With all the buzz surrounding the Apple iPad over the past few weeks (especially this weekend), very little has been written about the impact on search engine marketing campaigns. Would you like to run Google SEM ads on the iPad? You can! If you change your Google campaign settings to target “all mobile devices”, then your ads can appear on Google’s SERP on the iPad.
If you already have mobile campaigns running in Google AdWords, you may want to keep an eye on those campaigns to track a lift in impressions and clicks. With an increasing number of iPad early adopters, you can attribute a significant lift in mobile traffic to iPad users. This can be a big learning for your business especially if it results in more conversions and/or revenue.
Interesting to note that Google is classifying the iPad as a mobile device rather than a computer due to its mobile operating system, mobile browsing, and mobile applications.
At this time, you cannot specifically target the iPad as a device, but Google is working on that feature. Some advertisers might wait until the targeting is fully built out on Google to dabble on the iPad. If this is the case, there is no way to exclusively exclude the iPad from any campaigns that currently target all mobile devices.
If you do want to exclude the iPad from your campaigns before the targeting feature is added, you can try one or both of the following methods:
- Target only select devices.
- Target only select mobile carriers (excluding AT&T – iPad carrier). This will not exclude iPad users accessing the internet through WiFi.
Warning: both of these methods will cut a significant amount of other non-iPad mobile traffic.
Regardless of whether you advertise through Google mobile campaigns or whether you believe the iPad will be successful, it is important to know how this market change can affect your business.