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The Impact of Enhanced Campaigns on Ad Spend, CPC's

Posted on 10.21.2013

The release of Google Enhanced Campaigns has been one of the most important developments in the digital advertising space over the past ten years. But what impact is it having on Internet professionals, their brand advertising campaigns, and the bottom line of their enterprise? 

Kenshoo took a closer look at how enhanced campaigns have affected search spend and conversions among other things (including cost-per-click) and what they've found will prove interesting to digital advertisers. 

Kenshoo analyzed paid search spend in aggregate across its clients for June, July and August and compared it to the same three month period during 2012 and 2011 (see chart below). What they found was that the 'general curve" of 2013's ratio of spend closely matched previous years, indicating that advertisers continue to spend at expected levels. Essentially, enhanced campaigns did not drive advertisers to increase or decrease spend. 

What most advertisers, and industry watchers, are interested in however is the impact of enhanced campaigns on click costs. Kensoo's Q3 2013 global search trend data shows that CPC were up 4 percent from the previous quarter; in short, enhanced campaignd didn't have much of an impact on advertisers average cost-per-click. 

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