1. At a glance
AdWords enhanced campaigns let
you:
● Manage your bids across
devices, location and time
● Show the right creative,
sitelink or extension based on
user context and device
capabilities
● Track new conversion types
such as calls, app installs and
cross device conversions
(coming soon)
Elevate your advertising to reach
audiences in a multi-device world
We live in a constantly connected world where most of us carry at least one
device, all the time, every day, and we use our devices interchangeably
depending on our situation, seamlessly transitioning between them. This
technology creates new opportunities for businesses to deliver a message
customized to the specific context of a potential customer, such as their location,
the type of device they are on and the time of day. Marketers have never had a
more powerful reason to be relevant.
AdWords enhanced campaigns help you reach people in the moments that
matter across all devices, with smarter ads that are relevant to intent and
context.
Prepare for enhanced campaigns
Enhanced campaigns make advertising across devices smarter, more powerful
and more measurable. These quick steps will make it easy to take full advantage
of enhanced campaigns functionality:
● Identify all multi-device campaigns and upgrade these first.
● Determine which of your desktop and mobile campaigns have the
same keywords, ads, extensions and location targeting. Combine
these campaigns for simplified campaign management.
● Plan to copy mobile ads and extensions from mobile-only campaigns
to the new enhanced campaign to maintain as much
history/quality as possible.
Learn more at google.com/adwords/enhancedcampaigns

2. Upgraded extensions
Allow you to:
● Specify different extensions to
show on smartphones v.
desktop and tablet devices
● Customize bids for different
times of day and days of the
week
● Measure the performance of
extensions with detailed per
link reporting
● Enable mobile specific
extensions such as App
Extensions to appeal to
smartphone users
● Drive traffic into stores with
Offer Extensions (US only)
● Count phone calls as
conversions using advanced
call reporting
Track more conversions
● Install AdWords conversion tracking on all the “Thank You” pages of
both your desktop and mobile sites.
● Enable conversion tracking for phone calls by using advanced call
reporting and specifying a duration for a call conversion.
● Set up digital download tracking for app installs.
Think locally
● Optimize your geographic bids based on priority locations or
marketing goals.
● Use location extension targeting to increase bids and maximize
relevant traffic near specific locations (such as your physical store).
● Create ads that will appeal to your local customers by mentioning
in-store specials and use Location Extensions to make it easy to for
customers to see how far they are from your store.
● Adjust your bids based on the time of day and day of the week
depending on when customers are more likely to make a purchase.
Have a mobile strategy
● Consider the value of mobile unique conversions, such as calls or
visits to your store when setting your mobile bid adjustment.
● Customize your mobile creative by mentioning any mobile-only specials
or calls to action that will appeal more to a user on the go.
● Enable mobile-specific extensions, such as App Extensions, to
optimize for smartphone users.
● Preserve or enable ValueTrack to direct/monitor traffic to the
correct destination URL.
Optimize
● Experiment with multiple bid adjustments to assign value to specific
combinations of user signals, such as location and device.
● Use bid adjustments to optimize based on your ROI, taking into
account new conversion opportunities on mobile.
● Leverage automatic bidding tools, such as Conversion Optimizer to
automatically optimize your campaign based on performance.
Learn more at google.com/adwords/enhancedcampaigns