Free Newsletter

Google upgrades AdWords for mobile

New-look platform aims to make it easier for advertisers to target mobile searches, increasing uptake and fees

By CAROLINE GABRIEL

Published: 11 February, 2013

READ MORE: Google | Advertising | Applications (Search) | Android

As mobile traffic explodes, giants like Google and Facebook are still facing challenges in monetizing it. The former has upgraded its AdWords platform in a bid to improve the attractiveness of mobile systems to advertisers.

It says the revamped AdWords will help brands target internet searches more accurately on mobile devices, and so enhance the returns on their ads. The updated platform will allow them to target consumers based on their "location, time of day and device type, across all devices without having to set up and manage several separate campaigns", says Google.


The difficulty in fully transitioning Google's sponsored search platform from PCs to smartphones and tablets was seen as the main factor in a 6% decline in its 'cost per click' during the fourth quarter of last year.

Now it will see its clients rolling out enhanced campaigns from March, and all users should be upgraded by the middle of this year. "Enhanced campaigns represent the biggest single change to the basic structure of AdWords campaigns in the past 10 years," Larry Kim of WordStream, a search marketing agency, told the Financial Times. "Mobile search has been growing incredibly quickly - it's actually expected to outpace desktop search by next year. But Google has had a big problem monetizing that traffic."

Facebook has faced the same issues, which proved a major factor in its disappointing IPO last year and in pressures on its share price since. However, the social giant has started 2013 in more upbeat mood, with investors reacting well to changes in its services for mobile advertisers, and CEO Mark Zuckerberg even proclaiming Facebook was "now a mobile company".

Related Stories

Share

  • email story Email
  • print story Print
  • digit digit
  • facebook facebook
  • Twitter Twitter
  • Linked-in Linked-In
  • Comments (0)

COMMENTS

Add Comment
No comments yet. Be the first to add a comment!
MARKET PLACE

    BYOD: Market Analysis and Forecasts

    An in-depth insight into the rise of BYOD policies within the enterprise and analysis of the impact the trend will have on IT departments,...

    Voice Command, Control and Search on Mobile Phones: Market Analysis & Forecasts

    This report provides a comprehensive insight into the growing importance of voice command, control and search on handsets, analysing...

    Data Centre Network Equipment: Market Analysis and Forecasts

    This report provides a global assessment of the data centre network equipment market. Besides assessing the key market trends, sub-markets...

    HetNet Market Summary & Forecasts: Macro Cells, Small Cells & Wi-Fi Offload

    Carriers are struggling to cope with the explosion of data traffic on their networks, and the additional deployment of LTE and legacy...

    Over-the-Top Communications: Threats & Opportunities for Mobile Operators

    This report examines the implications of widespread adoption of mobile over-the-top IP communications for mobile operators, handset...

    Portable Gaming Consoles: Market Analysis and Forecasts

    This report provides a global assessment of the PGC market. In addition to assessing the key market drivers, market barriers, vendor...
WHITE PAPERS

    Satellite Phones: Will Dual Mode Help the Phoenix Rise from the Ashes?

    Satellite phones have followed an arduous path since their much-hyped launch more than a decade ago. The hype was followed by an e...

    Mobile Widget Platform Market Analysis: Understanding the Business Case and ROI

    This white paper presents an analysis of the mobile widget platform market, as well as metrics supporting a mobile carrier?s busin...

POST COMMENT

You must be a registered user to post a comment. or
Username *
Email *
Comment *