Extensions vary depending on the context

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Another element Google is highlighting to promote its evolution is the ability to have smarter ads optimized for different usage contexts. It's possible to display an ad, a sitelink, an application, a location extension, or even a direct call extension, without having to adapt each campaign to different devices, locations, and broadcast times.
Universal Campaigns - Extensions that vary depending on the contextScenario:

I am a store manager and I also own an e-commerce site hong kong mobile database the products I sell in-store. I advertise on AdWords, and within a single campaign, I can display two types of ads: ads with e-commerce link extensions for people searching on a PC or tablet, and ads with location or direct call extensions for those searching on their smartphone.

Other changes will affect ad extensions, such as their size going from 35 to 25 characters, the ability to have them at the ad group level, the ability to schedule their display based on times or days, and more.

Conversion at the center of reports
The third point Google is introducing is advanced reporting for new conversion types. The proliferation of touchpoints between advertisers and consumers offers new ways to interact. Conversions can be generated through a website, an app can be downloaded to a smartphone, a reservation can be made through a direct call, a search can be initiated on one platform and a purchase can be finalized on another, and so on. The new reports provide more clarity on all of this, thanks to new features that will allow for better ROI assessment across all platforms.

At first glance, it might seem like these new campaigns have nothing but positives. But is that really the case?
A lot of fears are starting to appear around these new campaigns, particularly around the fact that there would be a loss of autonomy in managing an AdWords account. The first fear concerns targeting. It will no longer be possible to set up differentiated campaigns for computers and tablets. Given that the tablet is increasingly replacing the personal computer and that behavior on these two devices is quite similar, I don't think this will pose a huge problem regarding ad performance, for the vast majority of advertisers anyway. Some specific cases of ads whose performance would be very different on tablets and computers could therefore suffer, but these cases will be quite marginal.