Ok, let set the scene! You’re marketing an Android app via AdWords targeted to mobile devices, but your product only works on Gingerbread and newer versions of the Operating system ( Got to love Androids obsession with sugary snacks!) Frustratingly, you keep getting people with older versions showing up on your landing page, and likely getting annoyed, not good on both counts! This is the exact type of problem Google is trying to address with new mobile targeting functionality for AdWords, announced this week. The new features will allow advertisers to target to specific versions of operating systems, to ensure the ads are going to the right users. Additionally, AdWords users will now be able to target based on whether they are using a faster Wi-Fi connection. This functionality resides in the area where advertisers select targeting by mobile carrier. Google says targeting by Wi-Fi will let advertisers expand their reach, and also will come in handy if the campaign or landing page features high-bandwidth content like video. Google’s new features come at a time when use of mobile devices, including tablets, is growing tremendously so any steps to refine traffic in a more accurate way will certainly be perceived as a positive step forward from both a user experience and a AdWords prospective.
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