Why the Change?
The advancement of internet usability on mobile devices, combined with more people getting their hands on them, has led to rapid growth of mobile search usage. When you factor in technology like AdWords, you can see how advertisers have more opportunity to deliver—and consumers to receive—targeted advertising messages that are relevant for more specific devices, times and locations than ever before.
Yet, not many advertisers were creating AdWords campaigns for mobile devices, simply because the campaign structure was difficult to discern and hard to manage. This, of course, was costing Google money in ad clicks and costing advertisers conversions from prospects searching for what they offer. So Google came up with “Enhanced Campaigns” as a solution.