Thanks to enhanced campaigns, the role of paid search has been changing. Paid search helps to expand company's footprint on a search engine result pages and increases visibility as consumers often cast their eye towards the largest visual element when we go through a website. With new technology and devices like laptops, tablets and smartphones marketers must plan ads in a way that it reaches the consumers in the search context that the they prefer. Users set ads to appear according to three general events:  

• The time of day when the customer conducts a search       
• The device type on which the consumer is accessing the search     
• The location in which the ad is served 

The benefit is streamlining campaign so that ads that used to require separate campaigns, can now be handled in a single campaign. Marketers can increase campaign bids during the times of day when customers are more likely to search for a product. Enhanced campaigns has not only benefitted marketers but also the customer as their convenience is taken into account. Read more at: 

http://www.cmswire.com/cms/analytics/maximizing-your-enhanced-marketing-campaigns-029244.php