29 May '14, 1pm

How Google Can Help Enhanced Campaigns Reach Their Potential

How Google Can Help Enhanced Campaigns Reach Their Potential

It’s been over a year since Google publicly announced Enhanced Campaigns for AdWords, and just shy of a year since the mandatory transition date in late July of 2013. Early on, there was a great deal of consternation surrounding the changes brought by this new campaign model, but advertiser sentiment improved as some of their worst fears failed to materialize. Case in point, the growing consensus seems to be that smartphone cost-per-click has not risen much, if at all, versus desktop CPCs since Enhanced Campaigns were introduced. This concern wasn’t well-grounded in the first place, if for no other reason than the fact that advertisers should be firmly in control of the CPCs they pay and only willing to push them higher if the value of the traffic they are producing increases. Enhanced Campaigns did not directly affect the value of individual paid search clicks to advertis...

Full article: http://searchengineland.com/google-can-help-enhanced-camp...

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