Google made a number of announcements related to making AdWords easier to use.
1. Better discovery: For businesses looking to promote app installs on the AdMob network, we’ll enable you to reach people who are your most likely customers, based on the apps they use, the frequency of use and the types of in-app purchases they make. Google AdWords "Innovations" 2014 [adwords.blogspot.com]
2. Easier re-engagement: Over 80% of downloaded apps are used only once and then deleted.* Lots of businesses are able to get their apps onto a device, but might never see their customer again. Today we announced a new app re-engagement campaign type in AdWords for both search and display so that consumers can be taken directly into already-installed apps.
3. Enhanced measurement: In AdWords you’ll soon be able to measure conversions across the entire lifecycle of the app - from install to re-engagement to in-app purchases.
In addition, there are what it describes as Enterprise-class tools.
These include, more bulk actions to make setting up campaigns easier, automated bidding, advanced reporting, and a new lab to test your own campaigns before they go live.