As the search engine giant places a growing focus on smartphone and tablet based users, it has also concentrated on mobile marketing.
Now that mobilegeddon is upon us and Google has placed a far more concentrated focus on searches conducted over smartphones and tablets, it has now updated its algorithms to give a boost to mobile AdWords, as well.
This shift in AdWords focus has been made in order to align with the current trends in the marketplace.
Google has now spotted tremendous opportunity in mobile AdWords as marketers are making an increasing attempt to be able to connect with people by way of mobile marketing techniques. The goal is to make contact with people throughout various different vital points along the route to making a purchase. This helps to explain why the latest innovations in AdWords have had a great deal to do with being able to score that moment by way of automation and to be able to measure each one.
Google made a live streamed presentation with regards to the changes that have been made for mobile AdWords.
The live stream was hosted by the vice president of product management at AdWords, Jack Dischler. There, he explained to an audience of an estimated 20,000 people, that mobile technology is always at the very top of the marketing mind. He described the way that ads can help to win over consumers at those vital moments along the path to purchase, through a process of contacting them at the right time, in the right way, through automation that will allow it to happen at scale, and then to be able to generate usable metrics about that moment for continual improvement of the experience.
He stated that “Consumers, particularly on mobile devices, now have higher expectations than ever before — they want everything right, and they want everything right away.” Dischler also added that this helps to explain Google’s investment into mobile marketing and search, as it is driven by the expectations of the consumer “for immediacy and relevance in the moment.”
Google has developed three new mobile AdWords experiences for some of the industries that are currently considered to be the hottest: hotels, mortgages, and auto.