On Wednesday, Google announced three additions to its mobile marketing offerings that will help companies producing local- and shopper-friendly content boost their visibility.
Perhaps the most interesting and innovative addition to Google mobile marketing capability is mobile app extensions. This service is in beta, but it aims to allow companies using Google search ads to boost downloads for their branded apps, or direct a user to a landing page within their applications if the consumer already has this app installed. Ultimately, this will make the mobile browsing experience more seamless, as it will greatly reduce time waiting for pages to load.
Google also announced that mobile applications running on the Android operating system will now display? mobile advertisements in their search results. Many apps allow users to search for information, such as area restaurants or shopping centers. Mobile ads already in the Google Ad Network will soon appear in these application searches based on the same keywords they would in a traditional Google search.
Plus, when an Android user searches for a company name or product using Google mobile search, click to download options will appear if the company has an application in the Android Market.
Brafton recently reported that the Android mobile operating system is the most popular on the market. The additions to the mobile marketing capability of Google mobile search and Android apps may make the platform even more appealing to marketers. Businesses should remember that those searching the mobile web with Google can be reached by local SEO; in conjunction with its mobile marketing upgrades, Search Engine Land reports that Google has announced 40 percent of mobile queries relate to local.