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Google Enhanced Campaigns – What You Need To KnowGoogle Enhanced Campaigns – What You Need To KnowGoogle Enhanced Campaigns – What You Need To KnowGoogle Enhanced Campaigns – What You Need To Know

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Google Enhanced Campaigns

This week Google announced a big change to the functionality of Google Adwords – Google Enhanced Campaigns. The aim of the change is to acknowledge that our advertising audiences are ‘constantly connected’, and to make targeting ads to these audiences more simple. Google are going to achieve this by ‘enhancing’ their campaign capabilities and allowing you to use a single campaign to target different devices, locations and times. Currently this can’t be done because locations and devices were selected at the campaign level, meaning you had to make separate campaigns for different locations and devices.

 

No longer will you need different campaigns like “Sydney mobile”, “Sydney desktop”, “Melbourne desktop”, etc. These can all be merged into one campaign which will target multiple devices and areas. Google is selling this idea as allowing you to focus more on your advertising and your audience, rather than your technology. It isn’t really offering much you couldn’t do before (although there are a few things) – but it is making it a lot easier and quicker.

 

You can upgrade your campaigns at any time (once it is enabled in your account), but Google plans to have all upgrades complete by mid 2013. The new features include:

 

  • Bid adjustments for devices, times, days and locations
  • Allowing separate ads for different devices within a single ad group (there will be a checkbox for ‘mobile preferred’ ads)
  • Allowing ad extensions at the ad group level rather than campaign level
  • Allowing ad extensions to be scheduled – so you could have different ones for sale times, opening hours, weekends, etc.
  • Allowing mobile-specific extensions even though they’re in the same campaign
  • New: Showing clicks on individual sitelinks, rather than just ‘sitelinks’ in general.
  • New: If you change your extensions, performance history will be maintained (previously was deleted)
  • New:Conversion types – digital downloads (apps) and calls (longer than 60 seconds would be a conversion). Not sure if these will be available in Australia though.

 

Note that you won’t be able to use these extensions and bidding features until you create an enhanced campaign – and if you want the new extensions features, then you will also have to create new extensions in your enhanced campaign.

 

What do marketers think?

 

Initial thoughts from the marketing world are that Google is helping out smaller businesses (who might have less time) at the expense of larger businesses and agencies (who might appreciate more granularity).

 

While there is much praise of the geotargeting and sitelinks changes, there is concern about the device targeting capabilities. In particular that advertisers won’t be able to opt out of desktop advertising, and that tablets and desktops are being grouped together (except in display).

 

Some people say this is Google’s way of forcing advertisers onto the mobile network, but I disagree because a)You will be able to exclude mobile by using a -100% bid, and b) for advertisers who don’t question this change, it is likely their campaigns would have been opted in to all devices anyway.

 

Note that even if you have only mobile optimised ads, these can still show on desktops and tablets – it doesn’t seem there is a way to opt out of desktop and have a mobile-only campaign.

 

Most marketers seem to agree that the new interface will make it simpler to manage devices and locations, but it also signals a loss of control.

 

The other problem is that, like with any change, there is going to be a lot of work to get the existing campaigns updated and merged – Google has a 28 page PDF about how to properly upgrade to enhanced campaigns. The most tricky will be merging your different location campaigns or different devices. Google will have two separate methods:

 

Simple Upgrade Flow – Use this on one campaign at a time to upgrade to the new features (where there is no merge necessary).

 

Merge Flow – Helps you combine two very similar campaigns into one (e.g. when only geographic or device differs between them). Use this tool to merge two or more existing campaigns into one new one.

 

This is a big change, and is requiring a lot of work from Google’s customers (i.e. all of us advertisers). Google wouldn’t be doing this if they didn’t think there was a need for it, and businesses should follow their lead. Not only should businesses fine-tune their advertising targeting, but also start ensuring their websites have the appropriate capabilities, and their businesses have responsiveness, to be able to service the changing demands and habits of their customers.

 

Read more about the Google Adwords changes on the Google site 

 

Google Shopping Goes Paid – 17th October

By | Google News, PPC | No Comments

On 17th October, Google Merchant Centre users in the USA will no longer receive free clicks through Google Shopping/Product search, but instead will have to fight it out in the paid bids similar to Product Listing Ads through Adwords.

 

Switching a free, relevance-only offering to paid-inclusion – Evil or just good business sense?

 

Paid Inclusion or Not?

 

Google has stated that ‘paid inclusion’ has historically referred to entries which were not identified as paid, whereas their paid shopping entries will all be labelled appropriately.

 

Other people (including the US Federal Trade Commission) see paid inclusion as any practice of including a result only if payment is made – (which potentially excludes relevant entries if they are not paying).

 

Google Shopping previously provided a huge ‘inventory’ of products, which was very helpful in finding the more obscure products on the web. However, with paid inclusion, how much of that inventory is still going to be searchable?

 

A Good Way To Fight Spam?

 

Should we believe Google that the reason for the change was to encourage advertisers to provide more up to date, high quality feeds? After all, it’s true that if you are paying for each click on your feed, you don’t want to waste clicks on products which aren’t there anymore. Additionally, you want to encourage relevant customers by having the most relevant information in your ads. This will all in turn mean a better user experience for shoppers.

 

However, as Danny Sullivan has pointed out, this could have been achieved by an annual fee, but then again, why would you want that when you could get an almost unlimited revenue of clicks?

 

Also, when they have to charge people to try and minimise spam, what does that say about their technology? Their regular search results are up against much stronger spam every day, is there no hope for them in fighting it?

 

What Else Can We Pay For?

 

The Bigger Worry: What else could Google change to Paid Inclusion?  Many businesses get a huge amount of their business through Google, and have become increasingly reliant on it. The most obvious example of something which could move to Paid inclusion now is Google Places. They have just had a big shakeup to make businesses transfer to Google Plus, could they switch the whole thing again, this time to paid inclusion?

 

We’ll do another post after the changeover to see whether the cost of clicks in PLA adgroups has risen, numbers of competition has increased or maybe some advertisers just refused to pay.

 

The changes will roll out to Australia and the rest of the world probably over the next 12 months.

 

Google change from 10 to 7 Organic results

By | Google News | No Comments

 

What’s Going On?

According to Danny Sullivan form Search Engine Land  Google is testing a new way to present search results, changing from the traditional 10 pages results to a 7 pages result, so at  MooMu Media we investigate the impact of that change on the results of the most popular search engine in Australia.

 

Coles Seacrh Term (Data SiteLinks 7 results)

 

Impact in Australia

Although in America it looks like the change affects all sites with sitelinks (Not just brand searches) in Australia it looks like the 7 results page works just for brand searches, unless the general term, that you use in the query ,fits into the domain (e.g carsales)
 
Carsales SearchTerm (Data Sitelinks 7 results)
 
For general term searches in Australia it is not common to get results with sitelinks, as a  consequence, general term searches usually get 10 results on the page.
However, if you add specific information for the web site where you want the information, the results will change.
 
Australia Search Term (siteLinks With No Data)
 
Let’s say you are looking for Australia but you want information from Wikipedia, so you type in the search bar “Australia Wiki”. You will get 7 results, which is different to  if you type just “Australia”, then you get 10 results on the page, even if the first result is Wikipedia.
 
Australia Search Term (Data sitelinks)
 
According to Google Webmaster Tools , Google only shows site links for results when:

-Google thinks they’ll be useful to the user

-The structure of a site allows Google algorithms to find good site links.

 

I’m not sure if this change is focussed on improving usability (do users prefer 7 to 10 results?) or if it is the intent of Google to improve their advertising system giving less organic results and eventually more Ads.

Google Local Pushes 6 More Spots Off Page 1

By | Google News | No Comments

 

We noticed in search today some instances of Google local results being counted as ‘normal’ results and thus pushing a lot of normally ‘page 1′ sites onto page 2.

 

See below – the red line shows 7 ‘local’ results for ‘plumbers Sydney’, whereas the blue line shows only 3 ‘normal’ results on page 1.

 

Google Local taking up page 1

 

I could be all conspiracy theory here and suggest that Google is pushing sites to use Google Local, which is now actually Google Plus. In this page, if you want good page 1 real estate you have to either be using Google Places or Google Adwords! The top 3 results of organic listings are way below the fold.

 

 

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