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HOW TO: Make the most of Google’s enhanced campaigns

Alistair Dent, head of PPC at Periscopix, gives advice on how to make the switch to enhanced campaigns

With the introduction of its ‘enhanced campaigns’ Google is moving towards understanding the context of a search, rather than targeting by device and keyword. 

Google ads are now targeted by situation, rather than by device. In the past, when you put together a Google Adwords campaign, you thought solely by device, creating campaigns for desktop, tablet and mobile. But Google’s trying to move us away from that, and towards thinking in terms of situation and context. What information does the person want to see? That’s not necessarily informed simply by what device they’re using, but also by the situation they’re in: whether they’re at work, at home, researching, on the move and so on.