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Google AdWords and Tablets -Importance of Tablets targeting in Market Research

Google AdWords has recently begun to allow users to target their AdWords campaigns on Tablets with full browsers. Prior to that, the ads were targeted on Desktop, Laptop and Mobile devices only. It appears that AdWords had previous classified the devices – Apple iPad, the Samsung Galaxy Tab or the Motorola Xoom along with the mobile devices in its search network. That means that prior to this specific targeting, advertiser who did not opt to go for mobile devices had lost that opportunity even though those devices were compatible for a normal website.

Tablet PC is a digital channel which has an LCD screen on which the user can write using a special-purpose pen, or Stylus. The handwriting is digitized and can be converted to standard text through handwriting recognition, or it can remain as handwritten text. Tablet PCs also typically have a keyboard and/or a mouse for input. Following are pictures of tablet PCs – Samsung Galaxy Tab and Motorola Xoom.

Samsung Galaxy Tab

Motorola Xoom

While placing ads with mobile devices, the mobile compatibility of the site is required to ensure that clicks are turning into actionable results. But in the case of Tablet PCs it is not needed since the ads are targeting on Tablets with full browser compatibility. To activate the ads in ‘Tablets with full browsers’ we need to check the box which is located on your ‘Settings’ tab under ‘Networks and Devices’. It will help to select more precisely type of devices and operating systems which will display your AdWords ads.

Now, with the introduction of targeting Tablets PCs, all clicks, impressions and other metrics will be reported along with the ads performance under ‘PC and Laptops’. It is easy to segregate clicks generated through mobile devices through the Display Network whereas such identifying is not possible in the case of Tablets through AdWords report.

Once Google brings separate reporting for this section, this data will come handy for market research firms to analyze the user behavior. As of now, there is an option in Google Analytics to identify the device which generates a click. Hence, market research firms can still utilize that option to identify the clicks generated from Tablet PCs using Google Analytics. In the case of mobile devices we need to identify the unique code associated mobile devices and thus, we can segregate the ads/clicks landed on mobile devices.

Ultimately, the minute reporting of the user behavior helps any market research firms to better understand the pulse of the user community.