Lucy Jacobsen
Feb 21, 2013

What do Google’s 'Enhanced Campaigns' really enhance?

Google's announcement of 'Enhanced Campaigns' in Google AdWords has caused some consternation among agencies and brands who lament the removal of particular features they have successfully employed for segmentation, write Lucy Jacobsen, digital media director, Dentsu Möbius.

Google’s recent announcement of Google Enhanced Campaigns’ has provoked debate among agencies and brands alike.

When rolled out in Q2, campaign structure will be changed to enable targeting across devices smartphones, tablets and desktops within a single enhanced campaign. Within an Enhanced Campaign, bid multipliers can be used to adjust bids across locations, time of day and device types.

Google’s official reason for these changes is that they are in response to...

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