New Tablet Targeting in AdWords – PPC Tuesday



Google announced this morning that AdWords campaigns can now target Tablets specifically. This is in addition to mobile devices and traditional computers. So we decided to scrap our original idea, and address this timely subject.

Over the next couple of weeks, all campaigns will be opted in and it will be up to the advertiser to opt-out of table targeting.

This lets us talk about Tablet’s early impact on computing behaviors, and also lets us explore device targeting as a whole.

This not only acknowledges tablets as a rooted technology, it also recognizes that it is a paradigm shift in how people use technology. Not necessarily sitting at a desk, nor having it in their pocket, but for the points in between: traveling, relaxing, or other down times.

This segmentation can allow for specific targeting and ad experiences for these markets. For certain advertisers that can benefit by these segments, being able to target them is a no-brainer.

For other advertisers, maybe those who sell larger products, which do require additional research, tablet targeting might not make sense. Or maybe for just specific touch points in the sale process, but not for all campaigns. Most advertisers are device agnostic and can target qualified searches regardless of which machine the search was conducted on.

Specific Device Targeting campaigns should be followed up with specific messages and experiences based upon that market. For example if you are targeting a smart phone user you will want to keep in mind that many of their searches are reflexive, based upon an external trigger. They are more likely to click on the first ad and less likely to compare different results.

Computer users are more methodical. They are probably sitting down, and for many retail-oriented searches we see positions 3-5 being the most lucrative. This is because the ads in positions higher than cost more per click, and get more clicks. Ads lower, while cost less, have much less volume. Its still undetermined how users will react and digest tablet ads, but we will be sure to keep an eye out and report back any trends we find.

Theses advanced computing devices not only open the door to different ways to access and interact with the internet, they are also being used by a very specific market and can serve as a means to demographically target your audience.

This interaction and who is doing it, points explain why Google wants to offer advertising options for the different devices. If affluent people are using new inventions to interact with their products, they want to make sure the experience can keep up. So by targeting these devices with smart, targeted advertising, we can help make sure the search experience is just as rich as on the computer, but more importantly, not identical. This will keep the search engine relevant and ensure we still have such a strong vehicle to message them.

As we look towards the horizon, we see specific web experiences based upon the device, so that not only the ad targeting acknowledges their use, but also the landing page and following experience will also take this into account.