Living in a Post Enhanced Campaigns World

After Enhanced Campaigns Earth

Today marks the week anniversary of Google’s network-wide transition to Enhanced Campaigns. Here at Nina Hale, Inc., we had all of our campaigns switched to Enhanced before the forced roll-out, thus allowing us to have more control over the impact the switch might make. Having said that, we were still waiting anxiously for the network-wide roll-out to see how it would affect the performance of our campaigns (and more specifically, their CPCs). Here are our initial findings.

In a sample of 30 of our Google paid search accounts, we saw:

  • 14 account CPCs decreased (46.6%).
  • 16 account CPCs increased (53.3%).
  • Of the 16 accounts with increased CPCs, 15 had mobile-enabled campaigns running (93.8%).
  • Of the 14 accounts with decreased CPCs, just 7 were running mobile-enabled campaigns (50%).

When looking deeper into the accounts with increased CPCs running mobile, we discovered that mobile CPCs had increased by at least 20% in multiple accounts. While we believe that Enhanced Campaigns have, and will, play a role in the increase of mobile competition and bids, we cannot statistically confirm this hypothesis yet. We will circle back to this on the one-month anniversary to provide any further information regarding this hypothesis.

In the meantime, be sure that you’re closely watching your CPCs on mobile devices. Also, it is now even more important that you are optimizing your campaigns for mobile; if you don’t, your competitors will and you may therefore lose out to them due to your lack of optimization. Test mobile-specific ad copy, direct links to mobile-optimized pages and watch what your keywords spend on mobile. Then, adjust your bids accordingly.

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