With little fanfare from Google, a new 'Campaign Settings' option has arrived. AdWords users can now choose if they wish to run their Ads across mobile phones such as the iPhone.

Previously, this was not an option and Ads were simply eligible to appear for all devices, but with the advent of this latest feature a new world of Pay-Per-Click marketing options has just been opened up. This option will allow a greater control over spend and over an advertiser's message across multiple media formats. The option is listed as "device platform" within the settings for a campaign.

By being able to choose whether you wish to run Adverts solely for mobile phones or in conjunction with traditional online marketing, AdWords users can now create marketing campaigns which cater to different kind of web user. With an increasing number of potential customers possessing increasingly sophisticated mobiles - which have excellent surfing capabilities - this is growth area for advertisers and one which will certainly require further understanding.

The opportunity to create mobile specific messages with their own platform specific goals, whether that is brand exposure or providing a service at the exact moment it is desired, is very exciting for us. It also worth noting that this is not an extra cost from Google. Mobile advertising has been available for some time and this is simply giving users the chance to opt out or opt in a more controlled and bespoke manner.

How much feedback an advertiser is able to receive in terms of ROI is currently unclear but in the coming days and weeks there is a very strong likelihood that Google will be providing more information.

In the meantime, this is a feature we will be learning more about in order to garner more knowledge of how useful this feature can be for our customers and their thoughts on this area of marketing in terms of meeting their marketing needs.

If you're interested in the possibilities of mobile-specific campaigns, or want to learn more about the possible benefits of this new feature, just contact us.

Chris Meredith

December 2008