Categorized | web marketing

What does Google’s acquisition of AdMob mean for small business?

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You may not have heard of them yesterday, but your online marketing is about to get a lot easier.

Google continues gobbling up the online advertising world, today by taking a huge helping from the mobile advertising buffet table The Startup Bible, we have added a huge chunk of new material about mobile advertising, but suffice it to say that mobile advertising is the fastest growing segment in all advertising, including online advertising. So, whether you like it or not, mobile advertising is in every small business’ and startup’s future — if that future includes any date that includes the year 2010 or greater.

That being so, what does this news mean to you? Is Google’s acquisition of AdMob a game-changer for any but the largest players? Is this just a bit more esoterica for the tech-obsessed? Or will this accelerate small business and startup entry into mobile advertising? (And, if it does, how many new tricks must all us old dogs now learn?)

Expect the process to simplify
We can only speculate what Google intends to do with AdMob in relation to its own advertising, search, and analytics services. They tried a couple years ago to crack the mobile market, but AdMob was more agile at the game. Here’s my theory of Google’s future with AdMob. If Google is true to form, it will integrate the AdMob services into its own AdWords, AdSense, and Google Analytics services, essentially decreasing the number of steps and stops required to put together a mobile component of your online advertising. The whole key to Google’s success will be to remove the artificial barriers between online advertising and mobile advertising — and the more barriers that come down, the better it is for all us harried entrepreneurs and small business owners. There’s no reason to have one campaign for the Web and another for mobile, one set of bids for mobile placement and another for Web placements, and absolutely no reason to run Google Analytics for your online ads and Web site and AdMob Metrics on your AdMob campaign.

End result
Somewhere in the first half of 2010, expect a one-stop shop for both Web and mobile advertising, making it much easier to conceive and implement a mobile advertising campaign.

Data, data, data
Anyone who has followed Google beyond the WWGD crowd knows that the company has been strategically focused on one and only one product: data. From its original search engine to its dominance in Web advertising, the company has seen compiling solar systems of Web use, exponentially more data than its competitors, as its primary strategic advantage. Just like WalMart, from a strategic point-of-view, is a logistics company first and foremost — and the best in the world, at that — that makes it possible to retail at lower prices than anyone else, so Google is a data-gathering company that allows it to provide services, such as search and advertising, better than anyone else. With AdMob, Google is acquiring several more planets full of data, but data on how people use their smartphones and the apps that they download. When that data is integrated in the solar systems of data that they have on Web use, expect their ad targetting to achieve a new level of relevance and reach.

End result
Expect your advertising campaigns — even if they’re limited only to the Web — to achieve higher levels of impression relevance and performance.

Expect revolutionary changes in app marketing and retail
If you haven’t read Business Week’s exemplary cover article on the apps industry, you should check it out. Major takeaway: this industry is growing so fast, it’s becoming nearly impossible to get any kind of visibility for your cool app. Google’s acquisition of AdMob will not only make it easier to advertise to mobile consumers, it will offer the possibility that loading an app to a retail store could be announced to all relevant mobile consumers — with Google taking a share of the proceeds. Remember, Omar Harmoui founded AdMob because he needed a way to advertise his first startup, Fotochatter, a service allowing people to share photos on their mobile phones.

End result
Whether your business is smartphone apps or whether you take the plunge into appland as a marketing component of your current business, expect by late 2010 for mobile advertising to be built into the infrastructure of app retail, substantially raising the visibility of apps and other mobile products — at least, the visibility to mobile users who might be interested in the product. As more and more retail moves to mobile, expect targetted advertising to be part of the whole rather than a separate part.

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One Response to “What does Google’s acquisition of AdMob mean for small business?”

  1. Steve Monas says:

    I am looking forward to seeing conversion costs. How many impressions / click through’s does it take to get a lead (email, phone call, or live contact) from the keyword that the potential customer started with until you made the sale.


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