Making The Transition To Enhanced Campaigns

If you manage an AdWords account, chances are you've been hearing about enhanced campaigns for awhile now. Google first rolled out the enhanced campaigns "upgrade" in February of this year. Many of you may have already transitioned your campaigns and are ready for the mandatory switch to enhanced campaigns that will happen on July 22nd. If you've been waiting to upgrade or haven't heard much about this major change to the AdWords platform - don't delay! Now is the time to upgrade.

What Are Enhanced Campaigns?

Upgrade To Enhanced Campaigns NowEnhanced campaigns are arguably the biggest change to the AdWords interface since its inception - at least this is what the Google reps have preached on the many webinars we've attended.

So what are they exactly? According to Google, the idea behind enhanced campaigns is to give users "the ability to manage bids across devices, locations, and time of day - all from a single campaign by using bid adjustments." Remember when Google was pushing separate mobile and desktop campaigns, urging AdWords managers to replicate their desktop campaigns and target the ever-growing population of mobile searchers? Well, throw that out the window. Now Google wants everything in one campaign, so "you can get the right message to the right person at the right time at the moment it matters most."

Why Should I Transition Now?

Because, time is running out! If you don't transition yourself, Google will do it for you on July 22nd. There is no way around this. I would much rather be the one transitioning my clients' accounts than leaving it up to an automated flip of the switch when the time comes. (Ignore our advice at your own peril - Google outlines the defaults here.)

If that's not enough to convince you, you may also lose your sitelinks extensions if not upgraded properly (which may cost you clicks and lower your CTR).

How Can I Transition My Campaigns?

There are two ways to upgrade:

  1. Manually upgrade each campaign from a legacy campaign to an enhanced campaign, or
  2. Use Google's Upgrade Center. At Delegator, we had transitioned the majority of our clients to enhanced campaigns before the Upgrade Center was rolled out, so we stuck with option 1 and manually upgraded our client's campaigns.

While I won't get into the nuts and bolts of how to specifically transition in this post, I will say that before you get started, we recommend making a full backup of your account from AdWords Editor. This will protect you just in case anything were to go wrong during the transition. The biggest factor, in my opinion, of how to transition depends largely on whether or not you broke out mobile and desktop into separate campaigns (meaning you have 2 identical campaigns where the only difference is the device that they target). To learn more about how to best transition, I recommend checking out the AdWords Help Center and downloading the Help Guide .pdf at the bottom of the page.

If you have any questions about how to transition your account or would like to talk about how Delegator can help with this process, please don't hesitate to ask!