As I mentioned in my 7 Notable points for Internet marketers in 2011, Mobile is going to get bigger this year and it seems Google is doing everything possible to help the search marketers to target this growing mobile audience.
Google Adwords campaign by default includes desktop as well as mobile devices to run
your ads, however, over the last year we have seen further fine tuning of this capabilities, which now allows paid search professionals to target their mobile ads through Google Adwords to users on specific mobile devices and on specific carriers.
Google mentions that in the third quarter of 2010, Google mobile searches jumped 130% year over year, which indicates that more and more advertisers would be interested in mobile ads.Now to further help Adwords consultants Google has enhanced its Keyword research tool to show mobile specific data. The Google keyword tool now offers options for users to see keyword ideas and statistics for various types of mobile devices under “Advanced Options”.
The tool is pretty detailed and there are multiple options to choose from, you can choose to view keyword ideas for -
- Mobile device with full internet browsers ( iPhone, Android and similar smart phones)
- Mobile WAP devices ( most Internet enabled phones)
- All Mobile browsers
- Besides, desktop and laptop devices
This could be a fantastic addition for search marketers to understand which queries are specific to or are more common on which type of device. It’s a good idea to search for your target keywords using the keyword research tool, set once for “Desktop and Laptop Devices” and once for mobile. Export both the options in Excel and the compare the volume for common keywords across platforms to better understand the search trends by device.
Also, I would strongly recommend keeping a close eye on your analytics to see if you are getting a sizable traffic volume from mobile devices. Based on this consider setting up separate “mobile only” campaigns, so you can further experiment with these platforms.
It would not be surprising if Bing also beefs up its mobile user targeting options and starts offering new tools of similar nature. This enhancement to Google’s keyword research tool is definitely a great addition for all SEO and Adwords consultants in the New Year and I am sure there would be a lot more new stuff happening in the mobile marketing space this year.