![]() ![]() Updates like this have helped reverse much of the negative fallout around the rollout. By 22 July all paid search campaigns had to migrate their accounts to the new version or be switched over automatically, and like any mandatory demand from Google this triggered alarm in the advertising world, with many seeing a sudden spike in mobile cost-per-clicks (CPCs) as a direct result.Yet since its initial rollout in February, the internet giant has released a host of new AdWords products, and one in particular is resonating strongly with agencies – Remarketing Lists for Search Ads (RLSAs). Enhanced Campaigns is designed to let marketers adjust keyword bids depending on three core variables – location, time of day and type – across devices, and all within the same campaign for the first time. It is these subsequent changes that are proving most compelling for search marketers. Since the February rollout Google has released what some believe to be the fastest pace of product launches to AdWords ever seen, none of which would have been possible without the existence of Enhanced Campaigns. It’s only a few months since Google rebooted AdWords to cater for multi-device search, yet the new version – Enhanced Campaigns – is already causing waves. Jessica Davies looks at how marketers are adapting. Tipped to be the biggest change in paid search since Google was born, the mighty overhaul of AdWords – Enhanced Campaigns – has already undergone rapid changes.
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