Why You Shouldn’t Stick with Enhanced Campaign Auto-Upgrade Default Settings
July 22 has come and gone, which means AdWords Enhanced Campaigns are officially upon us. If you haven't upgraded your campaigns already, Google will (if they haven't done so already) make the transition for you. You may be thinking 'great, less work for me!', but you might want to reconsider that thought. Sticking with Google's recommended settings for your Enhanced Campaigns may prove to be a poor strategy.
Google's default settings for Enhanced Campaigns are based on bids from other advertisers who are targeting key phrases similar to yours. Google does not take into consideration your advertising goals or the historical performance of your key phrases when setting the default bids for your campaigns. Over the past few weeks, E-Power has been manually upgrading our client's campaigns to ensure that we have complete control over the bids that are set and the changes that are made.
The following are just a few reasons why you should review your campaigns auto-upgrade default settings:
- By default, Enhanced Campaigns are eligible to run across all devices: desktop, mobile and tablet. If you didn't target mobile devices before Enhanced Campaigns, you do now - unless you adjust the campaign settings yourself.
- With the new default settings, depending on how your campaigns were structured before the upgrade, you may now be bidding the same across all devices. This can cause your advertising costs to increase for devices that have generated little to no ROI in the past.
- Additionally, if you're bidding the same across all devices it's possible that your campaign will exceed its daily budget quicker than you'd like. Once a campaign exceeds its daily budget, Google stops showing its ads. This means less impressions, clicks, and consequently, less conversions or sales.
- Enhanced Campaigns require a mobile bid adjustment setting. Without reviewing the default mobile bid adjustment setting of your campaigns, you risk the chance of either bidding too high and spending unnecessary money or bidding too low and losing out on potential conversions. The table below shows the default mobile bid adjustments based on devices targeted before the auto-upgrade.
- Did your previous account structure break out similar campaigns by device type? If so, you may have duplicate keywords in overlapping campaigns. Because Google shows only one ad per advertiser on a particular keyword, duplicate phrases will compete against each other and the better-performing phrase will trigger your ad. Correct this issue by identifying duplicate key phrases across campaigns and pause any unnecessary duplicates.
Was your campaign part of the auto-upgrade? Ignoring the upgrade and letting Google do all the work for you could negatively affect your campaign's performance. If you missed the July 22 deadline and your campaigns were part of the auto-upgrade, E-Power recommends that you review and optimize your newly transitioned Enhanced Campaigns.
A well managed Google AdWords program should be set up and optimized based on advertising goals and historical performance, not based on what Google thinks is best for the program. The PPC specialists at E-Power Marketing understand how to leverage Enhanced Campaigns to drive results. Contact us to learn how we can improve your Google AdWords program and start generating ROI for your business.