Businesses operating pay per click marketing solutions have been advised to consider mobile users when designing their strategy.
Writing for Search Engine Land, Shari Thurow explained the dimensions of a mobile phone mean they are used differently to a computer by people with a query.
For example, the smaller screen means it takes longer for individuals to type in words and they are likely to benefit from auto-suggest features.
The expert recommended marketers consider having a separate mobile version of their site with a different information architecture.
Ms Thuros said although "it might be simpler to develop a single website and use one style sheet for desktop computers and another style sheet for mobile devices", this is not the most effective option.
It is not only people increasingly using their mobile phone to access the internet that could affect PPC marketing strategies, as Eric Enge of Search Engine Watch recently advised Google Instant is likely to predict the search volume generated by long-tail keywords.
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