Search Engine Marketing: Finding Santa's Helpers

It's important to separate desktops, smartphones and tablets into unique campaigns. Google has reported that mobile-only campaigns perform 11.5 percent better, on average, than hybrid desktop/mobile campaigns. This is because searchers use different devices in different ways. For instance, smartphone searchers are unlikely to scroll through search results because of the small screen. It's critical to appear in the top sponsored listings on smartphones. On desktops and tablets, searchers are more likely to peruse results, possibly clicking further down the page. Landing page strategies should also differ as desktop and tablet users have more room to browse than smartphone users. Keep in mind that many mobile devices (e.g., iPad) don't support Flash. Also, ad copy can be optimized per device (e.g., "purchase now from your tablet").