Detailed Changes in Enhanced Campaigns
Below are the specific changes that have been made in enhanced campaigns.
• To customize your ads for mobile devices, you can create mobile optimized ads. This is done by checking the device preference box. This setting is shown at left for a new ad.
• Enhanced campaigns allow advertisers to easily adapt to the differences in ROI across devices by using bid adjustments at the campaign level. Enhanced campaigns give you control over the mobile bid by
allowing you to set bids for mobile ads to be a percentage of your default bids. They can be from -100% to +300% of default bids. Setting a bid of -100% will prevent your ads from being shown on mobile devices.
• Campaigns can now reach desktops and tablet users from a single place. For any ad, keyword, extension, or bid, desktops and tablets are considered equivalent, with the following exceptions:
– Ads for app promotion will only appear on devices that the app operates on. For example, ads that promote your latest Android tablet app will only show on Android tablets. See Upgrading Ads for Applications for more information.
– For “Display Network only” campaigns, advertisers will be able to target the device models where an ad can run. For details, see Setting Mobile Optimized Ads.
– For display ads, certain formats (for example, 3rd party ad serving/HTML5) will have a “Touch Device” filter for ads.
2. Plan Your Upgrade to Enhanced Campaigns
This section describes how to plan your upgrade to enhanced campaigns. In summary, you need to:
• Ensure you have access to all your AdWords accounts.
• Review the tools you can use to make the upgrade faster and easier.
• If you have copied any desktop campaigns and used them to create separate mobile campaigns, you may want to merge these campaigns together. If your campaigns target all devices (desktop, tablets and mobile), no merging of campaigns is required.
• Upgrade your campaigns using AdWords, AdWords Editor or the AdWords API, including setting a mobile bid adjustment.