The goal is to make it easier for advertisers to target searchers on all sorts of devices. In short, too many advertisers only focus on desktop users but mobile search is growing.
Google is trying to make it easier for advertisers to create ads and target those ads for mobile and desktop users. Google wants ads in more places, and by making it easier for advertisers to target these devices, Google hopes to achieve just that.
You can learn more about this announcement, how it impacts your existing and new campaigns and when it is being rolled out in our story named The Big AdWords Update: Enhanced Campaigns Puts The Focus On Mobile on Search Engine Land. You can learn more about the reaction from the advertising community in our story named Google’s Enhanced Campaigns Inspire Love, Hate And Hope For The Next Version.
For more details also see this resource page at Google.