Advertisers will also be able to segment by specific phones and phone OSes, so if they’re selling a product specific to a single type of device, they won’t waste money on clicks from other device owners.
They’re also adding a feature to automatically segment your ads if you’re running a campaign for an application. Apps for iPhones, for example, need only include the URL for the Apple Store followed by the app’s name in the visible URL for the ad. Then, instead of a display URL showing on the ad, users will see a download link. This will also work for Android apps.
AdWords will also add the ability to segment by phone carrier in the US and Canada, so if you have a special deal with one of the carriers, or are otherwise affiliated with them (or not), you can further target your audience.
In all, more narrow targeting is usually a good thing. This allows advertisers to only show ads to potential buyers, and not waste money on clicks from people who couldn’t buy or use their products. It also removes irrelevant ads from users’ displays. It will mean a few more clicks when setting up a campaign, and possibly more work in dividing up ads into ad groups, but in all, this should help advertisers and users.
What do you think? Will you use this targeting? Will you be happy to see it on your phone?