| The 800-pound search engine gorilla is at it again, | | | | even bookmark the advertiser's site for follow up |
| shaking things up in the virtual world. This time it's | | | | evaluation. Third, e-commerce check-out systems |
| extending the reach of Adwords -its billion dollar | | | | may prevent or frustrate mobile purchases.In |
| contextual advertising system -to mobile | | | | addition, people seem to use mobile phone searches |
| devices.Google's new Mobile Ads system delivers two | | | | primarily for amusement and to alleviate boredom. |
| short lines of text and a third line containing a | | | | So, they would be searching for things like celebrity |
| destination URL (and an optional "call" link that dials | | | | information, jokes, horoscopes, games, sports, techie |
| the advertiser's business) to mobile phones and | | | | info, and ringtones. Indeed, at least one major study |
| wireless PDAs. The text-based ad can be used to | | | | of mobile search behavior (by Google, Columbia |
| target mobile users in the United States, the United | | | | University and Carnegie Mellon University) supports |
| Kingdom, Japan, and Germany.From an advertiser's | | | | this theory, indicating that many mobile phone |
| perspective, Mobile Ads is used in conjunction with | | | | searches relate to adult, entertainment and tech info. |
| Adwords. So, when someone searches Google from | | | | While there is evidence that wireless PDA users do |
| a PC the advertiser's Adwords ad appears, but when | | | | search frequently for "local services," I am not sure |
| searched on a mobile device the Mobile Ad appears. | | | | it's prudent to assume they are also making |
| The advertiser should have a mobile-enabled website | | | | purchases or visiting local merchants as a result of a |
| or landing page (written in XHTML, WML or CHTML), | | | | search.So, where does that leave us overzealous |
| but theoretically Mobile Ads could be used simply to | | | | web owners?If you own a website that offers |
| put a local business' phone number in front of mobile | | | | "sticky" mobile content you could consider selecting |
| users.Now hometown advertisers can use Mobile Ads | | | | the Mobile Ad option the next time you run an |
| to lure prospective consumers to make local and, | | | | Adwords campaign. If you don't offer mobile content, |
| most importantly, impulse purchases.Imagine a shop | | | | well, maybe you could use this as an opportunity to |
| that advertises a time-based neighborly discount of | | | | get a mobile-compliant website or landing |
| 50% to local mobile users, who in turn drop what | | | | page.However, you might hold off on using Mobile |
| they are doing and head to the advertiser's shop to | | | | Ads if you are looking to promote an |
| make a purchase. Think of the possibilities for | | | | ecommerce-based service -and especially a |
| neighborhood businesses.Google Ads is a giant step | | | | non-impulse service!Of course, if you have an impulse |
| for location-based services.Of course, it's not as good | | | | or content offer I would start using Mobile Ads while |
| as an advanced location-based service that uses | | | | the cost-per-click for various keywords is still low due |
| embedded chip technology to send subscribers | | | | to the newness of the program.Finally, I should note |
| targeted discounts based on proximity to a shop | | | | that many wireless carriers have advanced location |
| -but, it's nonetheless great that Mobile Ads can entice | | | | identification chips buried in their mobile handsets in |
| mobile users to pursue locality-based offers.However, | | | | order to meet the Federal Communications |
| there are some general limitations.First, even the | | | | Commission's E-911 public safety requirements.It will |
| most brilliant copyrighters/marketers would be | | | | be very interesting to see if Google finds a way to |
| hard-pressed to squeeze "motivation" into just two | | | | use that technology to further expand its services to |
| lines of text with 12 characters each. Second, mobile | | | | include targeted, location-based |
| devices may not be conducive to the sort of | | | | ------ |
| on-the-spot analysis that most of us do when an | | | | Steven Rangel is a New Media consultant and web |
| offer interests us. We open another browser to | | | | strategist who offers products and services through |
| search for alternatives, reviews, competitors, | | | | numerous web properties, including his website design |
| coupons, and other things to evaluate the offer -and | | | | and development company DotDNA. |