By Alan Coleman on 6 Mar 2013
So, Google recently announced that they are to introduce Enhanced Campaigns. It constitutes a major change in how Adwords campaigns are structured and targeted. What do Enhanced Campaigns mean for an advertiser? Within the one campaign an advertiser will now have the ability to target users on different devices with different ads. Previously, an advertiser had to create a campaign for each device if they wanted to do this. Google left the choice in the advertiser’s hands. They could bundle all devices together or create a campaign per device. It is going to be a hectic changeover. Campaigns opted into different devices are going to have to be “merged” and for accounts with large numbers of campaigns this is a laborious task. After the “merge”, there will be a significant need for a quality control check. Each campaign will need a “health check” to ensure everything is in order. It’s going to be a busy few weeks. New Features The biggest change allows users to target customers based on the device they are using and are in a specific location with highly relevant ads. Let me illustrate this with an example. If you are a retailer with a strong online and offline presence then you can chose to target potential customers searching for your products with two different ads based on their location. Scenario 1: If a user is searching “buy your product” and is located within a 1km radius of your store on a mobile device then you can show them an ad saying: 
This ad would be accompanied with the physical address of your store and the user can get directions to visit immediately. Scenario 2: If a user searches “buy your product” on a desktop computer 5km away from your physical store then you can show an ad saying: 
These 2 scenarios are just two of the new options available within Adwords campaigns utilising Enhanced Campaigns effectively. Where it is going? Sometime, not long from now, advertisers will be able to track conversions (leads, sales, etc.) across devices. Now, if someone researches a purchase on a mobile but completes the purchase on their tablet all credit goes to the tablet and none to the mobile research. Enhanced Campaigns are the first step on the path to a complete attribution model that credits the mobile research as the first step on the path to purchase. As Ireland's leading Search Marketing Agency, we are keeping up-to-date with developments in Enhanced Campaigns. Follow us on Twitter (@WolfgangDigital) for all the latest news! Ciaran
