A year after it began testing paid listings on its mobile search product, Google has opened AdWords generally to Google Mobile Search. Keyword management is integrated with the existing AdWords interface, and advertisers will automatically have their listings delivered on the mobile platform unless they request otherwise.

"What's different here is we are taking AdWords text ads, intended for Google.com, and automatically converting them to text ads when a user searches on Google from their mobile device. In this way, advertisers don't need to select a separate mobile campaign, although they still can, but instead can be connected to potential customers whether they are using Google on their PC or mobile device," a Google spokesperson said.

Whether effective Web search ads will perform well in a mobile environment is an open question. Mobile users search for different reasons than Web users, something SEM firms have learned through early tests on Google and other platforms.

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