In an effort to help advertisers reach potential customers more effectively on a multitude of devices and during different times of the day, Google Adwords introduced a major change on Wednesday, February 6, 2013: Enhanced Campaigns.
Google says, “Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.”
There are three key features to Enhanced Campaigns:
1) Powerful marketing tools for the multi-device world
2) Smarter ads optimized for varying user contexts
3) Advanced reports to measure new conversion types
Some Google Adwords advertisers will have a chance to try enhanced campaigns over the next few weeks, however Google plans a full rollout by mid-2013.
This major change to how Adwords works will require important adjustments to your Google Adwords campaigns so make sure you check out all the available resources from Google so as to make a smooth transition and avoid any surprises: Google Adwords Enhanced Campaigns