85% of new handsets access mobile internet and 30% of UK subscribers have a smart phone. Mobile searches for terms like "bet" and "bingo" are common. Mobile PPC considerations include improving customer engagement through click-to-call ad formats and location-based targeting. Campaign best practices for mobile include separate targeting of devices, short 1-3 keyword ads, and mobile-optimized landing pages. User behavior and search patterns on mobile should be analyzed to inform mobile advertising strategies, which will benefit from continued growth and improved targeting options over time.

1. PPC Advertising on Mobile Duncan Fisher

2. 85% new handsets access mobile internet 30% UK subscribers have a smart phone 12% of UK Shoppers research on mobile 10% of all bets made through mobile

7. 110K searches on “bet” in April

8. 91K searches on “bingo” in April 91K searches on “bingo” in April

9. Keyword behaviourfor last 4 years

10. CPC patterns by device for last 4 years

11. Mobile PPC – Key Considerations

12. Improve Customer Engagement

16. Target devices separately

17. 1 to 3 keyword search terms

18. Mobile specific ad copy

19. Utilise ad formats

20. Aggressive bidding strategy

22. Typical Search Patterns

23. Track & Analyse

25. More tools / reports to analyse mobile data (call metrics in US)

26. Improved targeting options

27. Target all tablets with full browsers

28. Mobile carrier insertion