Heather recently wrote about some enhancements to Google AdWords that allow advertisers to target their campaigns to specific mobile devices (iPhone & Android, for example) and also to mobile carriers (AT&T, Verizon, Sprint, etc.) – pretty cool, and very granular, stuff.

Yesterday, Google announced on their AdWords Insider blog that there is also now data in Google Analytics to help influence how you might configure your targeting of mobile devices in PPC (among other things).

Mobile Segmentation in Google Analytics - Click to see larger image

Using your existing Google Analytics profile(s), you can now see which mobile devices and services are sending traffic to your website, along with all of the information rich data that we get from other referring sources in Google Analytics. Can’t think of how you might use this information? Let me get your analytics juices flowing with a few ideas:

1. Determine which devices and services are driving high performing traffic. Create new AdWords campaigns targeting those users only so that you can test ad creative and bids to get the most from that traffic.

2. Get a lot of traffic from iPhones or Android devices? Maybe it’s time to consider developing an iPhone or Android app.

3. Do you see a lot of mobile traffic, but on your ecommerce site, fail to convert those users? Maybe your site isn’t optimized for mobile and you should think about designing a site (either a new mobile site or ensure your current site is mobile friendly) – an upfront investment in development could turn into a whole new channel of customers and revenue.

So, now that you have all of this information at your fingertips, what are you going to do about mobile?