Back in February 2023 Google announced a major change to the way Google AdWords campaigns work by changing the way you target and bid by location, time of day and device. These new campaigns are referred to as enhanced campaigns.

There are loads of new features in these enhanced campaigns, but in a nutshell, you can:

• Multiply bids based on location, time of day and device by increasing them up to 300% or reducing by 100%.
• Serve ads optimised for mobile devices from the same campaigns as all your other ads.
• Serve device-optimised ad extensions like site links and phone numbers.
• Learn more about the success of your new campaigns with new conversion types and reporting.

Before enhanced campaigns, if you wanted to target different ads or adjust your bids for mobile devices, you generally had to create a separate campaign to do this. With enhanced campaigns, you can target your ads and adjust your bids by device from within the one campaign, for example:

Perhaps you want to target mobile users with a specific AdWords ad at a specific time of day and if that device is in a specific location. Using the features in AdWords enhanced campaigns this is now possible. You can use a bid multiplier to raise your keyword bids on mobile device searches by 300% to ensure your ads are getting seen and you can set this to happen at a certain time of day. Using the geographic settings, you can also ensure these ads are only seen by a mobile device in a certain location (perhaps near your brick-and-mortar location), and using the new ads, you can ensure a specific mobile-optimised ad is served.

Every AdWords account (yes, yours too!) will have their legacy campaigns (your old ones) automatically switched to the new enhanced campaigns in July. This is nothing to panic about; your campaigns will be largely unaffected, but if you don’t manually upgrade to enhanced campaigns yourself, Google will automatically upgrade your campaigns for you and will set your default device bids for you. If you’re one of our ongoing AdWords clients, don’t worry; you have been using the enhanced campaigns for some months now as we upgraded all of our managed accounts to take advantage of these new features. If you manage your own AdWords account you can find some tips and optimisation suggestions from Google here or feel free to get in touch if you would like further advice on this change.