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Google enhanced campaigns pro and con


Google released the enhanced campaigns in February 2013. As always we have to take a closer look on the product to understand the pros and cons.


Of course Google tells us, that everything is easier and more convenient now for the advertiser, and that is not wrong. But we have to keep in mind that Google is a company that, besides doing everything for their customers to make their life as easy and convenient as possible, also has to make profit. So let’s have a closer look on Googles enhanced campaigns.




  • Keywords all in one campaign – makes it easier to monitor campaigns that run on desktop, tablet and mobile


  • You can optimize your advertisements for mobile devices now very easy. Just opt in “mobile” when you create an ad. It will than be given preference over standard text ads, when searched on a mobile device. The ad preview is shown on the right hand side in a smartphone, so that you see how the ad will be displayed. (Sorry german text on screenshot)



  • It is not possible to run campaigns only on mobile or tablet or desktop devices, once Google does not allow the old campaign type anymore. All campaigns will be turned in campaigns of the new, enhanced campaign format, within the first half of 2013.



Google enhanced campaigns examples


Google always comes up with the example of the café or flower shop that have users that want to order online or people looking up “café” on their smartphone and than like to stop by on a café nearby. Well, that is not always the truth. I myself have customers, where mobile campaigns do nothing but cost money.

It does not always make sense to have all campaigns in your account on desktop and mobile devices. Google now forces me and my customers to advertise mobile – and of course, spend money!


Automatic enhanced campaigns update will come


Sooner or later you will have to upgrade your campaigns. I think it might be a good idea that you update your campaigns now, instead of waiting until google updates your entire account automatically.


A trick how not to run campaigns on mobile


If you do not want certain campaigns to run on mobile devices, just type in “-100%” in the campaign settings. That makes your bid “0” and your ad should not be shown on mobile devices. Well, even when it is shown, it should not cost you anything.