It feels like an eternity ago that Google introduced enhanced campaigns, yet advertisers still face the challenge of exclusively targeting mobile devices using AdWords.

With enhanced campaigns, Google bundled desktops, mobile, and tablets into a single group, and by doing so, removed the ability to exclusively target individuals searching on mobile devices. Kind of strange considering close to 50% of all searches are conducted on mobile devices... right?

Mobile devices are an essential part of most individual's day-to-day lives, making it important to consider the following statistics when formulating your mobile, and overall marketing strategy:

  • Mobile devices account for 37% of all web searches; by 2017, mobile devices will drive roughly 50% of all searches.
  • On average, individuals reported spending 3.3 hours per day on their mobile devices, they also reported checking their phones approximately 150 times per day.