Enhanced Campaigns a year on: how have marketers adapted?
In early 2013 Google overhauled the way PPC worked with the announcement of Enhanced Campaigns.
The new system enabled (or forced) marketers to manage their mobile and desktop PPC bids within the same campaign.
While the stated aim was to simplify how PPC campaigns were run and reflect the way consumers shift between devices, some marketers felt that it was a ploy to drive up Google’s mobile ad revenues.
In May 2013 I asked several PPC experts for their initial opinions, with the consensus being that Enhanced Campaigns had made their jobs easier by streamlining the bid process.