{"id":103485,"date":"2013-02-07T02:04:00","date_gmt":"2013-02-07T07:04:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/screens-collide-with-googles-new-enhanced-campaigns\/"},"modified":"2024-12-19T16:42:04","modified_gmt":"2024-12-19T21:42:04","slug":"screens-collide-with-googles-new-enhanced-campaigns","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/screens-collide-with-googles-new-enhanced-campaigns\/","title":{"rendered":"Screens Collide with Google\u2019s New Enhanced Campaigns"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3386 alignleft\" src=\"\/wpe-content\/uploads\/2013\/02\/iStock_000019615779XSmall.jpg\" alt=\"Screens Collide with Google's Enhanced Campaigns\" width=\"270\" height=\"151\" \/>Today <a title=\"Google's New Enhanced Campaigns\" href=\"http:\/\/adwords.blogspot.ca\/2013\/02\/introducing-enhanced-campaigns.html\" target=\"_blank\" rel=\"noopener\">Google announced some of the biggest changes to its Adwords platform in recent memory<\/a>. With the\u00a0rollout\u00a0of what it&#8217;s calling Enhanced Campaigns, the search giant is doing a pretty dramatic 180 in its approach to the increasingly critical mobile space. Effective for everyone in June of this year and available as an option to all over the next few weeks, Adwords will be implementing the following changes:<\/p>\n<ul>\n<li>All device targeting (desktop, tablet and smartphone) will be managed in one campaign<\/li>\n<li>Advertisers will no longer be able to target tablets and\/or smartphones in separate campaigns<\/li>\n<li>Desktop and tablet device targeting will merge, and advertisers will no longer be able to opt out of targeting tablets<\/li>\n<li>Separate bidding strategy and ads by device will be available within the new Enhanced Campaigns<\/li>\n<\/ul>\n<p>In other words, all devices targeted to a location will now reside within a single campaign, and mobile-only campaigns will soon be a thing of the past. What&#8217;s most surprising about this change is that Google has been saying for the past few years that <a title=\"Best Practice to Break out Mobile Campaigns\" href=\"http:\/\/googlemobileads.blogspot.ca\/2011\/02\/mobile-best-practice-separate-out.html\" target=\"_blank\" rel=\"noopener\">it&#8217;s best practice to break out separate campaigns for smart phones and tablets<\/a>. With this new change, that will no longer even be possible.\u00a0While advertisers will be able to manage different bids and ads by device and opt out of targeting smartphones within the new Enhanced Campaigns, they will now have no choice but to target tablet devices along with desktops.<\/p>\n<p>In some ways, this is consistent with <a title=\"Google on Responsive Design\" href=\"https:\/\/developers.google.com\/webmasters\/smartphone-sites\/\" target=\"_blank\" rel=\"noopener\">Google&#8217;s messaging around responsive design<\/a>, which talks about delivering consistent, yet tailored, experiences to consumers across a continuum of screen sizes and devices. It also has the potential to simplify campaign management, as these separate campaigns by device all merge into one unified Enhanced Campaign. In any case, the message to marketers is clear: mobile will be a major element of your campaigns very soon if it isn&#8217;t already.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a15554281c01'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a15554281c01');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>It certainly should surprise no one that Google would be motivated to nudge advertisers into the mobile space. Just this past fall, the Macquarie Group reported that the growth of <a title=\"First Decline in Desktop Search\" href=\"http:\/\/news.cnet.com\/8301-1023_3-57530726-93\/as-mobile-rises-desktop-search-declines-for-the-first-time\/\" target=\"_blank\" rel=\"noopener\">mobile had caused the first decline in overall desktop search<\/a> since they began measuring search volumes in 2006. As a marketer, one of the biggest arguments for breaking out tablet and smartphone campaigns has been to control budgets across those devices, as competition and costs per click tend to be lower. That&#8217;s been good for marketers, but maybe not so great for Google. Despite some really strong fourth quarter results, Google&#8217;s overall cost per click has been in a continuing slide, <a title=\"Google's CPC Fell 6% year over year\" href=\"http:\/\/www.reuters.com\/article\/2013\/01\/23\/us-google-results-idUSBRE90L10N20130123\" target=\"_blank\" rel=\"noopener\">dropping another 6% year over year in the fourth quarter<\/a>. This is almost certainly the result of the growth of mobile, where those click prices are lower. For Google to preserve and grow revenue into the future, more advertisers have to adopt mobile.<\/p>\n<p>So, given this change, what should search marketers be focused on in the coming months? First and foremost, it&#8217;s clear that a comprehensive mobile strategy is no longer a luxury. Understanding how to best reach users on all devices through <a href=\"\/en-gb\/services\/paid-media\/\">search marketing<\/a> has never been more critical. Many advertisers have not even been targeting tablet devices through Adwords up until now, so making sure that landing pages and websites render appropriately will be very important. It&#8217;s increasingly clear that the best practice way to do this is through responsive design. If all devices are targeted from a single Adwords campaign, then the best way to increase efficiency, conversion and performance is to deliver a single, optimised experience across those devices. Of course, search marketers will also need to spend the coming weeks merging legacy smartphone, tablet and desktop campaigns into one, as these mobile-only campaigns will be automatically eliminated in June.<\/p>\n<p>This mobile thing, it turns out, is more than just a fad. Google is clearly convinced that the multi-screen lives we&#8217;ve been living will only intensify as time goes by.\u00a0Getting this sorted out will ultimately be a good thing for all advertisers. The fact is that everyone is getting non paid traffic from tablets and smartphones whether or not they&#8217;ve been targeting those devices through Adwords. Creating a <a href=\"\/en-gb\/services\/search-engine-optimisation\/\">multi-device optimised experience<\/a> for users will undoubtedly reap benefits that go well beyond the Adwords platform.<\/p>\n<p><a href=\"\/en-gb\/contact\/\">Contact DAC today!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today Google announced some of the biggest changes to its Adwords platform in recent memory. With the\u00a0rollout\u00a0of what it&#8217;s calling Enhanced Campaigns, the search giant is doing a pretty dramatic 180 in its approach to the increasingly critical mobile space. Effective for everyone in June of this year and available as an option to all [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":103487,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[483,408,490,803,486,1024,810],"class_list":["post-103485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-adwords-2","tag-enhanced-campaigns","tag-google-2","tag-mobile-2","tag-paid-2","tag-search-engine-marketing-2","tag-sem-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Screens Collide with Google&#039;s New Enhanced Campaigns | DAC<\/title>\n<meta name=\"description\" content=\"Google&#039;s new enhanced campaigns feature will make big changes to AdWords. Find out how your paid search efforts will be affected...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/screens-collide-with-googles-new-enhanced-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Screens Collide with Google&#039;s New Enhanced Campaigns | DAC\" \/>\n<meta property=\"og:description\" content=\"Google&#039;s new enhanced campaigns feature will make big changes to AdWords. 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