Advertisers should look to take full advantage of the "multitude of targeting options" available for their campaigns through services like Google AdWords, one expert has said.

Jeremy Hull of Search Engine Watch said the first step when starting a new campaign using the pay per click marketing service is to uncheck the box that opts users into Content, as content and search should be kept separate.

He added that Google also allows device targeting, so marketers can choose to have ads focused on users of computers, smartphones or both.

Ideally, Mr Hull said, advertisers should set up duplicate campaigns tailored to these specific platforms rather than opting to run ads across both, as this will make it easier to control keyword bids and budgets.

In January, Google introduced a new feature that allows marketers to target specific devices such as iPhones or Android smartphones, as well as individual networks.

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