It seems like AdWords is on the ball and it’s worth knowing a little bit about the new and improved features it is now offering after it’s latest updates. The main thrust of these new improvements is in the area of mobile search. This rapidly growing source of website traffic is one which is worth keeping up-to-date with as more and more individuals are changing over to smartphones and spending a significant proportion of their time searching for things on their phone.

Google’s AdWords is cottoning on to the mobile phenomenon and they’re allowing advertisers to tailor their paid search even more for mobile traffic. The new functionality of Adwords will allow advertisers to target specific versions of operating systems on phones to ensure the ads are being seen and clicked on by the right users, thus improving traffic quality.

SearchEngineLand described it like this:

‘Say you’re marketing an Android app via AdWords targeted to mobile devices, but your product only works on Honeycomb and newer versions of the OS — still, you keep getting folks with older versions showing up on your landing page, and likely getting frustrated. That’s exactly the type of problem Google is trying to address with new mobile targeting functionality for AdWords, announced this week.’

AdWords Mobile Features

AdWords Mobile Features

In addition to that update, AdWords is also now allowing for advertisers to target users based on whether they are using a faster Wi-Fi connection. This is helpful if for instance you have a landing page which takes longer to load due to high-bandwidth content like videos – you won’t want to target someone with slow Wi-Fi because the chances are they will click on your ad and then bounce out of your landing page before it’s even had a chance to fully load because it’s taking too long!

It’s fascinating to see how Search Engines etc are facing the mobile market and creating new ways of tailoring search around it. The mobile search phenomenon is definitely something to watch as it keeps changing over the coming months and year.