Google has offered pay per click marketers some tips on targeting the growing number of consumers that access the web via a mobile handset.
On the Inside AdWords blog, Emily Williams said pay per click marketing campaigns for users of on-the-go internet services need to be tailored to the most relevant audience.
A crucial element of this is ensuring that ads are only displayed on the right devices.
"For example, if you sell iPhone accessories, your ad is likely not relevant to Android device owners," she wrote.
Google AdWords allows users to specifically target their marketing at particular handsets, as well as individual networks such as AT&T, Sprint and T-Mobile.
With Google Analytics, Ms Williams said marketers can also see where mobile traffic is coming from, which could boost in-store sales.
If there are a lot of visits from an area where a company has an outlet, they can include click to call phone numbers in their ads that will directly connect users to their nearest location.
Google introduced its location-specific click to call numbers in January.
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