Google’s Test to Target Users with Ads across Mobile and Apps

Google is upping its game yet again. AdAge reported Google approached a number of ad tech firms to develop a strategy to test new ad-targeting technology that will combine mobile web search and mobile apps. Searching for apps instead of browsing the web is not necessarily new for end-users. Numerous users report using app stores in lieu of mobile search due to personal preference.

The new ad-targeting technology would essentially be a replacement for tracking user behavior with traditional cookies. Users routinely bounce back and forth between mobile search, AdMob, and iOS mobile apps. Tracking user behavior can help brands establish the most effective way to post advertisements. Its a new take on big data based on user behavior.

Improved Possibilities for Marketers with Mobile Big Data


Currently, Google is actively working on more effective ways for advertisers to connect with target audiences on a higher level than web search. After all, Google derives almost all of its revenue from paid advertisements. Naturally, advertisers can benefit from in-depth knowledge of how the dynamic and expansive advertising platform works. Google is primarily an advertising platform which succeeds by providing top search services for end users and almost endless possibilities for online visibility for brands.

Defining Googles Long-Term Objectives and Intermediary Steps

Google has been la crme de la crme of major search engines for about a decade, to the point where the phrase Google it has become a routine part of spoken English in America. Few brands can boast also being routinely used as a verb. Google is not the only A-List online marketing platform.

Google can grab an advertisers attention, but Facebook, Twitter, and Bing all essentially do the same thing as well. A service attracts users, and opens numerous opportunities for marketers to capitalize on big data from target demographics and target audiences. Google is not out for world domination. Instead, it is involved in ongoing improvement efforts to keep its A-List status. In the meantime, internet marketers and advertisers can fine-tune strategy and drive ROI.

A Way to Turn Advertising From Irritating Commercials a Win-Win-Win Scenario

The more information advertisers have on target audiences, the more effectively they can connect with them. Traditionally, advertisements were broadcast to anyone within earshot. To a large extent, they still are. Various television commercials blast a wide audience with limited information. However, online advertising strategy can leverage meaningful big data. Users can have a positive experience with advertisements, and platforms like Google can reduce the amount of spam users see. Additionally, advertisers can spend money that is more likely to yield returns. Instead of guessing who will view an ad, advertisers can better pinpoint ad efficacy. Finally, search and social platforms get funding.

Its a win-win-win. End users can engage with new brands, new brands can target specific users based on big data, and the platforms that set the entire thing in motion can continue to create more effective advertising strategies.

Next Steps for Google Ads on Mobile Devices

The next step in truly understanding user search habits is to find a way to track search behavior across different mobile devices. Its in the works.

About the Author: Chris Marentis

For nearly three decades, Chris Marentis, founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

Surefire Social

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