Google has outlined new plans for its AdWords product, to further prioritise mobile. Described as a 'ground-up overhaul', the announcements were made at Google's Performance Summit where Sridhar Ramaswamy, its senior vice president, said that it would help marketers “bridge the digital and physical worlds”. Amongst other changes, the plans include giving marketers the ability to customise a bid for each device type, in order to set their base bid to apply to the device they consider most effective or valuable. Due to become available in the coming months, this gets rid of the challenge of having bids tied to both desktop and mobile, even as mobile use increases worldwide.Â
