Google announced changes to its AdWords platform to merge campaigns delivered to fixed and mobile internet users. With the new "enhanced campaigns", advertisers can manage and track several campaigns, for mobile and other internet users, from one platform. Customers will be able to buy sponsored search results across devices, locations, time of day and other parameters, rather than managing campaigns separately as previously required. Enhanced campaigns will roll out to advertisers as an option over the next few weeks, and Google plans to upgrade all campaigns by mid-2013. The integration of mobile ads in the platform acknowledges the growing share of mobile devices in Google's traffic. The company is expected to increase revenues from the mobile platform as it becomes a default option under the new campaigns.
