Changes to Google Adwords could be good for local small business. Here's what eConsultancy had to say about it:
Google AdWords changes the game with enhanced campaigns
Google’s Adwords blog demonstrates this with a couple of examples:
“A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign”
“A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.”
There are also some reporting updates in line with the new features of Enhanced campaigns. Now, specific interactions can be classed as conversions such as phone calls that are generated from a click-to-call ad, that last more than 60 seconds. Situation based data combined with device and keyword level data will help provide a much clearer picture of the customer journey. These are insights that marketers have long wished for.
Prepare for the shift
The option to migrate to these ‘enhanced’ campaign settings will be available almost immediately. However, it’s likely that only select accounts will see it initially, with it being added to more over the coming weeks and months. Once the advertiser is happy to make the transition, assuming the option exists in the account, they should seek to enable the enhanced set up. Read more