Google announced an upgrade to its AdWords program through enhanced campaigns. As the folks at Google put it: "This is a first step to help you more simply and smartly manage your ad campaigns in today's multi-device world." The new enhanced campaigns will allow a company to serve different ads to different people based on not only their search terms, but on their context as well - such as their device and location. A "mobile preferred creative" option will make this possible. In the past, a user would have to set up separate campaigns to manage these different scenarios.
Users would also be able to increase their bid based on context. Enhanced reports will also be able to report on new kinds of conversions. Search Engine Watch explains, "This will integrate phone calls from click-to-call and app downloads in AdWords reports. It will be easier to see the full value of campaigns across actions and from new platforms. Phone calls and app downloads will be additional columns as a conversion in reporting."