14 DAY TRIAL // The holiday season is regularly a great one for retailers, but what's great for retailers is great for advertising companies as well. Same goes for Google. As eBay emphasized as well, mobile is becoming increasingly important, so Google is getting ready for this holiday season with several new types of mobile ads.
"Mobile search helps people find what they need in a snap. Whether they’re choosing between two restaurants, shopping for a new watch, or buying a movie ticket, people make better decisions when they have access to more information," Surojit Chatterjee, senior product manager, Mobile Ads, wrote.
"Search ads are information—answers—and on mobile devices, they’re able to connect people and businesses in new, useful and relevant ways," Google said.
One of the big additions is search ads for apps. Google will use its search technology to power ads designed to fit into apps that offer various search functionality.
Another new ad is designed to help people find apps and install them as easily as possible. "Click to Download" ads are exactly what they sound like, they direct users to either the iTunes Appstore or the Android Market to get the app they saw in the ad.
Finally, Google is debuting Mobile App Extensions which enable advertisers to direct users to a specific page inside an app they may already have installed. This is also a search ad, but it's designed to enhance engagement with existing apps.
"The distance between a person and an advertiser’s business location is now a factor in mobile search ads ranking," Google announced another change.
"This means an ad for a business with a physical location close to to a consumer may perform better in AdWords—driving more mobile traffic at a lower cost," it said.
This will only work if users opt to share their location with Google, but it should make for more relevant ads for users and better results for businesses using Google advertising.