This is the IRCE workshop A Year Later: The Impact of Enhanced Campaigns, presented by Adam Garcia, Director, E-Commerce Marketing - The Walgreen Co. and Aaron Goldman, Chief Marketing Officer - Kenshoo. This session is basically about the change Google made last year that no longer allows you to exclude mobile and tablet from your ads - you have to submit bid adjustments instead. Before this change, Walgreens has targeted ads and bids down to the specific level of, for instance, AT&T iPhone users.
Walgreens findings from the changes to Enhanced Campaigns:
- Lost control over device & OS targeting
- Single URL - all platforms get the same URL, so your landing pages have to be responsive
- CVR dropped
- CPC remained flat
You should check your data to look at what devices and screen sizes your PPC traffic are using.
Key takeaways from the experience Walgreens has had:
- Non-desktop devices are the primary players
- Prioritize adaptive/responsive design - move it up in your roadmap
- Test, test and retest - if you haven't tested adjusting your mobile bid adjustments, do so!
Consumers use smartphones and tablets to research and validate purchases. When consumers use their mobile phone in a store generally are checking price data.
42% of brands say they are very behind consumer trends with multi-device shopping. Only 5% say they are ahead of the trends.
If you've maxed our and optimized your Google AdWords campaign, add Facebook ads - your direct ROI on Facebook may not be great, but many major brands have seen an increased ROI on AdWords once they added Facebook ads.
Optimize your post-click experience - make sure you have an adaptive, responsive site.