With the large-scale adoption of smartphones by many consumers, mobile internet marketing services may be an area that firms should consider exploiting.

According to figures from Nielsen, almost half of devices sold in the US this year will be smartphones, while Edd Dawson of broadband.co.uk has predicted their use will lead to many more people accessing the internet while on the move.

Therefore, one expert, Matt Lawson, has given a few tips on how to make the most of this market in a piece for Search Engine Land.

He explained that it is important to understand that ads will perform differently on handheld devices than they do for traditional users.

"In order to optimise for mobile-specific performance, you need to separate mobile campaigns from your desktop paid search ads," he said.

It is also important to ensure that websites are effectively configured to function fully on mobiles, as they may have limited support for tools such as Flash, while the display area will be much smaller.

Position is also more important, as mobile devices will show fewer paid search ads than desktops, Mr Lawson noted, which may involve closer monitoring of a campaign's performance.

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