In what has become a typical Google move, the company today released an emotionally powerful and applicable video showcasing the value of mobile search, and why it’s important for marketers. However, Google also recognizes that there aren’t enough tools for businesses to measure the effectiveness of their mobile campaigns, and so – on the same day that Yelp is releasing an estimate tool to calculate its effects on businesses – Google is releasing its own “Full Value of Mobile” calculator. It includes equations and benchmarks that provide important statistics regarding the effectiveness of a mobile campaign, and puts into context many of Google’s own mobile features that have been built out into the Android system and iOS apps. It will be especially helpful for smaller startups who might not be able to afford the powerful analytics tools that such a calculator may have previously required. It remains to be seen whether this will heavily promote mobile advertising, but at the least it seems as though Google is pushing for more attentiveness to this rapidly expanding advertising platform.
