Skip to Content

The author

Epiphany Search

Adwords accounts are rapidly changing over to the new Enhanced format and there have been many blogs on the announcement and initial implementations of this. It is one of the largest changes in recent years to Adwords and even further changes/improvements are being made to the capabilities of Enhanced campaigns.

Adwords accounts are rapidly changing over to the new Enhanced format and there have been many blogs on the announcement and initial implementations of this.

It is one of the largest changes in recent years to Adwords and even further changes/improvements are being made to the capabilities of Enhanced campaigns.

Google are listening to advertisers and the experiences they have had so far with enhanced campaigns; some of the recent changes have come out of that.

In mid-May, Google is launching ad group level bidding for mobile specific traffic. Initially, we were only told about the bid multiplier at campaign level where the mobile bid would depend on the bid used for computers and tablets. It now sounds like we will have complete control over the management of bids for mobile.

They have also added the capability to have different keyword level URLs for mobile and non-mobile devices so that they can be tracked separately if required. So if a company is using a 3rd party tracking which works through keyword level tracking, they can add in the following variables and their own chosen value to report on this.

This means that computers and tablets would use {ifnotmobile:[value]} and mobiles would use {ifmobile:[value]}.

One issue I have found so far is that the Sitelinks have changed to ad group level rather than campaign level. There is currently not the ability to change these in Adwords Editor, only online.

Depending on the size of your account and how you’ve set it up, it could potentially be quite a large and tedious job to change this over and taking full advantage of how specific advertiser could be.

Apparently, it will become available in Adwords Editor soon which will make it a lot easier to make bulk changes.  

Please update us on your experiences with Enhanced campaigns so far.