Today, over half of all online searches are done on mobile devices.  One of the major considerations with SERPs is actually the size of the screen itself.

The impact of mobile devices – particularly cell phones – is now undeniable.  The person who does not have a smart phone is the now the exception.

So it’s not surprising to see such a huge increase in searches on mobile devices.  In fact, much of the search marketing industry is going towards natural speech queries, as a result of people doing voice searches on mobile devices.

Another major consideration is the advertising real-estate on mobile screen SERPs (search engine result page).

The SERP is physically smaller on a mobile device.  The above the fold view (meaning what you see when the screen first appears, without having to scroll down) has less ads visible than a desktop SERP.  In fact, on most mobile phones, the PPC advertisements are the only ones you can see without scrolling down.

Put this scenario together and a certain conclusion becomes inevitable.  Doing pay-per-click mobile ad campaigns puts you into advantageous real-estate on mobile searches.

Of course, paid ads also put you at the top of desktop SERPs.  However, desktop monitors have more visible real-estate above the fold.  Organic results are visible without having to scroll down.  So while you have an advantage, it’s not as great.   People tend to scroll down more on desktops, and tend to go onto to page 2 or 3 more on desktops than mobile devices.

People who are doing mobile searches are often looking for a quicker solution.  Scrolling down and going through multiple pages of search results or websites is more tedious and time consuming.

PPC ads on mobile devices get more attention and response simply by the nature of their enhanced visibility.

Try a mobile specific campaign with your marketing and see what story the data tells in your market.