Why Google's iPhone Ads Are Bad News For Advertisers, And How To Opt Out

f?id=4a55f58f4b543779004dfcf3&maxX=370&m

Google (GOOG) is working on an advertising product for iPhone apps, which is now in beta.

Click here to see our step-by-step guide for advertisers to opt out of Google’s iPhone ad network →

This is good news for app developers, as it gives them another money-making option besides existing iPhone ad firms like AdMob, Medialets, or Millenial. And it’s good for Google’s AdWords advertisers who want to reach free-spending iPhone users. (Someday, with targeting features like location baked into the ads.)

But it might not be the best thing for many advertisers just yet. Why not?

  • Google doesn’t run separate keyword auctions for iPhone ads — they’re the same ads at the same prices as on the “real” Web.
  • Those Google ads are often a lot more expensive per-click than iPhone ads from mobile ad networks. For instance, Google cost-per-click ads are often in the $0.50-to-$1+ range. But cost-per-click ads in iPhone apps via mobile ad networks are around $0.20.
  • Many (most?) advertisers aren’t aware their ads are also running on iPhones. We’ve heard second-hand that some major agencies weren’t aware, and are considering opting their clients out. (Here’s how.)
  • One reason that’s bad is because advertisers are sending iPhone users to the same Web sites they’re sending Windows or Mac users to — not an iPhone- or mobile-optimised site.
  • Besides being a lousy experience on a small-screen mobile device, often those standard Web sites include Flash video or navigation that the iPhone just can’t handle.
  • This all can add up to higher ad spending, a poor customer experience, and ultimately, a lower ROI.

Google also makes it a little tricky for its advertisers to opt-out of iPhone ads — it’s buried several clicks deep in Google’s Web control panel, under a setting not “recommended for new advertisers.” But we’ve assembled this how-to guide — if you want to keep your AdWords ads on the Web only, and away from iPhones.

Step 1

Log into Google's AdWords portal and click on 'Campaigns.'

Step 2

Click the 'Settings' tab.

Step 3

Click on a campaign's name or the 'Networks & Devices' setting.

Step 4

Click on 'Edit' under the 'Networks, devices, and extensions' section.

Step 5

Click 'Let me choose.'

Step 6

Uncheck 'iPhones and other mobile devices with full Internet browsers.' Then click 'Save.'

Step 7

Most users will think they have to change each campaign manually, but... It's possible to apply your settings changes to all campaigns.

Step 8

First click 'Select All' checkbox, then click 'Edit.'

Step 9

Then you can mouse over your settings in the 'Networks & Devices' column, and apply that setting to all campaigns.

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.