Mobile searches now account for 12 percent of overall search volume up from 5 percent a year ago, according to Google. Then you add in tablet computers, the fact that iPad 2s are selling out, and Blackberry, Motorola, and others are entering the marketplace.

The question becomes: how do these different devices perform for your search marketing campaigns? Are tablet users more likely to convert than smartphones, or desktops? How does user behavior, and usage alter the way you think about your marketing approach?

First things first, you have to target these campaigns separately if you ever expect to understand the behavior. If you aren't granular in your approach, everything just gets rolled up into one number, and you may never understand it, and therefore miss an opportunity.

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