Starting in July 2013, Google Adwords will roll out Enhanced Campaigns.  Enhanced Campaigns allow you to customize and manage the targeting, bidding, ads, and ad extensions across multiple devices within a single campaign.  Essentially, Enhanced Campaigns are an upgrade to Google Adword’s current campaign features which includes more options for targeting mobile users, without the need to create a separate campaign.

Adwords users who already have search and/or display campaigns running, will now be able to target mobile users more efficiently

Google outlines the main features of Enhanced Campaigns as:

  1. Ability to manage bids across devices, locations and time (e.g. bidding higher when showing your ad on mobile devices or to users who are within a half-mile of your store)

  2. Ability to show customized creative, sitelinks, apps or extensions based on the context of your prospective customers and the devices they’re using

  3. Ability to track new conversion across devices, including calls and digital downloads

Adwords users who already have search and/or display campaigns running, will be able to target mobile users more efficiently, and adjust their campaigns based on better mobile ad performance data.  Users may place their bids for mobile devices as a percentage of their maximum bid for ads showing on desktops and tablets.

For more information about Google’s Enhanced Campaigns, you can visit their website at: http://www.google.com/adwords/enhancedcampaigns/