A welcome change is coming to the AdWords bidding process, and the much needed news came out at the Google Performance Summit.  Enhanced campaigns frustrated a lot of advertisers as they didn’t give the flexibility required to focus on mobile. At the moment, advertisers set a base desktop bid and the set mobile bids as a multiplier on the base bid (see below). Tablet and desktop were combined which was terrible as tablet searches only account for about 5% if traffic – and not growing.

This will be decoupled in the next few weeks and advertisers will have the ability to set mobile bids, desktop bids and tablet bids independently or still make the dependent on each other.  This is a good move by Google and reinforces Google’s mobile-first viewpoint.