When Google Adwords announced Enhanced Campaigns, there were mixed emotions coming from practitioners in the search marketing industry. The biggest would be the unification of Desktop, Tablet, and Mobile campaigns.
I for one, usually build my campaigns that way, having a separate campaign for each of the devices I mentioned. The reason is that audiences using these devices have different characteristics, different cost per click, and varying conversion rates based on some factors. Way before the roll out date (July 22), I already switched my campaigns to Enhanced to at least feel the beat already before I’m forced to do it.
The Cons of Enhanced Campaign
True to everybody’s complaints, I’m no longer able to separate campaigns by device. Everything now runs in a single campaign. Although I’m able to control bidding for mobile, it’s no longer possible for tablets. Same goes with the ability of assigning mobile-centric landing pages to mobile campaigns. It’s either you send all traffic to the same landing page, or, create landing pages using the responsive design technology. Continue reading