As most of you know, today was the very last day to upgrade your AdWords campaigns to “Enhanced Campaigns.” This means that, as of today, Google is automatically changing your AdWords account, even if you don’t want them to.
Here are the people who have the most to worry about enhanced campaigns: businesses who do NOT want to be targeting mobile traffic with their AdWords accounts, and who previously setup their campaigns to target only desktop traffic. Basically, the switch to enhanced campaigns means that by default all AdWords campaigns will be targeting mobile, tablet, and PC visitors. This is very controversial in general, but it could really kill the ROI of small-budget AdWords campaigns if if suddenly half your clicks are going toward mobile visitors when you weren’t expecting it.
So here’s what you do: go into your new “enhanced campaign” and find the “bid adjustment” in your settings. You’ll probably see that Google has automatically selected to bid 20% less for mobile traffic than PC traffic. If you don’t want ANY of your advertising dollars going toward mobile visitors, you need to change this setting to -100% for mobile traffic. This will effectively eliminate all mobile traffic. However, if you’ve neglected your AdWords account for this long, and failed to upgrade to “enhanced campaigns” manually over the last three months, then it’s safe to say that you should not fix this yourself, and you should instead get a professional to audit your entire AdWords account, because I can virtually guarantee that there will be lots of other places where we can tighten things up for you.
Will Marlow is a search engine marketing consultant who loves helping people find awesome keywords, and holds four certifications: Google Analytics Certification, Google AdWords Search Certification, Google AdWords Display Certification, and certification as a Bing Ads Accredited Professional.