by Car­oli­na Bel­trán, Dig­i­tal Media Super­vi­sor

Today, Google launched a sig­nif­i­cant change to AdWords: *Enhanced Campaigns*.

Google has found that con­sumer behav­ior has changed when it comes to com­put­ers, tablets & smart­phones. Peo­ple con­stant­ly switch between devices, using the one that works best for where they are and what they are try­ing to do. Enhanced Cam­paigns are Google’s response to chang­ing con­sumer behav­ior and are designed to give mar­keters a sim­ple way to pro­mote the right mes­sages to the right peo­ple based on user con­text and device capa­bil­i­ties.

The 3 key areas of improve­ment are:

1. Pow­er­ful mar­ket­ing tools for the mul­ti-device world – You can now adjust bids by loca­tion, time of day, and device. All devices will now roll up into one cam­paign and tablets/desktop will now be con­sid­ered one device. You can opt out of mobile by bid­ding down on the device, but you will not be able to opt out of desktop/tablet all togeth­er.
2. Smarter ads opti­mized for vary­ing user con­texts – With Enhanced Cam­paigns, you’ll show ads across devices with the right ad text, SiteLink, app or exten­sion, with­out hav­ing to edit each cam­paign for every pos­si­ble com­bi­na­tion of devices, loca­tion and time of day. You’ll now also be able to cre­ate SiteLinks at the ad group lev­el and see indi­vid­ual stats for each link – where­as before you couldn’t.
3. Advanced reports to mea­sure new con­ver­sion types – Google rec­og­nizes it’s been dif­fi­cult to mea­sure and com­pare cus­tomer inter­ac­tions with your ads. To help you mea­sure the full val­ue of your cam­paigns, Enhanced Cam­paigns enables you to eas­i­ly count calls and app down­loads as con­ver­sions in your AdWords reports.

*Don’t *pan­ic, friends!* It’s a big change, but *a slow tran­si­tion peri­od. Google will not force migra­tion of exist­ing cam­paigns until late Q2 2013. A*s with all new prod­ucts, the soon­er you are set up on Enhanced Cam­paigns, the more time you’ll have to estab­lish cred­i­bil­i­ty and see results start to ramp up. A few impor­tant notes: ***

- You will not need to cre­ate all new cam­paigns – You will be able to merge cam­paigns that already exist for the dif­fer­ent devices.
— This will be a slow release, and you will grad­u­al­ly see the abil­i­ty to upgrade appear in your AdWords account.

Please vis­it Google’s Enhanced Cam­paigns site for more infor­ma­tion and reach out with any ques­tions. We’re here to help!