Google Quick To Adapt AdWords To The iPad

Google announced recently they’ve opened up their AdWords platform for advertisers wanting to target the iPad, while also hoping to stay relevant while Apple steals its spotlight in the mobile advertising space. The iPad is now listed as a mobile device available for targeting within AdWords, though advertisers with ads placed on mobile devices like …   Read More

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Google Quick To Adapt AdWords To The iPadGoogle announced recently they’ve opened up their AdWords platform for advertisers wanting to target the iPad, while also hoping to stay relevant while Apple steals its spotlight in the mobile advertising space.

The iPad is now listed as a mobile device available for targeting within AdWords, though advertisers with ads placed on mobile devices like the iPhone or Android smartphones won’t show on the iPad, and vice versa.  Google AdWords spokesman Dan Friedman said that Google is confident in supporting the tablet after “rigorous iPad testing,” and that AdWords users can edit the devices section in their campaign settings, and select the iPad under “Advanced device and carrier options.”

The company also touted the obvious fact that advertisers could promote their iPhone, iPad and Android apps by placing direct links to the apps’ download page in each AdWords ad.  With Google being the default search engine on the iPad, adding AdWords targeting creates a nice ecosystem for Google to leverage the success of the iPad.  Apple could yank it all away by replacing Google as the default search provider in its products, however, opting instead for a competitor or building something completely new.

Steve Jobs took a jab at Google in announcing Apple’s forthcoming iAd platform by saying “search wasn’t the future of mobile advertising, it’s all about mobile apps instead.”  While that may or may not be true, Google’s main focus remains on search, and especially on mobile search.  During the first quarter earnings call last week, Susan Wojcicki, Google’s VP of Product Management for ads, said the company has substantially increased its focus on the mobile space.

Google will undoubtedly roll-out an in-app advertising solution as well, though the FCC hangups with its purchase of AdMob isn’t helping things at all.  It’s becoming clear that whatever Apple or Google come up with, the other will usually inevitably compete.  Nowhere will this be more apparent than with mobile advertising.

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3 comments

  1. deanjackson331

    You are 100% right about utilizing targeted ad copy and keyword structure – we have a client in the automotive tires/rims business and it is mostly about long tail for them with specific radius and wheel width sizes doing really well in aggregate. If you’d like me to look at your account and brainstorm some suggestions email me at simon.b@resultsdriven.org. or we can setup a quick call if you prefer phone 302-401-4478.

  2. Sherril Kunich

    Adwords is really good in driving traffic to your website. however, they are very strict right now and they would not easily approve websites that they thought have low quality content. :-

  3. Vancouver Search Engine Marketing

    I am surprised that iPad got it’s own category. I know its not PC or mobile I did not expect to see it under its own category. Anyway I do agree with Apple that search is not the only way to go but I don’t think that advertising on apps will be either. Marriage between the two is could work really well. Also not being able to download large apps on your mobile is something that Apple and developers need to deal with in order to make it more user friendly.

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