Thursday, June 27, 2013

[G] Sharing enhanced campaigns stories to help you prepare for the July 22 auto-upgrade

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Inside AdWords: Sharing enhanced campaigns stories to help you prepare for the July 22 auto-upgrade

In today’s world of constant connectivity, people are switching between multiple devices throughout the day. This multi-screen reality creates new opportunities for marketers to reach customers across devices anytime, anywhere. In February, we launched AdWords enhanced campaigns to help advertisers capture these new opportunities and manage their ad campaigns more effectively.

With less than a month until the auto-upgrade on July 22, advertisers have already upgraded more than 4.5 million campaigns. We realize that the upgrade takes some work, so we appreciate the effort that many of you have put into the process. Many industry leaders and advertisers have shared their progress, results and stories with us.  Here are just a few examples:
  • M&M’S - Working with its agency partner, The DuMont Project, M&M’S brand MY M&M’S reported very strong results after upgrading to enhanced campaigns, including a 41% increase in conversion rates, 22% increase in revenue, and 31% boost in ROI for search campaigns. Across search and display, MY M&M’S reported a 15% boost in ROI. They initially thought that combining desktop and tablets into one category might negatively impact sales. But, they very quickly realized that the combination actually led to a higher ROI. The company also reduced the number of campaigns they managed from over 100 to 50 - saving five hours a week on campaign management.
  • Colombo & Hurd - This small Florida-based law firm worked with its search software and agency partner, WordStream, to upgrade its campaigns. The two teams completed the upgrade - including a full update of Colombo & Hurd’s mobile, location, and time bidding strategies - in less than 30 minutes. Since upgrading to enhanced campaigns, Colombo & Hurd reported that mobile click-through rates rose by 53%, CPCs fell by 13%, and mobile conversion rates increased by three times.
  • American Apparel - The retailer needed an easier, better way to reach customers wherever they are, whenever they’re searching for American Apparel items or stores. With enhanced campaigns, they used the proximity bidding feature and set mobile bid adjustments at 100% for a certain radius around their stores. Since upgrading, they’ve seen impressive results, with mobile conversions growing 2X and aggregate click-through-rate increasing by 7%. They’ve also found value in new features that are part of enhanced campaigns like upgraded sitelinks and sitelink reporting.
  • Third party ad platforms - Many search engine marketing platforms and agencies have integrated with enhanced campaigns to help their clients take advantage of the powerful new features. One provider recently published a detailed guide to help advertisers with the upgrade, and shared the positive progress it was seeing across clients. They noted: “We’ve seen positive results from advertisers that have opted to migrate early. Recently, a large financial services company successfully migrated to enhanced campaigns on [our] platform and optimized to increase leads by 64% while lowering their CPL by 37% across a significant portion of their campaigns.” They also observed that in the first month after upgrading, CPCs dropped by 2%, while clicks increased by 6%.
Since the earliest days of the rollout, dozens of search marketing companies have offered advertisers advice on transitioning to enhanced campaigns. Some advice (like the help provided by many of the companies above) has been extremely valuable, while some has been more speculative. Every advertiser is different, so the important thing is to review your own metrics and iterate based on your business goals. No two accounts are alike, so it’s important to get started to see how enhanced campaigns can best work for you. The key benefits that we’ve consistently heard from industry leaders and advertisers are:
  1. Better decision making made possible through improved reporting by device and location, as well as more detailed reporting on ad extension performance.
  2. Time savings by reducing the number of campaigns required to manage varying user contexts.
  3. Improved campaign management through features such as bid adjustments, device-specific formats and flexible bid strategies. 
  4. New ways to align with your business goals and operations with the ability to schedule the specific dates, days of the week, or times of day for your extensions and sitelinks, at either the ad group or campaign levels.
  5. Better ways to engage with mobile consumers using mobile-preferred creative and sitelinks, as well as proximity bidding to reach people who are nearby and on the go.
You can read about enhanced campaigns best practices and other advertiser stories on the enhanced campaigns website.

We’re learning from your feedback as we continue to improve AdWords for this new world of constant connectivity. It’s more important than ever for every business to reach customers across devices in a relevant way, and we’re hard at work building new features and improvements to help you do that successfully with AdWords.

Posted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce