Google has introduced new mobile search ad formats, that will be beneficial for businesses in the present smartphone driven market. The basic thought behind this is the integration of search ads with mobile apps. Google announced these new opportunities, as well as mobile-friendly ad related information along with the choice before the advertisers to send users to deep links inside an installed app. More importantly, physical proximity or closeness/ nearness to the searcher will affect the ranking of the site.

The New Google App Extensions:

Custom Search Ads for apps. When people will search within a mobile aap, then these ads will provide useful and relevant answers. With custom search ads the app developers get a chance to generate more funds.

As Google says, “Many people use Google to search for information about mobile apps. This ad format helps consumers right when they’re searching for information about an app, linking them directly to the App Store or Android Marketplace to download. We’ve recently enabled app developers to include app icons and information about the app in their ad unit so that people can make more informed decisions about whether they want to download the app.”

So, there is now the facility to directly send mobile searchers to deep link in your app, and then there are the ad ‘circulars’ where you can send the information about any ad from the desktop to your mobile phone. Here is a video to understand better:

How this helps the advertisers?

Now there will be deeper app interaction through the Google App Extensions for AdWords. In other words, advertisers have the opportunity to direct users to a deep link within the app. And then this particular link can divert the visitors to any location as predefined in the app. This procedure will ensure a personalized approach and the app’s stored data will be used for a faster conversion.

The deep linking feature will help advertisers create a customized user experience. As Google says, “This new, beta ad unit enables businesses to use mobile search ads to direct someone to a page within a mobile app already installed on their phone. For example, if someone searches for sneakers on a mobile device, they might see an ad that takes them directly into a cool shopping app they’ve installed on their phone. ”

Now Ad “Circulars” For Advertisers”

This is one of the new features, where ad circulars will show the users a set of deals and products that has been optimized for a phone. Though this ad will be seen by users whether they’re on mobile or desktop, the added benefit is that the users seeing these circulars on their desktops, and liking an offer, can send the ad/promotion to their smartphones. This was tested with Macy’s and see how their ad shows up:

Macy Ad

Now Proximity Is a Ranking Factor:

Physical proximity or closeness to the user is the new ranking factor in mobile search ads. When ever a mobile searchers will share his location, the ads from the nearest stores will be displayed. So, an advertiser, that is closest to the searcher has a chance of ranking higher. For this proximity feature to work, the advertisers will need to use Location Extensions to inform Google about their location.

So, if you are an advertiser, get on the mobile bandwagon as mobile platform has just been made smarter, richer, and more exciting. There are plenty of business opportunities here, make the most of them!


Navneet Kaushal is the Editor-in-Chief of PageTraffic Buzz. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet is also the CEO of SEO Services company PageTraffic which is one of the leading search marketing company in Asia.