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Today we’re upgrading AdWords, by rolling out enhanced campaigns. This is a first step to help you more simply and smartly manage your ad campaigns in today’s multi-device world.Google Upgrades AdWords For Improved Mobile Performance [adwords.blogspot.co.uk]
Why enhanced campaigns?
People are constantly connected and moving from one device to another to communicate, shop and stay entertained. In fact, a recent study of multi-device consumers found that 90% move sequentially between several screens to accomplish a task. There’s also a proliferation of new devices — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more. And there are many more digital screens and devices to come, with the lines between them continuing to blur. For example, as devices converge, consumer behaviors on tablets and desktops are becoming very similar.
In an enhanced campaign, your ads will show on mobile devices, tablets and computers by default....
Enhanced campaigns with search ads will no longer support targeting by devices or wireless carriers