Yesterday Google announced an upcoming change for AdWords called Enhanced Campaigns that will go into effect in the second quarter of this year and affect all campaigns within the ad network.
Google says that over the last few years, user behavior has shifted to where people are using multiple devices, i.e. computers, tablets and smartphones, based on what works best for where they are and what their goal is. Because of this new behavior, Google is shifting its campaign settings so that all devices will be rolled into one campaign and Google will consider desktops and tablets as one device. Advertisers will be able to opt out of mobile devices by bidding down on the device, but will be unable to opt out of desktop/tablet devices all together.
There will be a gradual transition to Enhanced Campaigns and Google will not force a migration of the change until late in the second quarter.
Advertisers will be able to specifically create ads and extensions for mobile devices. In addition, sitelinks will be introduced at the ad group level and we will be able to see reporting for each individual link. Currently, sitelinks and its statistics are set at the campaign level. What’s more, Google says that it is working on advanced reporting to be able to see multi-device attribution to determine how many devices a visitor uses before converting.
Our Executive Vice President, Danielle Leitch, was quoted in the Wall Street Journal in regard to the release of Enhanced Campaigns.