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.