We all knew it was coming, but the speed at which Google has ported its vaunted AdWords advertising program to the mobile Internet–specifically for Web searches done via Apple’s iPhone, T-Mobile’s G1 or any other mobile device that supports full HTML browsing–is impressive. Starting Monday, any Adwords advertiser now has the option to display text and image ads beside mobile search results. The move is just another way Google aims to make the mobile Web just as functional, and lucrative, as the tethered one.
In the blog posting announcing the option, Google’s Alexandra Kenin says the measure is designed to be as easy as possible for current Adwords advertisers. The ads can point to desktop landing pages, obviating the need for mobile-only landing pages or mobile formatting. And it provides a choice: Advertisers can choose to display ads to both mobile and tethered searchers, just to mobile or just to tethered. As she says:
“Advertisers will be able to display ads exclusively on these mobile devices, create campaigns for them, and get separate performance reporting. If you prefer not to show your desktop ads on these phones, you can opt out and show ads only on desktop and laptop computers.”
Google’s betting that the mobile marketplace is the next big thing for search advertising, and it’s making sure it plays well in the forefront. And as more consumers switch to 3G smartphones like the iPhone and G1, perhaps the bet will pay off. What do you think?
