Google’s keyword advertising service — AdWords — is getting an overhaul to make it easier for advertisers to reach key demographics on different types of mobile devices.

The search engine giant is rolling out enhanced campaigns over the next few weeks to simplify the marketing process for its AdWords customers across all device platforms as well as different locations and times.

“This is a first step to help you more simply and smartly manage your ad campaigns in today’s multi-device world,” senior vice president of engineering Sridhar Ramaswamy says in a blog post.

The change is not all about Google’s customers, however. The change will benefit Google itself with a likely boost in mobile advertising revenue.

The key features of the enhanced campaigns include:

• Powerful marketing tools for the multi-device world
With bid adjustments, Google AdWords users can manage bids for their ads across devices, locations, time of day and more from a single campaign.

For example: A breakfast cafe owner wants to attract people nearby searching for ‘coffee’ or ‘breakfast’ on a Smartphone. Using bid adjustments, with three simple entries, the owner can bid 25 percent higher for people searching a half-mile away, 20 percent lower for searches after 11 a.m., and 50 percent higher for searches on Smartphones. These bid adjustments can apply to all ads and all keywords in the same campaign.

•  Smarter ads optimized for varying user contexts
People often look for different things depending on location and circumstance. Now, with enhanced campaigns, “you’ll show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day,” the blog reads.

For example: A national retailer with both bricks-and-mortar stores and a website can show ads with click-to-call and location extensions for people searching on their Smartphones. At the same time, the retailer can be showing an ad for its e-commerce website to people searching on a PC.

Advanced reports to measure new conversion types
Technology has allowed customers to take action on ads in a variety of ways.

“Potential customers may see your ad and download your app, or they may call you,” the blog reads. “It’s been hard for marketers to easily measure and compare these interactions.”

Enhanced campaigns allow advertisers to easily count calls and app downloads as conversions in their AdWords reports.

For example: The advertiser can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in their AdWords reports. They can then compare them to other conversions like leads, sales and downloads.

Google plans to upgrade all campaigns by mid-2013. The company is offering the following resources to aid in the transition:

Website
Help Center
Upgrade videos and guides
AdWords Community forum

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