Today the “biggest-ever change to AdWords” (Google’s words) officially happens. Actually, it begins today, as the process will be completed over several weeks.
Google announced Enhanced Campaigns in February calling it a first step in more smartly managing ad campaigns in a multi-device world. In this feature, from one campaign advertisers can manage their bids across devices, locations, time of day, etc and Google shows ads across devices with the right text, sitelinks, apps, or extensions, without the advertiser having to edit each campaign for all the possible combinations. Enhanced campaigns also let advertisers count calls and app downloads as conversions.