This will only grow and is something that anybody in digital media should start thinking about. Also focus on optimizing for this channel.

Smart mobile devices will account for 25 percent of all paid search ad clicks in Google’s network by December 2012, up significantly from 5 percent in January 2011. Click through rates (CTRs) on mobile phones are a staggering 72 percent higher than on desktops, though tablet clicks net a lower cost per conversion, according to Marin Software’sState of Mobile Search in the U.S.report.

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