The latest revision to Google’s AdWords will significantly change the way its PPC platform can be utilised. The new revisions will allow businesses to increase their presence on mobile devices. This change could see local businesses using geo-targeting for potential customers who are in their locale.

With the existing AdWords platform having reached near capacity, Google has been faced with the challenge of finding alternative revenue channels. Cisco said:

“The number of mobile-connected devices will exceed the world’s population in 2013.”

As such, Google’s newest access to mobile customers is a boost to smaller business owners who will now be able to reach this formerly untapped consumer market.

With online marketing having proved to be an area in which the smaller business owners have been able to compete with larger corporations, Rob Jackson, of Elisa DBI, makes some recommendations to further enhance the competiveness of their digital presence:

Smaller businesses should look to spread their message. Use well known places to advertise, but also look at local forums and regionally based news platforms. Multiple revenue sources can bring business from niche sectors.

Don’t be afraid to use SEO. Getting your site, or news, recognised by Google is about quality and original content.

Use social media channels effectively. Use competitions and loyalty incentives in social media platforms. Simply having your content ‘liked’ doesn’t return business.

Of course it’s not enough to simply create an online presence and be techno-savvy enough to use geo-targeted advertising. Businesses need to use web analytics to monitor and track their digital marketing efforts. Only with proper analysis can businesses really track and identify their return-on-investment.