AdWords Gets More Granular With New Mobile Targeting Options

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.