Enhanced campaigns introduced, managing desktop, tablet and mobile from one campaign with bid adjustments

Enhanced campaigns replaced separate device-specific campaigns with a single campaign that targets all devices, using percentage bid adjustments for mobile, location and time of day. Tablets were grouped with desktop, mobile-preferred ads and extensions could be set within the campaign, and new conversion types such as calls and app downloads were added. Rollout began the same day, and legacy campaigns were automatically upgraded in July 2013.

Google set 22 July 2013 as the date remaining legacy campaigns would be upgraded automatically. The change removed the ability to target tablets separately from desktop and made mobile bid adjustments the primary lever for mobile spend.