This article originally appeared on 60 Second Social.
Google has revealed a new mobile ad unit which will give more power to marketers when it comes to advertising. The new ad units will allow marketers to target ads and convert customers in a new way which has never before existed on mobile.
Google will use new cross-device tracking which will allow marketers to track customers as they move between their desktop and mobile devices. They will also be able to attribute revenue to ad spend according to which device the customer ends up making a purchase from.
The ad units themselves have a new design to resemble other forms of advertising tailored to mobile devices. The ads are also more functional than ever before and there are ads designed for specific markets. New hotel ad units will allow customers to find a hotel and book it right from within the ad unit itself.
Google will also be able to monitor when an ad click turned to an in store visit. Google will use a combination of user-provided data , geo location data and ad impression data to determine when a customer has entered a store and will then match that information up to whether the user clicked an ad online before entering the store.
At the moment this feature will only be available in the U.S., Canada and Australia. Google says that they want to connect people with what they are looking for the exact moment they are looking for it. Ad units tailored to what a user wants and needs based on their search is certainly a step in the right direction.
As well as the announcement about new mobile advertising features, Google also revealed that mobile search has overtaken desktop search on Google.
“In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
This is a large part of the reason why Google is putting an emphasis on ranking mobile friendly sites higher than those who are not optimised for mobile search.
About The Author
Mark is the founder of 60 Second Social media where he provides social media news and digital marketing analysis. He has an Advanced Diploma in Psychology and a Diploma in Digital Marketing And Social Media. You can follow him on Twitter here. You can also follow 60 Second Social on Twitter here. Or you can drop Mark an email at, [email protected]