Google AdWords Gets Some New Targeting Options

As was reported yesterday Google has added some new targeting capabilities to AdWords for mobile devices:

If you've chosen to show ads on iPhones and other mobile devices with full internet browsers, you can now target specific mobile devices or carriers.

This feature makes it easier for you to reach the right users if you have a carrier- or device-specific message. This includes landing pages that have been optimized for a specific device, billing relationships with certain carriers, or mobile apps developed for a specific platform . . .

We're also making sure that ads linking to mobile app downloads will automatically appear only on devices that offer those apps. Plus, the ad will display a 'Download' link instead of a URL. Simply include 'itunes.apple.com/' or 'market.android.com/' followed by the app name in the ad's visible URL, and it will automatically display as 'Download iPhone App' or 'Download Android App.'

Here's what the screen looks like:

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As the Google AdWords blog points out this is helpful if the advertiser is targeting a specific type of handset or specific carrier's users for a promotion. But there's also proxy demographic information here too. Ad networks such as JumpTap that work directly with carriers actually provide that data ("by age, gender, context, demographics, location, ethnicity, finance, occupation, handset, and language") to advertisers at varying levels of anonymity. Presumably Microsoft is also getting access to some of that data through its deal with Verizon. 

However, the profiles of users of MetroPCS and Cricket are going to be quite different than Verizon for example. Much of this information is out in public.

What's also interesting is that Google is adding carriers for whom there are effectively no smartphones. Boost/Nextel (Sprint) just added its first BlackBerry device and MetroPCS and Cricket have very limited smartphone selection. The prerequisite here for the showing of AdWords in mobile is the presence of a full Internet browser on the handset. This anticipates, in my view, Android devices for these carriers. 

This list of check boxes in the screen above will likely become more elaborate and precise over time. For example, the ability to target BlackBerry users (ultimately) might be important for advertisers wanting to reach an enterprise audience or more affluent users in certain cases.

Google's mobile AdSense units have a range of targeting options, including location (which also exits for AdWords). AdMob, which Google is seeking to acquire, offers more elaborate targeting including by gender and age.