The enhanced campaigns AdWords rollout has drawn mixed sentiment among advertisers. You need only monitor#enhancedcampaigns on Twitter to see the full spectrum of thoughts from opinionatedPPC practitioners.
Some marketers have found the silver lining amid the anguished cries of others, but ultimately all will be forced to accept the good and bad of enhanced campaigns.
For the past few weeks, AdWords has held webinars to shed some light on what the new campaign structure and features will mean for advertisers. They’ve discussed users’ constant connection in varying contexts (time of day, device, and location) through multiple devices as the impetus for enhanced campaigns. Many of the new features are geared toward giving marketers the ability to best match customer context to their performance marketing objectives.
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What choice do PPC marketers using AdWords have? Most likely, a large portion ( if not all) of PPC marketers are going to stick with the Enhanced Campaign Adwords since Google is their only platform for such ads. However, the ‘bad’ sides of this new ads features are still going to scrutinized.
The divergent opinions from marketers on the Enhanced Campaigns for Adwords have resulted in Adwords holding webinars to explain the importance of this new ads feature to marketers. Agreed, most of the changes relates to context and multiple devices campaigns, but the long term benefits and control for marketers still remain a critical issue for marketers.
The updates on the Sitelink extensions are particularly interesting. Marketers can now take advantage of as many as 20 Sitelink per ad groups. Of course, taking advantage of more pays better for those using the Enhanced Campaign Adwords.