Starting today Google is adding functionality for social annotations and in-app ad targeting to enhanced campaigns.
Social annotations, really Google+ annotations, display the number of Google+ followers an advertiser has under the ad text. Here’s an example from Home Depot on a search for “dining room chairs”
Social extensions have been available for nearly a year and a half. The difference is in enhanced campaigns social annotations can show automatically and don’t have to be set up at the campaign level. Advertisers’ Google+ pages must be linked to their websites and display URLs have to match the website URL. Typically a company needs to have at least 100 Google+ followers for ads to qualify for social extensions.
Advertisers targeting app users can set in-app ad bids based on user context, including location, time of day and device, with enhanced campaigns. At the ad group level, advertisers can adjust bids across display signals including demographics, interests, topics and remarketing.
Google has announced the mandatory switch to enhanced campaigns for all AdWords advertisers will start July 22, 2013.