Mobile provides a rich new way of targeting and promoting products via paid search. There are many possibilities for brand awareness and calls to action, but it is vital to remember that mobile users are not motivated by the same factors as those using desktop search. More often than not, boredom drives users to conduct a mobile search. Consequently, careful thought must be put into the creative text. Moreover, a strong keyword sales program is necessary, as users on mobile are not always looking for answers, as they may be when at their desktop. Mobile users are looking for fun, credibility, amusement, and entertainment. The trick is to understand that mobile is a social medium and any advertising must reflect that if it is to succeed.
Have you been running mobile paid search campaigns? How successful were they? What ad platforms have you been using to reach mobile users?