Recently Google has been working on Adwords. It was not about a little thing like moving “Matched Search Queries” off the “Reports” tab page to the “Search words” overview. These small changes happen more often and in most cases, are received well.

However, this time it has been real. The way in which we use Adwords has been changed fundamentally: we got “enhanced campaigns”. No doubt possible since the changes are already made. Since June 2013 Google changed the “outdated” campaigns to the new system.

Especially Adwords advertisers who manage complex mobile strategies had to plan forward to undergo this “upgrade”. A lot has been changed, the most important adjustments are:

What we lost:

• Targeting specific mobile devices and providers is not possible anymore.
• Specific bids for mobile devices are not possible anymore.
• There can be no more difference between tablets and desktop computers.

What did we get back:

• Ad extensions can be set on advertisement groups level.
• Sitelinks can be classified via ad scheduling.
• Bids can be adjusted per geographical area, at the same time CTR and CPA data per geographical area are available.

The pro's and con's

These adjustments were an improvement for most people, but of course there are certain people who did not like the changes that much. People with campaigns specialized for tablets and mobile phones for example. There can be no destination-URL’s set for tablets. There is no difference anymore between desktop computers and tablets. So, the difference between desktop and tablets should be made within your own website instead of inside Adwords.

Of course there are also a lot of advantages of the upgrade. For example: * More control over extensions * CPA data per geographical area without needing separate campaigns * Better rapportage options

Advertisers with difficulties for geographical bids will get more control over their costs. For most people this upgrade was something good.

Read more about enhanced campaigns here.