For years paid search has been part of the digital marketing solutions for businesses. But the role of paid search has been changing, thanks in part to enhanced campaigns — a paid search bid setting that permits bid customization to optimize a budget.

Paid search expands a company’s footprint on a search engine results pages (SERP).   

One way to imagine how beneficial paid search ads are is to think of them as a rented out section of the results page that increases visibility.

The increased footprint of an organic result with a paid search result lends to how Internet users consume information. Internet users tend to scan a site page and will cast their eyes towards the largest visual element.

The Mobile Effect

As you have probably imagined, the rise in mobile search has greatly amended that benefit.  

Consumers are constantly switching between their laptops, tablets and smartphones, using the device that best works for where they are and what they are doing.

Statistics reflecting the behavior are becoming more evident. An eMarketer study predicts the number of mobile phone searchers will rise from 133 million in 2014 to 215 million by 2019. Another study from Duke University concluded that 90 percent of marketers surveyed expect to increase consideration customer behavior resulting from increased mobile searches.

These indicators mean marketers must plan ads that reach customers in the search context that the customer prefers. This behavioral marketing differs from strategies that plan ads for search on a specific device or targeting only a set of keywords.

Ultimately this means enhanced campaigns need to balance plans against customer behaviors.

Get Smart

Enhanced campaigns are “smart” paid search ads. Users set ads to appear according to three general events:

  • The time of day when the customer conducts a search
  • The device type on which the consumer is accessing the search
  • The location in which the ad is served, such as paid search ads for a product meant for New York City

The benefit is streamlining campaign bidding so that ads that used to require separate campaigns, like ones that required bidding differently by device or by location, can now be handled in a single campaign. Both Google and Bing offer enhanced campaigns in their paid search ads.  

Marketers set the percentage of bid based on the three conditions outlined above. They can adjust settings in the user interface. For each setting, marketers input a percent of the amount being bid. So marketers can increase campaign bids during the times of day when customers are more likely to search for a product.

For instance, a consumer food company offering a new seasoning could discover that grocery shoppers search for the word “dinner” more frequently in the afternoon. If dinner were a keyword in an ad, the company would adjust the bid timing to increase ad exposure during the afternoon.

Marketers may also consider correlating a bid on a channel against that channel's influence. They can do so with the Google Customer Journey Tool.

Enhanced campaigns ultimately offer more than making it easier to reach consumers no matter where they are or what device they are on. Enhanced campaigns apply the benefits of an increased digital footprint in search, but at the convenience of the customer, not just the marketer.