Last month Google incorporated its mobile app ad network, AdMob, into Google AdWords. This was especially exciting for me since I work on an account that sells mobile device screen protectors. Not only does Google allow you to target your campaigns by app categories, but you can also target your campaigns by specific devices. Additionally, AdMob provides ad space on both the Google Play Andriod Apps and the iTunes App Store which allows you to target a greater audience.
Since launching the mobile app campaigns on our screen protectors account, we have more than doubled our clicks while significantly cutting down our CPCs. The average CPCs on our mobile app campaigns have been around 28% of the CPCs on the other campaigns within the account. With CPCs so low I recommend trying app targeting on your accounts before the competition gets greater.
I wouldn’t recommend mobile app targeting for everyone – especially not B2B clients. The best opportunities would lie with B2C clients who have mobile sites and can segment their consumers by their interests or by their mobile device (example: screen protectors for specific mobile devices or targeting fitness clubs on health and fitness apps).
Setting up a mobile app targeted campaign is easy. First, create your campaign by clicking the New Campaign button from the Campaigns tab. Then choose the campaign type Display Network only and select Mobile apps (see below).
In the device targeting settings you can choose whether you want to target mobile devices and/or tablets. You can either choose to target specific operating systems, device models or carriers. In this case I chose to only target iPhone 3G users.
Finally you can choose what type of app categories you want to target. In the case of the of the fitness club, we would target health and fitness apps (see below). Remember, that if you are only targeting on select devices to choose the right app store to target through, like targeting iTunes App Store apps when targeting iPhones.
Good luck from your #1 mobile advocate!