Users of Google’s AdWords tool can now take advantage of a new feature to set up paid search campaigns aimed at those using a mobile HTML browser to surf the web.
Marketers can harness the tool to send out calls to action specific to mobile users and receive individual performance reports for these campaigns.
Ads can be run on devices such as the iPhone and the G1, as well as other handsets featuring a full browser.
According to Amanda Kelly of Google, marketers do not need to reformat their ads for the mobile platform when using its pay per click services.
She commented in a blog post: "Because the G1 and iPhone have full internet browsers, you’ll be able to display your standard AdWords ads and landing pages on these devices without having to modify them."
The majority of agencies, media planners and other advertising executives believe mobile marketing spending will grow in the next two years, according to a survey by the Internet Advertising Bureau.