Google AdWords recently began to transition its Merchant Center platform to a paid model called Google Shopping at the end of June. The shift is expected to be complete by the end of October and the search engine has advised merchants to set up Product Listing Ad (PLA) campaigns in order to remain visible within the Google Shopping network. Now Google has announced that Google Shopping will be available for both smartphones and tablets in the United States (note that the Merchant Center transition only occurred within the U.S.).
Google says that these new devices will help businesses reach customers while they are shopping. Indeed, many consumers use mobile devices to research upcoming purchases as well as utilize these devices as price comparison tools within brick and mortar locations. Google Shopping for mobile and tablet devices will make it easier for customers to find and compare different products, just like on desktop computers. In addition, the product images give shoppers quick visual comparisons while shopping various products. Tablet devices will have search refinements which will help filter by brands, features and pricing so shoppers have a better experience and find what they are looking for easily.
To target mobile and tablet devices, in the Settings tab of your PLA campaign, make sure that you select to target mobile and tablet devices with full browsers.