As time winds down to the “Courtesy Upgrade” of your Google AdWords account, here are a few things that we’ve learned along the upgrade way. Some of these you may already know; others may be a revelation to you. Either way, I hope these tips and tricks help you through the Google AdWords Enhanced Campaign conversion process and simplify the required ppc management.
Click to Call: Some of you might want shoppers on Mobile devices to call only instead of visiting the website. While that might makes perfect sense when someone is in the office to answer the phone, a visit to the website might be far more valuable after hours. Enhanced Campaigns provide us with the ability to direct mobile clicks to calls ONLY during office hours, and after hour clicks will all be routed to the website automatically.
To accomplish this, just visit the Call Extension tab in AdWords. Once there, edit your current Call Extension (or add a new one) and click the Start/end dates, scheduling button. From there, you’ll be able to modify the Call Extension to show ONLY when you actually want calls to be received. Here’s an example of this in practice:
Convert all Google AdWords campaigns at the same time or not: My suspicion is that one or more of you have been in a situation where you’ve added a new campaign in the Enhanced format, but did not have time quite yet to upgrade the other Legacy campaigns. Once you add that new campaign in an Enhanced Campaign format, Google will likely ask you to upgrade the Call Extension for it. All will be fine until the time that you get around to upgrading the other Legacy campaigns. We’ve found that the other Legacy campaigns that are upgraded at that future date will lose the Call Extensions that were associated with them prior to upgrade.
It’s an easy fix, but something to be on the lookout for. As soon as you upgrade the other Legacy campaigns, just enter each of these campaigns and add the new Enhanced Call Extension (created when you added that new campaign mentioned above) to each of your original campaigns.
Did you know you can set up scheduling for Sitelinks in your Google AdWords campaigns?
Let’s say if a customer orders by 2 PM during a business work day, you are able to ship their order the same day. You can set up an AdWords Sitelink that announces that fact — Your Order Ships Today — and use the Sitelink Scheduling feature to only have that particular Sitelink running from Midnight to 2 PM during the work week.
When you edit an AdWords Sitelink, you are presented with an option to create a custom schedule for that Sitelink. In this area, you can choose particular days or stretch of days, and also choose times of day when this particular Sitelink will show up to the searcher. You can choose All Days, Monday to Friday, or even set up a schedule for individual days of the week.
You could also design a custom landing page on your website that reaffirms this to a searcher who clicks on that AdWords Sitelink. Perhaps even include a timer countdown on this customized landing page with a strong call to action to create a sense of urgency and get the user to complete their transaction. This can be a good way to take advantage of your company’s efficiency and give a potential customer a strong feeling of satisfaction from their purchase.
You can also set a Start Date and an End date for your Google AdWords Sitelinks if you want to run a promotional special only for a certain time frame. Again, you could create a custom landing page on your site to use in conjunction with this special promotional Sitelink to reinforce the special offer’s message.
As Nikki noted in an earlier post, Google recently announced a new AdWords campaign format, called Enhanced Campaigns. There are an array of new features with this update but the principle idea behind this structural change is to help simplify the increasingly dynamic device and location-based targeting at Google AdWords. The feature that I find most intriguing is the capability of adding bid multipliers to a campaign based on the physical location of a search.
While the foundation of location targeting will remain the same, such as targeting and excluding locations, we now have the ability to bid more or less on a physical location or distance from a location, such as a business address. Google’s addition of bid multipliers using location-based segments is a great addition to the AdWords program. The ability for advertisers to decide how aggressively they would like to target consumers based on physical location, adds a whole new dimension to geographic targeting.
With Location-Based Bid Multipliers, a brick-and-mortar business, whose customer base is strictly local, can add a 150% bid multiplier for searches within a five mile radius from their store and a bid decrease for anyone who is located beyond 15 miles but still within a 30 mile radius. The idea behind this strategy is that not all consumers have an equal chance of converting. For many businesses, the location of a potential customer is the biggest component in the conversion equation and needs to be taken into account for effective PPC Management.
This advanced bidding feature is also incredibly valuable for an eCommerce business. Often times, eCommerce advertisers have large quantities of campaigns targeting an entire country. Although they do not perform equally in all locations, the idea of having to split out hundreds of campaigns to target every state, or even specific cities, can be overwhelming and extremely time consuming. Even if campaigns were eventually split, being left with tens of thousands of campaigns, it would be more difficult to manage effectively. Keeping campaigns consolidated while being able to add bid multipliers to specific locations based on performance is a far more efficient alternative.
The addition of Enhanced Campaigns is a big move for Google and it’s going to be an interesting journey to see how these features impact ad performance. While there are a few features that I do not agree with, bid multipliers for location targeting is one I am very excited about.