Paid Search Engine Marketing: Why You Should Be Optimizing for Enhanced Campaign Modifiers

August 30, 2016 Chaitanya Chandrasekar

In paid search engine marketing, targeting is everything - which is why Enhanced Campaign modifiers such as time and geo targeting are so powerful.

Paid Search Engine Marketing - Enhanced Campaign modifiers

Paid search engine marketing can be a challenging field, to say the least, thanks to constant changes in technology and publisher ecosystem. This blog will cover Enhanced Campaigns from Google. Yes, Enhanced Campaigns introduced a lot of changes – and sometimes headaches – for marketers, but they also have an extremely important upside: they give performance marketers one of the most important benefits of paid search engine marketing: the ability to optimize bidding using segmentation. 

Why is this important? This is because not all clicks are worth the same to your paid search engine marketing. For example, consumers living in wealthy neighborhoods may be better targets for a luxury product than consumers in middle-income neighborhoods. Using campaign modifiers in Enhanced Campaigns, you can target specific segments of users, in this case by geography (and even use some advanced geo targeting tactics), and adjust your keyword bidding to match the value of this segment to your business. 

Consider these Enhanced Campaign modifiers and how you can optimize for:  

  • Day-of-week: Many businesses experience different conversion rates on the weekend. It makes sense to adjust bidding based on the days of the week that return the greatest value for your business.  
  • Day-of-month/Week-of-month: Some advertisers see increased activity on paydays. These businesses should be adjusting their bidding based on the day of the month.  
  • Month-of-year: Seasonality affects most businesses, so most businesses should adjust bidding accordingly. For example, travel companies should adjust bidding in January to capture the spike of travelers making reservations for summer vacations.  
  • Geography: Buyer behavior in New York City is likely to be far different than that of users in New South Wales. You risk overspending or leaving money on the table if you don’t make use of location data. 

Now here’s the hard part: manually analyzing data and optimizing bids for even a few of the above modifiers can be extremely time consuming. Even if you have a bid management platform to help automate your paid search engine marketing, if it’s a first-generation solution, chances are good it doesn’t support Enhanced Campaigns completely. 

On the other hand, a modern, predictive advertising platform can automate pay-per-click search engine marketing and adjust bids based on every type of modifier and data available, letting you optimize your program and drive greater performance. 

Support for Enhanced Campaigns is just one example of how a legacy bid management platform can keep you from improving conversions and driving greater return on investment in your paid search engine marketing. Learn more in our eBook, “8 Reasons to Rethink Your Current Bid Management Software.”

About the Author

Chaitanya Chandrasekar

Prior to QuanticMind, Chaitanya built and managed the traffic acquisition platform and was part of the Data Science team at NexTag. His experience in the industry and knowledge of platforms led to his co-founding QuanticMind. He strongly believes in the power of data technology, which can help decipher Big Data to unlock new ideas and opportunities. Chaitanya earned his Master of Science in Mechanical Engineering from Stanford University.

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