Mobile paid search is relatively new on the scene, but it will likely see a rise in popularity with the increasing growth of mobile devices. To further prove that point, eMarketer found that worldwide mobile search advertising spending for this year is expected to be more than $596 million, which is up from the $243.7 million statistic from last year.

Cindy Krum of Rank-Mobile shares some PPC information with WebProNews specifically regarding Google AdWords. Anyone can do mobile PPC, even without a mobile website. Cindy says you can send users to Google Maps, YouTube, the App Store, and Android Store, and points out how this promotes applications and generates more revenue.

If your website is not “mobile-friendly,” now is definitely the time to equip it with mobile capabilities.  You do not have to create an entirely different website, but you do need to integrate mobile into everything you do in order to get the most return. Instead of a mobile site, you can create a handheld style sheet that takes your existing pages and gives them different rendering instructions. Once created, you can test and tweak it on mobile devices to see if it operates to your desire.

Just remember that mobile users have a different search intent than standard Web surfers and you have to be sure that you can accommodate their needs.