The most recent update to Google's Enhanced Campaigns affects any and all marketers who deal with website analytics to run PPC campaigns. In an effort to help manage mobile campaigns and manage ads, Google introduced its latest Adwords program that has offered a variety of exciting challenges to today's marketers.
SiteProNews points out that the changes companies should watch out for are the changes to mobile campaign management and how ads are created. There used to be mobile-only campaigns, and while they are not completely gone, they are now integrated with other campaigns and designed to be controlled easier. There is also the option to craft multiple ad types for the same campaign to better reach different audiences on different devices.
The Enhanced Campaigns program is designed to make ad campaign management much easier, and while some marketers have been confused by the changes, there are a few different program functions to keep in mind. Search Engine Land says that it does make sense to offer ads for tablets and desktops because, as was pointed out by Google experts, the differences between the two are becoming fewer.