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Earlier this month, Google announced a significant change to their AdWords advertising platform – “Enhanced Campaigns.”

The new functionality of “Enhanced Campaigns” allows for more efficient campaign management when advertising across multiple devices – PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, and more. Here’s a quick look at the specifics behind this change.

Why “Enhanced Campaigns”?

Accordingly to Google, a recent study of multi-device consumers found that 90% move sequentially between several screens to accomplish a task.

When Google realized that potential customers search for brands on computers, tablets and smartphones, they realized they needed to adapt to how users search seamlessly across devices.

What Has Changed?

If you are running a mobile-targeted campaign, with mobile specific ads, the biggest change is that you are now able to do this without having a separate mobile campaign. You can now mark an ad as “mobile preferred” and Google will know to serve this ad to a mobile search.

If your mobile ads perform best over say your desktop ads and are a critical part of your PPC strategy, you now have the functionality to create a “mobile bid multiplier”. This would enable you to essentially bid more for mobile.

Some other changes that are being rolled out include location based bidding and improved management of sitelinks and other extensions.

When “Enhanced Campaigns”?

Enhanced campaigns will roll out to advertisers as an option beginning in this month. Google plans to upgrade all campaigns in June 2013.

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