Mobile search differs from computer-based search. It differs by search environment, user interface, user thought process, user interaction and some other factors. On a PC, potential leads go through the various stages of the purchase funnel and so the conversion process is longer. On mobile devices, conversions tend to be a bit more quicker because people tend to buy more impulsively then than at a PC where they can ponder about their actions.

Businesses have yet to come to terms with their PC-mobile marketing campaigns. For e.g. Home Depot has an excellent website, but does not have a good mobile experience. BestBuy on the other hand has a mobile experience that is aimed at conversions.

Let me run through the steps on what you need to do to set up a mobile campaign: » Read more: Google Mobile Search PPC – The Process

Google AdWords calculates a ‘Quality Score’ for each of your keywords. Quality scores range from 1 to 10. High Quality Scores (8-10) mean that your keyword will trigger ads in a higher position and at a lower cost-per-click. Google looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score updates frequently and is closely related to its performance.

Here is a more detailed description of Quality Score from Google: » Read more: Adwords Quality Score Problem – Here’s what you do…

With the advent of many localized services, like Google Places/Maps or the group buying deals provided by Groupon or Living social, we know that local search, in all forms, is becoming popular.

Today, it is now very easy for a local business to get listed by claiming a spot on Google Maps and creating a Places page.

Let’s see what kind of localized strategy one can follow when running an Adwords campaign in a limited geography area.

» Read more: Local Search Strategies for Google Adwords

Every digital advertiser should use negative keywords in their PPC campaigns. Negative keywords are words and phrases that you do not want searchers to associate with your products and services. In other words, negative keywords are like irrelevant search term inhibitors.

By adding negative keywords to your PPC campaigns, your ads will not be served if those words are part of a search query. This has a direct benefit of saving money on wasted clicks and also improves the click-through rate (CTR) of your ads, which in turn helps improve your ad quality scores in Google. » Read more: 100 Must-have Negative Keywords for your PPC campaigns