Google is rolling out enhanced campaigns for their advertisers. A few campaigns from your listed campaigns are likely to be transitioned to this segment by mid of year 2013. However you can get started now also by visiting your adwords campaign. The benefit are as listed below:
Potential customers look for your business on computers, tablets and smartphones and move seamlessly across devices. You need to be there wherever your customers are, whenever they’re searching for you. Enhanced campaigns are designed to help you succeed in this world of constant connectivity.
AdWords has always allowed you to reach potential customers based on their intent. That’s what makes it so effective. But now AdWords also lets you capture the power of context. Context such as location, time of day, and device matter and provide you more opportunities to reach people with more relevant messages.
Enhanced campaigns help you measure the many new ways customers can convert across devices. For instance, customers can buy over the phone or download apps. Advanced reporting and new features help you better measure the full value of multi-device marketing.
One can go for it to get the maximum benefit from the Google campaigns and moreover you do not have any option as you will be automatically transitioned to this segment by mid of this year.