Google Enhanced Campaigns Best Practices


Google Enhanced Campaigns Best PracticesEvery user online is connected to a network which allows them to communicate and discover many things such as fun facts, how-to, reviews and features of products and services, and so on. Many ad agencies and marketing companies utilize this power and this trend has dramatically changed the way of online advertisements and promotions. Google is one of the biggest companies that are known to serve and pave such campaigns like pay per click management. In this article, we will talk about some best practices of Google enhanced campaigns.

1. Location Targeting

This quarter, Google has released more details on its Mobile Ads Blog featuring location targeting tools as part of its new enhanced campaigns. Location targeting allows marketers to set their target locations (can be multiple) into one running campaign. This also gives them the control to set the bids depending on the location they are bidding on. The best thing here is that there are reports generated to have a visual view where users see the ads posted.

2. Enhanced Sitelink

Earlier this year, Sitelink was introduced and launched as these snippets of indented sub-listings that appear under the first listing on the first page in Google search results. These are based on the keywords that users type into the search engine and the algorithm created used to analyze the link structure of the related website. Now, Google gives marketers the power to edit the details of the sitelinks through description fields in the web interface. However, using keyword insertion and duplications of keywords (in the same ad group or campaign) still is prohibited.

Enhanced campaigns

3. Google AdWords ValueTrack

If you’re using keyword level URLs, you may have the benefit of using Google AdWords ValueTrack to enhance your campaign performance by device as this allows users to be directed to device-specific landing pages. If you’re targeting mobile users, then you can set target viewers of your ad to be those who are accessing websites through tablet PCs or their mobile smartphones. This can be configured through the new parameter {ifnotmobile:[value]}. As such, you can replace the [value] with any text that will show up in the keyword level URL. When the ad is clicked, users will be sent to the landing page. So in effect, you can expect greater sales conversions.

4. Adwords Social Annotations

Google AdWords has been added another wise functionality that lets advertisers add social annotations, or “Google+ annotations,” to target in-app ads. But for this social extension to work, a pre-requisite is for your Google Plus profile to have at least 1000 followers. Social annotation will display the number of your followers under the ad text on the results page of the search engine automatically. The only setup needed is for your website URL to be linked to your Google+ page.

5. Pay Per Click Management

To obtain more quality traffic, another enhanced Google campaign is pay per click (PPC) advertising which allows marketers to know users who visit their websites. Advertisers usually need to pay only for single clicks and not for the number of impressions made by the ad listing. In rather rare cases, there are also some packages that charge per thousand based on impressions. With enhanced campaigns, advertisers can now bid for PPC with context such as search location and the device used by target audiences. For instance, you can bid on a tea shop for mobile users who are within three miles in the area during 3PM to 5PM.

PPC also has better measurement or advancement in analytics where you can better segment and track multiple devices for tracking management. This includes a more enhanced analysis of the conversion rate as well, for you to be able to determine which traffic sources turn visitors into leads and sales and view statistics and percentages of your return on investment (ROI) and acquisition cost-per-visitor.


As digital marketers, these best practices can help you drive better performance in your blog campaigns through Google and attract many users online. All these must be practiced with other ongoing marketing efforts to improve your page rank and boost your site optimization. As it’s always better to be armed with a plan, you can try these five as early as now to reap the full-impact benefits later on.

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