You have carved out your territory in the digital advertising world and you have mastered the basics of Google AdWords. Now it is time to get serious about your online campaigns.
In the past few months, Google AdWords has allowed current customers to upgrade their accounts from “Legacy campaigns” to “Enhanced campaigns,” but in July, all accounts will be updated.
These enhancements are great for your business, especially if your website is mobile ready. Here are some of the new features that are essential for marketing your business efficiently.
When upgrading to an Enhanced Campaign, you will be prompted to set your mobile bids. Part of the beauty of enhanced campaigns is the level of customization you are now given for your individual campaigns. You can choose to have your ads that run on mobile devices to bid at the same amount as ads that run on desktop or laptop computers, or any percentage above and below. Google AdWords will also predict how your customization will affect the number of clicks and impressions, as well as how much more or less you will spend.
For example, if your business lends itself to a phone order or online mobile orders, increasing the bid amount for your ads that show on mobile devices would be beneficial. On the other hand, if traffic from mobile devices does not result in many conversions, and you do not want to turn it off entirely, you can decrease the bid amounts for ads that show on mobile devices. Google also allows you to keep bids at the same amount for all devices, or turn off mobile ads by selecting to have the bid amounts for mobile ads decreased by 100 percent.
Mobile specific extensions
Google AdWords allows you to customize what additional information shows under your ads – address, phone number, site links to other pages on your website. Now, with Enhanced Campaigns, you can customize which of these extensions show up specifically on mobile ads.
Time specific ads
Now, you can run certain ads during certain time periods. Google AdWords did a great job of explaining this enhancement with an example of a pizza parlor. If a pizza shop knows most people order pizza between the hours of 5 and 7 p.m., they can run an ad featuring a special during this time, thus targeting potential customers who are more likely to order a pie during this time.
Time specific ads also allow you to manage what ads run during what times of day. If your website traffic typically drops in the evening, or spikes midafternoon, you can manage your ads to run during high traffic times and even completely shut them down during low traffic periods.
Get in on the action before everyone rolls out their enhanced campaigns. Google AdWords is offering free consultations for already existing customers if you choose to update your account now. Mastering these updates before your competition will allow you to gain new clients or customers before the rest of your industry catches up.
Photo credit: Flickr user Carlos Luna. Used with permission through Creative Commons.