Google AdWords now allows marketers to tailor their PPC campaigns to mobile users based on the OS they use and the network type they are on.

Google announced Tuesday that it launched new features in Google AdWords to help marketers assess the effectiveness of their PPC campaigns in terms of reaching smartphone owners.

Marketers can now select which PPC ads reach certain smartphone users, broken down by mobile operating system and the network type used to access the web. This will allow companies to push the ads toward the smartphone users most likely to respond to them.

Moreover, it offers further market segmenting and audience targeting. For example, campaigns are already broken down by age, race, gender and other factors, so allowing businesses to do the same based on which mobile OS they use will improve the overall effectiveness of campaigns.

With their AdWords settings, adminstrators can make the adjustment as they would any other preference.

While an increasing amount of marketers create plans aimed at leveraging both SEO and PPC, Google has aggressively looked to improve both. Brafton reported recently that Google had implemented the +1 feature from its Google+ platform to act as a signal for businesses with high-quality landing pages.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.