By now, nearly everyone has heard about Google’s impending migration to Enhanced Campaigns. And in a lot of ways, Enhanced Campaigns has become synonymous with words like “dreadful”, “frightening” and “icantdothisonmyown” (sure, the last word is not real, but it is definitely a real emotion).
In all seriousness, Enhanced Campaigns present a considerable challenge for marketing professionals of all sizes. After the June 2013 deadline, Enhanced Campaigns will consolidate all device targeting and geographic targeting under one campaign; and advertisers will only be able to target two device groups: smartphones and tablets/desktops. These changes to campaign structure, device targeting and geo-location targeting will require marketing professionals to take methodical action to ensure that campaign performance is not lost nor harmed during the transition.
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