Say you’re marketing an Android app via AdWords targeted to mobile devices, but your product only works on Honeycomb and newer versions of the OS — still, you keep getting folks with older versions showing up on your landing page, and likely getting frustrated. That’s exactly the type of problem Google is trying to address with new mobile targeting functionality for AdWords, announced this week.

The new features will allow advertisers to target to specific versions of operating systems, to ensure the ads are going to the right users.

Additionally, AdWords users will now be able to target based on whether they are using a faster Wi-Fi connection. This functionality resides in the area where advertisers select targeting by mobile carrier. Google says targeting by Wi-Fi will let advertisers expand their reach, and also will come in handy if the campaign or landing page features high-bandwidth content like video.

Google’s new features come at a time when use of mobile devices, including tablets, is growing tremendously.

Related Topics: Channel: SEM | Google: AdWords | Google: Mobile | Top News

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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