For quite some time, Google is showing interest on mobile ads. And now the search giant is all set to formally promote mobile to its advertiser base and SEM firms. For the time being, any AdWords campaigns that conform to Google’s mobile ad requirements and limits, will be automatically included in mobile AdWords distribution, free of cost until November 18. But after this time period, some amount will ve charged on clicks on mobile AdWords, till the marketers opt out. Marissa Mayer stated at SES that Google had seen a “surge” in mobile usage and in mobile Maps after the release of the iPhone.
A part of the email send by the Google AdWords Team reads:
“We are happy to announce a new feature that will allow you to easily reach additional qualified customers who are searching Google from their mobile phones. In the next few days, your search ads will be eligible to run on Google Mobile Search pages (like they currently do on Google.com). We are offering this feature – and any resulting clicks – for free through November 18, so you can experiment with the rapidly growing mobile platform while still reaching qualified customers.
Each ad’s eligibility will be determined by its landing page and only ads with landing pages that can be adapted for viewing on mobile browsers will be shown. You can monitor each ad’s performance via a special performance tracking page within your account called ‘Performance Data: Search Ads on Google Mobile Search’. Again, you will not be charged for clicks on these ads until November 19, at which time we will begin charging the usual CPC prices. And as always, you may opt-out of this feature at any time.”
So, with this it is clear the real intention of Google. Instead of setting up mobile as a separate ad “product”, it is giving a totally different treatment to mobile ads. Mobile distribution is used as an extension of Internet AdWords. Google’s concept of making the mobile ad as an opt-out rather than an opt-in for marketers, is a bold step. Google’s competitors, Microsoft (with context ads) and Yahoo have also tried other hands in this section at different points of time.
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