The power of search ads, now in mobile apps and sites

Thursday, October 20, 2011 | 9:24 AM

Yesterday on the Official Google Blog, we talked about the momentum we’re seeing in mobile search advertising.  We also announced a new mobile search ad product - custom search ads in mobile apps.  We wanted to give some more details about this new format and how developers can begin using it to grow their businesses on mobile.

Today, an entire world of mobile apps connect users with information via search functionality.  These apps do a great job delivering useful information about everything from travel plans, to nearby restaurants, to shopping services, and much more.  

We wanted to develop a way for these app developers to make money and grow their businesses more effectively with mobile ads.  With Custom Search Ads in Android and iOS applications, we're bringing the power of search ads to the world of mobile apps.  Apps that provide a search experience will also be able to show ads related to those searches. Users will receive ads relevant to what they're looking for, and our developer partners will have a new tool to monetize their great content and services.

Because so many mobile apps contain custom search functions, they usually ask consumers to search within a variety of specific parameters. For example, in the search below, the user is looking for Thai restaurants, in a given price range and location, with a certain dress code.  These parameters help determine what ad is shown, and will help deliver the most relevant ad for a user’s query - in this case, a restaurant called ‘Tasty Thai’.

App developers are able to customize the look and feel of the ads to complement the app design and layout by modifying details like the font size, background color, and gradient.   Ad placement is also customizable and can be fixed to the frame or embedded within the search results to save space.  The images below are two examples of how a developer could customize the same ad to fit with the content of their page.

Custom Search ads can also be integrated into mobile websites with the same customization features and options available on mobile apps.  Mobile publishers and app developers who are interested in showing search ads can apply now on the Custom Search Ads page.

Posted by: Linus Chou,
Product Manager, Mobile Ads