Don’t forget that all Google AdWords advertisers must upgrade all existing campaigns to Enhanced Campaigns by July 22, 2013 or Google will automatically migrate your current campaigns for you, which may impact your advertising targeting settings.

Google is updating its device targeting by combining desktop and tablet devices under one setting where advertisers will not be able to eliminate one device over another, thus automatically showing ads on both desktop and tablet devices. Advertisers will still be able to “opt-out” of delivering ads on mobile devices by bidding -100% for mobile devices. If Google automatically upgrades your existing AdWords campaigns for you, it may select to opt-into mobile devices without your consent. This will affect advertisers that do not currently have mobile-friendly versions of their site and may spend un-wanted ad dollars.

The search engine has made it simple for advertisers to upgrade existing campaigns by introducing its Upgrade Center, which should be available for all users.  Below is a screen shot of the new Upgrade Center available in Google AdWords.

Google has announced that they will be retiring Product Extension ads in late May 2013, which comes after Product Listing Ads were introduced to advertisers last year.

Google says that advertisers have seen better results from their paid model of Product Listing Ads and as a result, they will retire Product Extensions which will no longer be a separate ad extension in AdWords campaigns.

Product Extensions are additions to text ads on a search engine results page that include a small image and pricing of the product the user searched for.

Google recommends that advertisers implement Product Listing Ads in order to capture commerce-related searches and promote products on Google.com and within Google Shopping. In addition, Google has introduced new product feed specifications that merchants must comply with by July 2013.

Advertisers can still implement Sitelinks, Location Extensions, Call Extensions and other ad extensions discussed here.

With Enhanced Campaigns in Google AdWords, advertisers have the ability to automatically adjust bids based on device, location and time of day or week. When Google first released Enhanced Campaigns, advertisers were given the option to increase or decrease bids for mobile devices at the Campaign level.  The screen shot below shows this option with an automatic 30% decrease for mobile devices.

Now Google has announced that in order to provide more control and precision over bids within Enhanced Campaigns, advertisers will be able to automatically adjust bids for mobile devices at the ad group level. Google says that this functionality will be introduced in mid-May.

Ad group level bid adjustments will work well for large pay-per-click (PPC) campaigns with numerous ad groups since there most likely will be a wide range of average cost-per-click (CPC) values throughout a large campaign, especially if there are multiple keyword themes throughout the campaign.

Just a reminder that advertisers must upgrade to Enhanced Campaigns by July 22, 2013 or else Google will automatically migrate your campaigns to Enhanced by that date.