Google integrates AdMob into AdWords, taps millions of devices -

Google has integrated its mobile advertising service AdMob into AdWords, allowing customers who buy web ads on the latter to get their message across on mobile devices as well.

The move integrates both services and both markets, reports AdAge, adding 350 million mobile devices and 300,000 mobile apps to AdWords, which reaches two million websites. It sounds like a clever way of monetising both markets and making Google's mobile ad services a bit more attractive. Facebook recently announced a similar move, by providing turnkey access to all platforms through its ads API.

Jason Spero, head of global mobile sales and strategy at Google, points out that the integration will make it a bit easier to spend money on mobile ads, as they will now be managed in the same place as traditional Google ads.

"Anybody that's buying performance media through AdWords can now very easily add mobile display to campaigns. We have a lot of customers that buy search and desktop display through one interface. Now they're adding mobile display to that," he said.

Medium and small businesses in the US, which are most likely to use Google's ad services, are projected to spend about $4.5 billion on mobile marketing in 2012.