Many small business owners are already familiar with Google's wildly popular Adwords program.
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Advertisers choose a budget, create an ad and select keywords that are designed to reach targeted viewers. The ads are then displayed alongside or above search results for Google searches that match the advertiser's keyword criteria.
But with so many consumers now using mobile technology to receive and transmit information, it just made sense for Google to offer their Adwords program in a format that is appropriate for mobile devices. So Google Adwords mobile marketing features make it possible for advertisers to either extend their desktop Adwords campaign or create an entirely new campaign that targets the users of mobile technology.
A key strength of the Adwords mobile advertising feature is that it is designed to address a diverse range of variables. Depending on your desired audience, you can structure your mobile Adwords campaign to reach an almost limitless array of mobile users.
Google Adwords desktop platform is known for its flexible pricing patterns. Advertisers only pay for performance, so you don't have to pony up any cash unless your ad achieves its desired results. Adwords flexible pricing continues in its mobile ad platform – you can choose to pay only for clicks or for calls that were made to your business as a direct result of your ads.
The Adwords mobile feature gives users analytical tools to help you gauge the success of your mobile marketing efforts. For example, you can see how iPhone users are interacting with your site and then compare it with the interactions of desktop users. The same advanced segmentation features you get with your desktop Adwords campaigns are available for your Adwords mobile campaigns.
Adwords makes it possible to target specific mobile users based on a wide range of targeting criteria. You can target your campaigns by device type (e.g. high-end iPhone or G1 users), by keyword, by device compatibility, by carrier and other criteria. After you have narrowed down your target audience, you can then design mobile text and image ads that appeal to the specific market segment you are trying to reach.