Google’s Smart Phone Targeting Capability Drives CTRs for Mobile Search Ads

Search Happenings
April 10, 2009
Mobile’s Great Expectations: Part 3, Implications for Search
April 14, 2009

Google’s Smart Phone Targeting Capability Drives CTRs for Mobile Search Ads


Posted by Brian Aubert, Account Manager

Performics has been testing the new AdWords smart device targeting capability.  Advertisers can opt ads in/out of serving for searches done from mobile devices with full Internet browsers, such as the iPhone.  Before the release of this functionality in January 2009, advertisers could not target ads to searches from desktops/laptops separately from searches from the iPhone.  Ads were automatically served on both.

Performics recently ran a limited test of the smart device targeting capability to promote an iPhone app.  We created mirrored campaigns in Google – one targeting laptops/PCs and the other targeting mobile smart devices.  After a week, 8% of impressions but 11% of clicks came through the smart device campaign.  Mobile searchers had a higher CTR because the ads targeted them better.  Advertisers should test the Adwords smart device targeting capability to target users of mobile smart devices for products/services/applications related to their devices.


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