If you find the majority of your transactions coming from mobile devices, you're not alone. In fact, with smartphone technology progressing at such a rapid pace, countless experts are forecasting mobile search to overtake desktop engagement. For example, a BIA/Kelsey report shows mobile search will generate 27.8 billion more queries than desktop queries by 2016. Therefore, make sure your online marketing efforts treat mobile and desktop differently, and each campaign must be designed with user experience in mind.
It's obvious that one of the main differences between desktop and mobile search is screen size. You have less space to create impressions with, which requires you to allocate more attention to detail. This focus is especially important when positioning keywords. Mobile-searchers tend to use shorter keywords, and thus there are fewer distinct queries. Unfortunately, this increases competition for ideal search terms and raises bid costs. Make sure you're optimizing for mobile search and competing for the right phrases to drive traffic to your site.
Additionally, geotargeting is now synonymous with mobile search. Google recently launched its improved geotargeting capabilities, which expanded ZIP code targeting to Canada, matched U.S. metro areas to Nielsen Designated Market Areas (DMA) and increased the number of countries with city level targeting to 43.
Driving more traffic to your site has become easier through mobile marketing, but you have to put time and effort into creating a campaign that works best on varying mobile devices.