Google Continues to Connect Marketers with Customers

A terrible economy is a great time to make life easier for marketers.

Enter Google yet again. On Monday the giant announced an option that lets AdWords users target ads to mobile devices with full-HTML browsers like the iPhone and G1.

You can even target campaigns specificially to mobile device owners. And not only is Google investing time on the front end to customize results pages for the iPhone, they’re also providing broken-out performance reporting on the back end so you can take a good, long look at ROI for your mobile ads. That’s a good thing, given that impactful statistics are yet to surface on how users interact with AdWords results on mobile devices. Although one study says upward of 50 percent of iPhone users conduct searches on their devices.

There’s some Web debate over the mobile ads driving users to desktop landing pages, instead of mobile-optimized ones. And there is valid concern over that. At the same time, enabling non-mobile-savvy marketers to charge ahead into mobile search — without becoming savvy at mobile optimization of landing pages overnight — is a good thing, especially in this economy when all businesses are dying for customers. Not to mention channel-specific reporting, so evaluating ROI on mobile search is easy to do.


2 Responses

  1. “50% of iPhone users…” sounds good, but the actual number of iPhones is much smaller than the number of desktops, so IMO it will take a few good years to get to a relevant mobile ad market.

    • Yes, I agree. It’s only full-HTML enabled mobile devices, so it’ll take time to build that volume. Yet it’s also all full-HTML mobile devices, so as new devices come out and more get sold of all kinds, that number should pickup some serious steam soon.

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