About enhanced campaigns


All AdWords campaigns are now enhanced campaigns. Want to know how to make the most of these features? Learn about the different types of mobile ads available, or discover how to set bid adjustments to help improve your ad performance. Explore even more in the AdWords Help Center.

An AdWords enhanced campaign makes it easier to reach people across all devices with the right ads, based on their specific location, time of day and device type.

People are constantly switching between devices, using the one that works best for where they are and what they are trying to do. At the same time, devices are evolving quickly, with a growing list of capabilities. Enhanced campaigns provide new ways to help you reach the right audience at the moments that matter.

What are enhanced campaigns?

Enhanced campaigns let you easily manage complex targeting, bidding, and ads for different platforms like mobile and computers all within the same campaign. Account management has also been consolidated for tablets and desktops. Additionally, with enhanced campaigns you can reduce the overall number of campaigns you need to create -- you no longer need to create a separate campaign for each target device type or location.

Enhanced campaigns can save time and improve your AdWords results with features including:

  1. Powerful advertising tools for the multi-device world: Ability to manage your bids across devices, locations and time (e.g. bidding higher when showing your ad on mobile devices or to users who are within a half-mile of your store)
  2. Smarter ads optimized for varying user contexts: Ability to show the right creative, sitelink, app or extension based on the context of your prospective customers and the devices they’re using
  3. Advanced reports to measure new conversion types: Ability to track new conversion types, such as calls, digital downloads, and conversions across devices

Ads in enhanced campaigns

By default, your different types of ads will be eligible to appear on all devices (desktop and laptop computers, tablets, and mobile phones), allowing you to more easily manage your ads. However, there might be times when you want to customize your ad text or extensions to grab the attention of customers when they're viewing your ad on a mobile device.

In a single enhanced campaign, you can show different ads and extensions to your customers, depending on what device they're using or when they're searching for you.


Let's say you create a campaign to promote your women's clothing boutique in San Francisco and your online store. In a single campaign, you can create ads with headlines, messages, and landing pages that are tailored to customers searching on their mobile device for women's clothing stores in San Francisco. At the same time, you can create ads that will appeal to people who want to shop for women's clothes on their desktop or laptop computer or tablet device. Then, you can choose to show your mobile-optimized ads to customers when they're viewing them on a mobile device.

How ads work with enhanced campaigns

Let’s say your ad group contains both a standard text ad and a mobile-optimized text ad, which is an ad for which you've set the "Device preference" setting to "Mobile." On mobile devices, your mobile-optimized text ad will be given preference over standard text ads. On desktop or laptop computers and tablets, your standard text ad will be given preference over mobile-optimized text ads.

It's important to note that if your ad group contains only mobile-optimized text ads (which we don’t recommend), those ads may appear on desktop or laptop computers as well as tablets.

A mobile-optimized ad will only be given preference over other ads of the same type. Text ads, Dynamic Search Ads, Product Listing Ads, specialized-searched ads, WAP mobile ads, and ads that can run only on the Display Network are considered different ad types.

Here's an example to give you an idea of when we'll show standard ads versus mobile-optimized ones.


In a campaign promoting your San Francisco women's clothing boutique on both the Search and Display Networks, you have an ad group with the following types of ads:

  • Standard text ad promoting your online shop
  • Mobile-optimized text ad promoting your storefront
  • Standard image ad showcasing your clothes

If Google determines that an image ad should be shown to a customer browsing a Display Network site on her mobile phone, then your standard image ad will be shown. Your mobile-optimized text ad won't be shown because text ads and image ads are different types of ads.

Learn more about ads and enhanced campaigns.

Ad extensions

In enhanced campaigns, you’ll be able to have more control and deeper reporting on three types of ad extensions: call extensions, app extensions, and sitelink extensions. These are called upgraded extensions. Other extensions will function as you’re used to. An exception is social annotations, a new version of social extensions which are fully automated in enhanced campaigns.

With upgraded extensions, you can:

  • Create extensions at the ad group and campaign levels: You have more control over which ads your extensions are shown with: all of those in the campaign, or just those in a specific ad group.
  • Schedule extensions: You can schedule start and end dates for your extension to run, or set up running for specific days of week and times of day.
  • Select mobile-preferred sitelinks and call extensions: For example, to highlight your store locator or in-store deals to mobile users, or use a specific number for people on mobile phones, you can create mobile-specific sitelinks and call extensions.
  • Get extensions reviewed individually: Each extension will need to be approved separately. This means that if you create four sitelinks, for example, and three are approved and one is disapproved, then the three approved sitelinks are still eligible to appear with your ads.
  • Keep extension history across changes: You can edit each extension without resetting its performance statistics. By comparison, when you edit an extension in a non-enhanced campaign, we create a new extension and remove the edited one.
  • Monitor each extension’s performance: We'll show you performance data for each extension. For example, you'll be able to see how many clicks or impressions an individual sitelink received. This means you'll be able to better evaluate the performance of each extension.

Bidding and Quality Score

Sometimes a click is worth more to you if it comes from a mobile device, at a certain time of the day, or from specific locations. By setting bid adjustments in your enhanced campaigns, you can increase or decrease your bids to gain more control over when and where your ad is shown.

You can set bid adjustments across your entire campaign for mobile devices, times, days, and locations. If you’re running a “Search & Display Networks - All features” or “Display Network only” campaign, you can set bid adjustments for targeting methods in your ad group, like topics or placements. If you set multiple adjustments, they’ll be multiplied together to determine the final bid.

Quality Score is a measure of how relevant and useful your ads are and helps to determine your ad’s position and CPC. The way Quality Score is determined does not change in enhanced campaigns. Quality Score is calculated every time your keyword enters an auction and takes device into account. In AdWords, your estimated Quality Score is represented on a scale of 1-10 and reflects each keyword’s overall performance across all the devices on which it is serving.


The Devices, Locations, and Ad schedule subtabs available from the Settings tab allow you to update targeting, set bid adjustments, and see reporting all in one place. Enhanced campaigns give you the ability to track new conversion types such as calls and digital downloads. Learn more about new conversion tracking features.

New reports for:

  • Calls: Count calls as conversions with advanced call metrics
  • Digital downloads: Track app downloads as conversions