Originally published on Search Engine Watch:
On February 6th Google announced an upgrade to AdWords called Enhanced Campaigns that will allow advertisers to target consumers more efficiently with ads based on context like location, device type, and time of the day, in a single campaign.
Enhanced Campaigns have three main features:
- Campaign and budget management: An advertiser with a local presence could increase bids based on context, such as the location of the user or to adjust for device (e.g., “if this query is from mobile device, increase bid by 10%”). Bid adjustments will be found in the campaigns settings tab.
- Ads Based on Context: Advertisers will be able to differentiate mobile preferred creative where an ad would appear if the query is from a mobile device. This would take into consideration the capabilities of the device – such as whether the device can download apps or make phone calls. Mobile preferred creative will be a type of ad selection in AdWords. More…
It’s time to take a trip down memory lane to look at the winning and losing moments in online and search marketing in 2012. Everyone loves the thrill of victory and the agony of defeat, so here are a few memorable highlights from search, social, and online tech.
Dozens of new features were released for AdWords in 2012, with most of them looked upon favorably.
One of the most impactful releases, in terms of creating opportunities for advertisers, was the Analytics integration with Google remarketing. Beginning in the middle of 2012, retargeting lists could be created in Google Analytics with precise granularity, not only based on visits, but also based on any combination of segments that could represent a user’s behavior on the site. The GA remarketing lists are then assigned to and accessible from your AdWords accounts. In addition, similar targeting improvements in the AdWords interface that allow advertisers to define lists based on URLs instead of creating new codes, are really advanced level features that move the dial on any PPC account.
Ready to get started in PPC in the New Year? Many advertisers will continue into the new year with the same approach to PPC they used last year. The key is to use what is working, but to look ahead at approaches that can help reach your goals and take you to the next level. In my recent ClickZ article, I outline a simple way to kick off planning without getting buried in grids, charts, and endless PowerPoint documents.
How To Plan PPC Advertising For The New Year on ClickZ
Once the planning is in place, the set-up will begin. This was orginally published on Search Engine Watch, Setting up PPC Campaigns:
Are you starting your own PPC campaign and want to know how to get everything set up for optimal efficiency? What is the best approach to starting PPC?
Most advertisers will focus their efforts on AdWords (Google) and adCenter (Yahoo/Bing). Many second-tier search engines exist as well and are definitely worth exploring depending on your goals. While we won’t dig into specific PPC channels right now, these general best practices will apply to most search-based PPC advertising. More…