More and more consumers are accessing the Internet on their mobile devices each day. There are over 5 billion mobile phones worldwide, and according to recent Neilsen research, over 50% of the mobile phones in the US will be smartphones (capable of internet browsing) before the end of 2011.
The majority of these mobile users are performing Google searches, providing a growing marketing opportunity for paid search advertisers.
In addition, rising smartphone use means consumers are expecting more from their mobile experience. Instead of looking up restaurants or hotels before heading out, more people are now searching for places and services with their phones on-the-go.
At a high-level, managing mobile paid search ads is very similar to managing desktop paid search campaigns. In fact, your Google campaigns may already be opted-in to mobile and you could already be advertising on mobile devices.
However, user patterns and intent are different enough on cell-phones that you should be managing mobile campaigns separately. With our experience with large scale advertisers, mobile campaigns typically have higher Click-through-rates (CTR) and lower Cost-per-Click (CPC) and CPA.