The Google AdWords blog announced new targeting and ad features for the mobile search ad product.
The first feature allows you to specify the device type and carrier you would like to target your ads to. The device type options include iPhone/iPod Touch, Android and Palm WebOS. The current carriers targeting is Canada or Unites States and includes Rogers, Telus and Bell in Canada and AT&T, Verizon, Sprint, Nextel, T-Mobile, Metro PCS and Cricket.
Here is a screen shot from the AdWords console:
In addition, Google is now allowing advertisers to automatically market their apps as direct downloads in the iTunes App Store or Android Market via AdWords. The ad will also say “Download” in the text automatically. Here is how Google explained it:
Starting today, we’re also making sure that ads linking to mobile app downloads will automatically appear only on devices that offer those apps. Plus, the ad will display a ‘Download’ link instead of a URL. Simply include ‘itunes.apple.com/’ or ‘market.android.com/’ followed by the app name in the ad’s visible URL, and it will automatically display as ‘Download iPhone App’ or ‘Download Android App.’
Clearly, these targeting options are becoming more and more important as more and more consumers buy and use smart phone devices and access the mobile web.