You’ve heard a lot about the popularity of the iPhone, and the new release of Motorola’s Droid. These phones, as well as many others on the market and even more to come, have changed the way that people use their phones and browse the Internet. Because the Internet experience on these phones is similar to the desktop, the user behavior is becoming similar, which includes search.

So people are searching more using phones, but what does that mean for your paid search campaigns? Beyond just continued growth of search volume, it means:

1. Mobile search queries are shorter in nature. Many reports state that the number of keywords in a user’s search query is growing. While this may be true, on a mobile phone the user is much more likely to type a shorter query due to the keyboard and nature of the user.
2. Mobile search queries are more local in nature. According to a 2009 report by The Kelsey Group, 15 percent of queries have a local modifier.

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