Enhanced Explanation

     All AdWords accounts will be upgraded to include new customization on July 22nd. This upgrade will not change campaign content; it will assist the marketer to locate potential customers more efficiently.

Key changes to the campaign will involve smarter ads for mobile devices. This upgrade is intended to find out what the user’s intent and context is for looking up keywords, and fitting the right ad with that situation. Google is trying to make the advertiser’s life easier by automatically making these changes. Ultimately this system will attempt to provide customers with more purchase opportunities using mobile marketing.

     With this format, marketers do not have to juggle separate campaigns for different devices. Now, they are all included on one campaign across all devices. The disadvantage of this change will be that clients will have to keep track of different budgets for different devices. However, it is easy to make changes to the budget between mobile devices and computers.This is a great change for campaigns, and is better strategy to locate potential customers.