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Location, Location: Google Ads To Target Mobile

Google Ad Words is set to gear up ad campaigns to mobile devices and tablets.

The move will help businesses “manage ad campaigns in today’s multi-device world,” and create ads based on location and relevance, Google said in a blog-post.

The search giant is promising powerful marketing tools for multi devices, and will benefit small businesses in particular who rely on Google’s web ads to drum up business and be seen online.

Businesses can now ‘bid’ for mobile users’ eyeballs based on location and search relevance.

Just this week, Google  won a long fought case against the ACCC after it was accused of misleading Aussie consumers via AdWords.

“People want search results that are relevant for the context they are in for example – their device, location and the time of day,” said Google’s Sridhar Ramaswamy, Senior Vice President of Engineering.

With “bid adjustments”, businesses can manage bids for ads across devices, locations, time of day – within a single campaign.

For example, if a breakfast cafe wants to reach people nearby on a smartphone, they can use bid adjustments with three simple entries, they can bid 25% higher for people searching half a mile away, 20% lower for searches after 11 a.m. and 50% higher for searches on smartphones.

These bid adjustments can apply to all ads and all keywords in one campaign.

Sellers will be able to “show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day,” says Ramaswamy.

So, expect to see smarter Google ads for mobile in future.

Google’s enhanced campaigns will roll out to advertisers as an option in the next few weeks and plan to upgrade all campaigns in mid-2013.