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!