AdWords generates the vast mass of Google's revenue. It is the system the scuttle Google's online ad business, selling search keywords to the maximum bidder. So tinkering with the code of Google's blonde goose isn't to be taken calmly.
But Google had to do incredible. Within a year or so, Google is predictable to accept more search queries from mobile devices than it does from desktop computers. The problem is that mobile ads haven't executed as well as desktop ads. If Google's mobile search advertising income can't match its desktop search revenue, depositor may lose trust in the company's future prospects.
During Google's Q4 2012 earnings call, CEO Larry Page was asked how long it would be facing mobile cost-per-click (CPC) income matched desktop CPC revenue. He vacillates about whether desktop or mobile CPCs would ever be equal but at the same time persevere it wouldn't be a long-term problem, and harassed the reward of mobile.
Earlier in the call Page mentioned that Google engineers were functioning to simplify the company's ad system for advertisers, but he didn't have something to announce at the time. Now, there is something to declare: AdWords Enhance crusade.