Google on Wednesday upgraded its AdWords program to let advertisers customize their placements on mobile by such factors as type of device, time of day and geographic proximity…
The company offered a few examples of how Enhanced Campaigns will work. For instance:
A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.
Substitute dental office for breakfast cafe in the above example and it is easy to see how dentists might use this new feature. More importantly; recognize that mobile search is rapidly taking over desktop search, especially for local businesses. Be sure your website is optimized for mobile.