In February, the Google giant released news of enhanced campaigns—a newer, better, easier way of advertising across the technological dimensions. Before, to show ads through mobile devices, tablets, or desktops, you would need to set up different campaigns to efficiently optimize Google Adwords. Now, after the implementation of enhanced campaigns, you can reach potential customers with the right ads based on their location, time of day, device type, and other contextual factors. This is all done without the cluttering of multiple campaigns. For example, before, a pizza company would need a separate ad campaign for people on desktops—these ads will link them to the ordering online landing page—and a separate campaign for people on smart-phones—these ads will have a call-to-order option extension with the mobile ads. After, however, with one single campaign, you can set reach out to people at home and on the go with the correct ads, site link, apps, or extensions. Also, you can set up bids for your ads across devices, locations, and time of day all within the same campaign. The downside to this is that you can no longer have a mobile-only campaign. Because of the way the new bidding multiplier is set up where bid is set at the campaign level, mobile keywords will show up in desktop keywords and vice versa., thus mixing the mobile and desktop campaigns. These new changes are ultimately meant to make the PPC process easier for PPC marketers, and to keep up with the multi-device world. Think that the new enhanced campaigns will hurt your already existing campaigns? Don't worry, you'll have until June of 2013 before the enhanced campaigns become mandatory across all campaigns. Before then, research up on the topic to make sure you understand the pros and cons of enhanced campaigns. Then you can decide if you would like to switch over early or wait until the June deadline. Keep in mind, however, once you switch over, you CANNOT switch back! So before you make the decision, talk with us at Einstein's Eyes and our support staff will help you optimize your PPC experience.