Google urges clients to migrate to mobile search
Google is approaching its existing advertisers to promote the extension of its AdWords sponsored-search service onto mobile phones.
The internet giant is attempting to drive take-up of mobile pay-per-click advertising by allowing brands to extend their existing search campaigns onto mobile for free. Advertisers will be included in the trial for a two-month period, after which they will be charged per click on mobile keywords unless they opt out.
Google has begun the trial in the US and it is understood that UK advertisers and search engine marketing specialists are taking part in similar trials, although this was denied by a Google spokesman.
The slow take-up of WAP browsing has hindered the success of Google AdWords since its extension to mobile devices last August. However, Google is hoping that brand owners will experiment with the service as the cost of mobile web browsing falls.
According to the Internet Advertising Bureau ,UK paid-search revenue grew by 52% last year to reach £1.2bn.
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