Mobile PPC advertising is a growing opportunity, with searches increasing and more done on mobile. Key considerations include separating mobile campaigns with their own accounts and keywords, using mobile-optimized ad copy and landing pages, and aggressive bidding. New ad formats like click-to-call are effective on mobile by making it easy for customers to connect, and location extensions show the business location with ads. Tracking and analysis of mobile campaigns should include call metrics to improve engagement, and more targeting options will continue to emerge.