AdWords’ cost-per-click has fallen over the last five quarters. Perhaps that’s why there recent efforts have been to enhance their keyword advertising with respects to mobile users.

As Steven Musil reports for CNet, Google’s AdWords Enhanced Campaign seeks to simplify advertiser’s experience when dealing with multiple device platforms. As with most advertising platforms, there is still a mystery surrounding how to get mobile users, on tablets and smart phones, to click ads the way desktop and laptop users will.

The AdWords Enhanced Campaign also includes ad copy, links and extensions for mobile optimized ads. Ideally, this is an update that helps both advertisers and Google without sacrificing user experience, but that may be too idealistic to hope for.