How Google Updated AdWords for Mobile Advertising
“The mobile search market has seen explosive growth, increasing by over 200% in 2012,” according to Daniel Zeevi in an article on SocialMediaToday.com. With such amazing growth, and projections indicating that mobile devices will soon become the primary way people access Google’s services, it is worthwhile to examine how Google is making advertising money off mobile technology. Zeevi’s article addresses that exact issue, which has profound significance for mobile app developers looking for reliable integrations sustained by Google’s massive advertising appetite.
Zeevi writes that “Google has managed to transform all its products into a unified ‘mobile-first’ platform, with uniform layouts however a user chooses to access their products.”
“Google earns most of its $8 billion mobile revenue from advertising (excluding Motorola).”
Features for Advertisers
Google’s current mobile advertising strategy contains a restructured Adwords, for mobile devices, structured around a few key product areas including:
- Location and Call Extensions - features allowing AdWords users to put phone number, address or links to real-time directions with maps, which automatically synch with the users phone
- Google Offers - a mobile coupon service allowing users to present coupons on their phone at physical or online locations
- Google AdMob - Mobile advertising platform allowing app developers to offer games and content for free (while earning money from advertising)
Each of these Google features offer different opportunities for developers to integrate their digital strategy with the latest in mobile advertising technology. What components do you use as part of your mobile advertising strategy?