Close
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Latest News
    • Mobile

    Google AdWords Being Enhanced for Tablets, Smartphones

    By
    Todd R. Weiss
    -
    February 8, 2013
    Share
    Facebook
    Twitter
    Linkedin

      Google is looking to add to its mobile ad revenues with enhancements to its AdWords tool.

      AdWords, which lets Google send out ads to online users on behalf of advertisers, will soon get useful new capabilities that will serve up the ads with proper formatting whether they are going to tablet computers, smartphones or other devices.

      The new “enhanced campaigns” feature was announced Feb. 6 in a post by Sridhar Ramaswamy, Google’s senior vice president of engineering, on the Google Mobile Ads Blog.

      “This is a first step to help you more simply and smartly manage your ad campaigns in today’s multi-device world,” wrote Ramaswamy. “People are constantly connected and moving from one device to another to communicate, shop and stay entertained. In fact, a recent study of multi-device consumers found that 90 percent move sequentially between several screens to accomplish a task.”

      And because of those multi-device requirements, AdWords is being improved to allow properly sized and configured, personalized ad content to be delivered to online consumers and the devices they are using, he wrote.

      “This creates great opportunities for businesses, but can also make marketing more complex and time-consuming,” wrote Ramaswamy. “For example, a pizza restaurant probably wants to show one ad to someone searching for ‘pizza’ at 1 p.m. on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for ‘pizza’ at 8 p.m. on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator).”

      The new AdWords changes will allow those kinds of differentiations in delivering ads, according to Google. “Signals like location, time of day, and the capabilities of the device people are using have become increasingly important in showing them the right ad,” he wrote.

      Now instead of having to manage separate ad campaigns for each kind of device, businesses will be able to manage their ad campaigns for all devices at the same time with the upgraded services.

      “Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns,” wrote Ramaswamy.

      The enhanced AdWords services will also allow businesses to get advanced analytics reports that will show them how consumers are connecting to the ad campaigns, including information about the devices being used, the times of the interactions and the locations of the users.

      The new AdWords enhanced features will roll out to advertisers as an option over the next few weeks, with availability to all users in mid-2013, according to Google.

      For Google, the AdWords feature improvements are very important because advertising revenue is so central to the company’s success and growth.

      In December, research data from eMarketer showed that Google’s mobile ad revenue outperformed analyst estimates for the third quarter, bringing in between $5.8 billion and $7 billion globally, according to an earlier eWEEK report.

      In the United States, overall spending on mobile advertising, including display, search and messaging-based ads served to mobile phones and tablets, rose 180 percent in 2012 to top $4 billion, according to eMarketer. That’s expected to reach $7.19 billion in 2013 and nearly $21 billion by 2016.

      Fueled primarily by direct-response advertisers, Google controlled a 56.6 percent share of the U.S. mobile advertising market by late 2012, eMarketer estimated.

      Most of Google’s mobile ad revenue comes from search, and eMarketer estimates Google maintains a 93.3 percent share of the overall $1.99 billion U.S. mobile search ad market.

      Spending on mobile search ads in the United States is expected to jump 55 percent, to $3.6 billion in 2013 —of which Google is expected to earn a 92.4 percent share.

      Todd R. Weiss
      As a technology journalist covering enterprise IT for more than 15 years, I joined eWEEK.com in September 2014 as the site's senior writer covering all things mobile. I write about smartphones, tablets, laptops, assorted mobile gadgets and services,mobile carriers and much more. I formerly was a staff writer for Computerworld.com from 2000 to 2008 and previously wrote for daily newspapers in eastern Pennsylvania. I'm an avid traveler, motorcyclist, technology lover, cook, reader, tinkerer and mechanic. I drove a yellow taxicab in college and collect toy taxis and taxi business cards from around the world.

      MOST POPULAR ARTICLES

      Big Data and Analytics

      Alteryx’s Suresh Vittal on the Democratization of...

      James Maguire - May 31, 2022 0
      I spoke with Suresh Vittal, Chief Product Officer at Alteryx, about the industry mega-shift toward making data analytics tools accessible to a company’s complete...
      Read more
      Cybersecurity

      Visa’s Michael Jabbara on Cybersecurity and Digital...

      James Maguire - May 17, 2022 0
      I spoke with Michael Jabbara, VP and Global Head of Fraud Services at Visa, about the cybersecurity technology used to ensure the safe transfer...
      Read more
      Applications

      Cisco’s Thimaya Subaiya on Customer Experience in...

      James Maguire - May 10, 2022 0
      I spoke with Thimaya Subaiya, SVP and GM of Global Customer Experience at Cisco, about the factors that create good customer experience – and...
      Read more
      Big Data and Analytics

      GoodData CEO Roman Stanek on Business Intelligence...

      James Maguire - May 4, 2022 0
      I spoke with Roman Stanek, CEO of GoodData, about business intelligence, data as a service, and the frustration that many executives have with data...
      Read more
      Cloud

      Yotascale CEO Asim Razzaq on Controlling Multicloud...

      James Maguire - May 5, 2022 0
      Asim Razzaq, CEO of Yotascale, provides guidance on understanding—and containing—the complex cost structure of multicloud computing. Among the topics we covered:  As you survey the...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×