Google AdWords relatively new ‘enhanced’ campaign structure was brought to our attention back in February. For some, it’s one of the best upgrades adwords has had. For others, it’s more of a nightmare. Google have given advertisers till the 22nd July 2013 to alter and upgrade their own campaigns. After this date, Google will automatically upgrade them for you. So what does this upgrade actually mean to businesses?

Many companies do not know the statistics or impact of how their users are viewing their websites and because of this, Google are missing out on revenue. Many advertisers focus on desktop only campaigns and ignore the mobile side. By introducing an easier, more simplified way of managing mobile within adwords, Google hopes to address this lack of mobile focus. The shift of how users access websites alters as technology advances and users strive to find the device which most suits them and their lifestyle. It is widely predicted that global mobile internet use will surpass desktop internet use in the future and this upgrade forces businesses to wake up to this ever increasing mobile engaging world. Of course this is a forced upgrade, if it wasn’t, many advertisers would simply stay with what they already know – desktop.

For those who have a mobile-friendly site, this adwords upgrade may be a treat. No more having to have separate campaigns to focus on mobile specific ads and bids. Rather, in enhanced campaigns mobile bids can be set at campaign or ad group level on a percentage basis, relative to your existing bids, ads can be optimised for different devices and you’ll have increased control over call, app, sitelink and offer extensions. And let’s not forget the advanced reporting enhanced campaigns will have across different devices, including counting call and app downloads as a conversion.

To upgrade your accounts, Google have given easy to follow instructions within campaigns. Upgrading single campaigns is a simple process in which it forces you to accept and make mobile specific bids. Creating mobile specific ads and ad extensions could be done later although it makes sense to create them at the same time.  Merging existing mobile specific campaigns with standard campaigns does take a little longer and needs some thought so should be planned accordingly.

If your website does not have a mobile-friendly version or you simply do not want to target mobile devices, you can prevent ads from showing by setting the mobile bid at -100%.  On the other hand, if you see better results on mobile than desktop, you could increase the mobile bid percentage (by up to 100%). Unfortunately though, the days of being able to target mobiles only are gone.

Whether you’re for or against this upgrade, advertisers must act before the 22nd July and alter their campaigns accordingly. If not, Google adwords will automatically upgrade them for you and you’ll find yourself automatically biding across all devices, at the same value. Generally speaking, CPCs are lower on mobiles than on desktops so looking at bidding alone, you’ll naturally want to alter your bids for mobile use. Take advantage and spend some time looking at who your customers are and the message you want to send. Adapt your ads wisely. It may be that Google are forcing this upgrade to drive revenue; however, if managed correctly, this surely will also help your own revenue too!