Google officially announced yesterday that all Google AdWords campaigns will be updated to enhanced starting July 22nd.
Here is a copy of the original email which also mentions the new commercial format of Google Shopping ads for mobile:
Links from the email:
Product Listing Ads For Mobile
Back in march, Google announced that Product Listing Ads (PLAs) would appear on smartphones for marketplaces which currently show PLAs. Making Product Ads accessible across the ecommerce world, on tablets, desktops and smartphones with Google enhanced campaigns.
Here is an example of a mobile search with PLA results:
Update Enhanced Campaigns for Product Listing Ads
For online merchants, it’s imperative to control this migration as much as possible.
If you don’t update your PLA campaign, Google will do it for you automatically. But Google will also opt you in to mobile traffic, which can hurt the return on investment (ROI) for your PLA campaigns.
If you upgrade manually you can actually set your mobile bid adjustment to -100% i.e. nonexistent.
Here’s how to manually upgrade your mobile bid adjustment:
2. Click “Get Started”:
If you don’t see this option within AdWords, you may have something like this in your login:
3. You may need to select ‘start now’ depending on the prompt you selected:
4. Select your mobile bid adjustment to: Decrease by [your percentage here]%
5. Click “Complete Upgrade” and you’re done.
If you’re currently excluding mobile traffic on your PLA campaigns you should do this before Google makes the transition for you and adds a bunch of unqualified mobile traffic.
Google Enhanced Resources