With the exponential rise in smartphone use over the past year or two, you might be tempted to run a pay per click marketing campaign targeted specifically toward mobile devices. On paper, it seems like a good idea. Since there are so many more people accessing the internet on smartphones these days, it’s understandable if you want to try to reach this user segment.

"It is happening and it is happening faster; we look at the charts internally and mobile is growing faster than all our predictions"

Eric Schmidt, CEO, Google 

However, you should consider the nature of your business and its relation to mobile phone searches before you invest the time and money to create a mobile-targeted PPC campaign.

It is important to get into the mindset of a mobile internet user

First, you need to get into the mindset of a mobile internet user. This may not be too hard, especially if you’re a smartphone owner well-versed in the pleasures of instant internet gratification. Mobile internet users are crunched for time, and are probably looking for information they can act on in a hurry. They might be en route to a store and need directions, looking for a certain type of business in their immediate area, or comparison shopping online while they browse in a brick and mortar store.

Mobile internet users have a strong intent to purchase

The plus side is that they have a strong intent to purchase what they are after – they just need a slight push to get them where they need to be. The down side is that you don’t have a lot of time to make an impression on these hurried users.

Because of this mindset, mobile PPC campaigns that rely on a lot of bells, whistles, and customer interaction are likely to fail. Don’t target mobile users with information appropriate to the information-gathering phase of the buying cycle. Focus your landing pages on the immediate information that these users are looking for – directions to stores and quick bullet points about products and services.    

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