Enhanced campaigns are the number-one topic I hear about these days. That is quite a feat considering how new they are to the market, and only goes to underscore just how important a change they represent.

Mobile is an indisputable part of our everyday lives, and the space is ever-evolving. Tablets have taken root, and where once mobile was meant to free us of devices, now it has offered yet another medium we happily embrace (and weight we carry).

When it comes to accessing content by digital devices, what it all seems to come down to is preference. And preference goes a very, very long way when it comes to user experience. These days, we access what we want, on the terms we want. Brands spend endless resources trying to connect with their customers and prospects on the mediums that matter to the user.

How Enhanced Campaigns fit In

Enhanced campaigns put a really interesting slant on things. Instead of targeting users with content based on device, they shift the focus to targeting specific users across device mediums. Google continues to roll out new functionality that further underscores this effort, with a stated purpose of providing reach to users based on their “context as well as their intent.”

From a brand marketing perspective, it at first may seem reminiscent of the traditional brand marketing paradigm of keeping the same message, price, and promotion across channels. Enhanced campaigns line themselves up to do something similar: you want to reach a certain type of customer, give AdWords the message and it’ll reach them regardless of device. Device agnosticism is becoming increasingly important: user preference is to switch screens, and devices, without necessarily changing intent.

Making your campaigns matter — everywhere

Thinking deeper about advertising, the people that created the concept of “one message” did so to maximize brand impression. That tends to be ideal when you only have limited interactions with a consumer and need to form a strong impression.

Today, limited interactions are anything but the case. Brands have the opportunity to interact with customers across a wide variety of channels… search, social, display, video, email, etc. As all of the communication channels have grown, so too has a customer’s desire for a brand to send relevant communications. Contextually relevant communications boost a user experience, and begin to establish preference.

As we look at Google’s enhanced campaigns, it will be important for marketers to determine the ways to drive contextually relevant messaging to the user, based on what he/she is searching for. Enhanced campaigns take a huge step in both giving brands the tools to do this, and giving them a push in the right direction. The user will give preference to what he/she thinks is going to give them the better user experience, and frequently that is internalized as the smallest set of hops to reaching that for which he/she is looking.

Here at Kenshoo, we’re focusing on upgrading our platform to accommodate enhanced campaigns so we can help marketers capture the cross-device opportunity. Among the functionality we are releasing is that which enables creating and cloning enhanced campaigns, reports to look at performance by device, and tools to make bulk changes. The most exciting development (to me) is our support for automated, optimized bidding with both new bid policies and a new version of Kenshoo Portfolio Optimizer, both of which will recommend a mobile bid adjustment.