Are you prepared for the Enhanced Campaigns automatic migration?

July 11, 2013

Digital Marketing Frank Andolina By Frank Andolina

Over the past several weeks we’ve outlined all of the reasons
you should upgrade to Enhanced Campaigns.  For those of you who have
not yet migrated, here’s something to keep in mind if you let AdWords
automatically migrate you on July 22nd.

 

As of July 22nd, 2013, all of your campaigns will begin targeting mobile devices.

Migrating to Enhanced Campaigns will require you to target tablets, but
you still have the choice to bid a campaign to -100% to opt out of
mobile. However, by allowing the auto-migration, AdWords will
automatically opt your campaign into mobile and will set your bid
adjustment based on the following criteria:

 

  • Campaigns targeting desktop computers – bid adjustment set based on bids from similar advertisers*

  • Campaigns targeting tablets only – bid adjustment set based on bids from similar advertisers

  • Campaigns targeting mobile devices only – no bid adjustment (mobile will be bid the same as your desktop/tablet bid)

  • Campaigns
    targeting mobile devices & tablets only – no bid adjustment (mobile
    will be bid the same as your desktop/tablet bid)

*Similar
advertisers are defined as other advertisers that have similar keywords
to you. AdWords will use that data to suggest a mobile bid adjustment.

 

In
addition, if you’ve broken out your legacy campaigns by device,
allowing the auto-migration to take place will cause a major duplicate
keyword problem. While you can always update these settings at a later
time, we recommend migrating your campaigns manually so you have full
control of your settings and bid adjustments.

Blog post by Frank Andolina, Manager, Search Services at ChannelAdvisor


Pay-Per-Click-in-a-Multi-Device-Shopping-World-LP

For more tips on how to make the most of Enhanced Campaigns, download our Enhanced Campaigns Tip Sheet, Pay Per Click in a Multi-Device Shopping World