The enhanced campaigns AdWords rollout has drawn mixed sentiment among advertisers. You need only monitor#enhancedcampaigns on Twitter to see the full spectrum of thoughts from opinionatedPPC practitioners.
Some marketers have found the silver lining amid the anguished cries of others, but ultimately all will be forced to accept the good and bad of enhanced campaigns.
For the past few weeks, AdWords has held webinars to shed some light on what the new campaign structure and features will mean for advertisers. They’ve discussed users’ constant connection in varying contexts (time of day, device, and location) through multiple devices as the impetus for enhanced campaigns. Many of the new features are geared toward giving marketers the ability to best match customer context to their performance marketing objectives.
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