Google rolls out Enhanced Campaigns for AdWords

Will allow businesses to manage ad campaigns across multiple devices

Google has announced it is rolling out a new AdWords system called Enhanced Campaigns, which will allow businesses to run a single advertisement campaign across multiple devices.

Google said businesses will be able to advertise their products and services simultaneously across both mobile and desktop and target people in certain locations or at certain times of the day.

“A breakfast cafe wants to reach people nearby searching for [coffee] or [breakfast] on a smartphone. Using bid adjustments, with three simple entries, they can bid 25 per cent higher for people searching a half a mile away, 20 per cent lower for searches after 11am and 50 per cent higher for searches on smartphones, Sridhar Ramaswamy, Google’s senior vice president of engineering, wrote on the Google Blog.

"These bid adjustments can apply to all ads and all keywords in one single campaign,” he said.

With a focus on increasing cost per click on mobile search ads, Google is introducing a free mobile ad conversion measurement tool that allows businesses to track the duration of calls from potential buyers.

Google has offered some support resources on its blog to help businesses prepare for the changes.

Businesses will be able to upgrade their campaigns at the end of February, with all campaigns to be automatically upgraded by mid-2013.

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