on things like distance or time of day. Maybe you want to show a different ad for a midnight sale or on the weekends, you can. The copy will change as well as your bid; if you so choose. Or what about the loyal customer from the North East, and they bought a ton of winter clothing from you. But now they are visiting out in California; sunny & 70 degrees. Maybe they need to know about your beach wear. There are plenty of opportunities here. Take them.