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Google adds mobile devices to pay-per-click advertising

Google now allows pay-per-click advertisers who use its Adwords platform to target users of smart-phones and tablets, such as the iPad.

Hold the front page!

Ok, maybe it’s not so thrilling but it’s a recognition of the trend towards accessing the internet via mobile platforms, a trend that will continue, even in Gloucestershire. And it’s important for business that want the most from their investment in search engine marketing.

If you’re a current Adwords advertiser and you want to either target users of mobiles or, conversely, stop your ads from appearing on such devices, go to your campaign settings and click on ‘Networks and Devices’ where you can select accordingly. You’ll then have another testing metric to add to your armoury. If you’re in a market such as retail, hospitality or perhaps selling something that appeals to young, tech-savvy types, it’s possible that your campaign will perform better on mobiles.

Local search is becoming more important. The ability to control the display of your ads, if say, you own a pub or restaurant, so that you control both the area and the devices in which your ads appear, has got to be a good thing.

BUT, is your website suitable for mobile browsers? If it isn’t, you could spend your precious click budget on traffic that goes to less than satisfactory pages. And if your site is built in Flash, it won’t be viewable on an i-Phone.

The good news is that those advertisers who take the time and trouble to test this new facility will be in the minority. When mobile internet really takes off - and it will - they’ll be the ones with a competitive advantage.

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