Understanding upgrades to enhanced campaigns
We developed enhanced campaigns to help you reach potential customers more easily and effectively in the constantly connected world. In the last few months, we've provided notices in emails and through the AdWords interface with links to online resources to help you upgrade before July 22nd, the date when campaigns began to be automatically upgraded. Whether you upgraded on your own or were part of the auto-upgrade, we want to make sure you have the tools and best practices to make the most of the new features in enhanced campaigns.
Upgrading to enhanced campaigns
Today, people are constantly connected. We launched enhanced campaigns to help advertisers reach people with the right ad, based on their context like location, time of day and device type, without having to set up and manage several separate campaigns. Enhanced campaigns will, by default, be eligible to run across all devices.
Keep in mind
While the bid settings for your campaign may change with the upgrade, your campaign budget will stay the same. This means that it’s possible that your ad may not show across all devices if it exceeds its daily budget. Consider changing your bid adjustment or increasing your budget if that’s the case.
Default bid adjustments
Depending on the devices your campaign is currently targeting (such as tablets, mobile devices, or computers), you’ll see different mobile bid adjustments used as the default setting for the upgrade.
Here’s an overview of mobile bid adjustments and targeting settings for upgraded campaigns:
|Targeting preferences(before the upgrade)||Targeting preferences (after the upgrade)||Mobile bid adjustment|
|Desktop, Tablet, Mobile||Desktop, Tablet, Mobile||Set based on bids from similar advertisers|
|Desktop, Mobile||Desktop, Tablet, Mobile||Set based on bids from similar advertisers|
|Desktop, Tablet||Desktop, Tablet, Mobile||Set based on bids from similar advertisers|
|Tablet, Mobile||Desktop, Tablet, Mobile||+0% adjustment(same bids across all devices)|
|Desktop||Desktop, Tablet,Mobile||Set based on bids from similar advertisers|
|Tablet||Desktop, Tablet, Mobile||Set based on bids from similar advertisers|
|Mobile||Desktop, Tablet, Mobile||+0% adjustment(same bids across all devices)|
The devices listed in bold represent new reach opportunities available in upgraded campaigns. For example, if you were previously targeting mobile devices only, your new upgraded campaign will now reach people on desktops, tablets, in addition to mobile devices.
Bid adjustments for campaigns with product listing ads or video ad campaigns will be set at +0%, meaning bids will be the same across all devices.
Upgrades and the Display network
For campaigns that target the Display Network, the upgrade to enhanced campaigns will change a few settings, including those for device targeting.
Campaigns targeting both the Search and Display Networks will no longer have the ability to target specific device models, carriers, or operating systems (OS). Once they’re upgraded, these campaigns will be set to target all available devices, carriers, and operating systems.
Here’s what to keep in mind when your Display Network campaigns are upgraded:
- "Display Network only" campaigns will continue to support targeting of device models, carriers, and operating systems. So, if your legacy Display-only campaign currently targets one or more of these criteria, those settings will remain unchanged.
- For campaigns targeting desktop and laptop devices in addition to device models, carriers, and operating systems, they will no longer specifically target desktop and laptop devices once the campaigns has been upgraded.
- Display Network campaigns that currently use multiple bidding strategies (such as placements and keywords) will use bids for a single targeting type once they’re upgraded.
Make sure you visit the upgrade center to review the campaigns that have gone through the automatic upgrade. Campaigns that have been auto-upgraded will be labeled “auto-upgraded” in the upgrade center. Here’s how to find these campaigns:
- Open your AdWords account.
- Under "Campaigns," click the Upgrade center link on the left side.
- Open the "Advanced mode" and click "view all campaigns."
- Click "View: all but deleted campaigns" from the menu on the left.
- Review the campaigns labeled "auto-upgraded" under the "Migration status" column.
Keep in mind:
If you have any video ad campaigns, you’ll find the upgraded campaigns by visiting the video campaign upgrade center, in the "All video campaigns" section of your AdWords account.
Once you’ve reviewed your campaigns, here are four steps we recommend taking to make sure your account is set up to meet your advertising goals.
1. Review your mobile bid adjustment
You’ll notice that for campaigns that previously targeted desktop/laptops or tablets only, the mobile bid adjustment we set is based on similar advertisers as part of the automatic upgrade. If you had mobile-specific or mobile/tablet-only campaigns, the mobile bid adjustment will be set to +0% (same bids across all devices). Take a moment to review your mobile bid adjustment and set it based on your traffic estimates and the value of mobile ads for your business. Remember that in the multi-device world we currently live in, there are many new mobile conversions like calls, in-store purchases, and app downloads.
2. Identify active matching campaigns and remove duplicate keywords
If you had previously split out campaigns by device (ex: creating a mobile-specific campaign), try to identify matching campaigns and ensure that you do not have duplicate campaigns and keywords running. All campaigns will now be targeting all devices (desktop, tablets, and mobile). If you have the same keywords running across two campaigns, we recommend grouping them together to avoid having duplicate campaigns.
3. Review changes made to Display Network campaigns
Once they’re upgraded to enhanced campaigns, Search+Display campaigns will no longer support OS, carrier, and device model targeting.This means that any campaigns that previously targeted specific OSs, carriers, and devices will now run across all types. Display-only campaigns will continue to have specific OS, device model and carrier level targeting, but platform selection of desktop, tablet and mobile will no longer be available.Also, keep in mind that Display-only campaigns using individual device model, OS, and carrier level targeting will no longer be eligible to appear on ads on desktops and laptops. We recommend reviewing your campaign targeting settings to ensure that your ads are showing on the devices on which you’d like them to appear.
Additionally, any legacy Display-only campaigns with bids set on multiple targeting types (e.g. keywords and placements) will now use bids from a single targeting type. To gain more control over when and where your ad is shown, you can set bid adjustments for your enhanced campaigns.
4. Start taking advantage of the powerful enhanced campaign features
- Upgraded sitelinks: manage sitelinks at the ad group level, individual per sitelink reporting and ability to customize messaging for mobile.
- Upgraded call extensions: manage call extensions at the ad group level, get more detailed reporting, and measure phone calls as conversions.
- Mobile-optimized ads: create specific ads and extensions to reach potential customers on mobile devices more effectively.
- Location bid adjustments: set bid adjustments for specific postal codes, cities, and other geographic areas
- Time bid adjustment: adjust your bids for specific days of the week or certain hours.
When reviewing your campaigns, keep in mind that ad extensions (such as sitelinks, location extensions, or call extensions) will not be upgraded as part of the campaign upgrade process. They will be upgraded separately on September 23rd, 2013, but in the meantime you can upgrade them yourself individually.