If you are still asking yourself (or your business) this question, the good news is that it is not too late to start; the bad news is that you are a little late to the game.

Gavin O’Malley for MediaPost reports that in-app inventory is expected to surpass display inventory in the not-too-distant future.

It is easy to get started if you are already advertising through AdWords. You can begin creating campaigns that specifically target mobile devices such as tablets (which is a no-brainer) and smart phones. If you are going to target small-screen devices, I strongly encourage you to create separate campaigns and landing pages. If your existing landing pages and forms are already mobile-friendly, then you may be able to skip creating a new set. There’s an easy way to find out – just pull up your pages on a mobile device and participate in the user experience first hand. Here’s what you need:

• Fast-loading page
• few graphics
• few plug-ins and calls to external files such as css, js, etc.
• Easy to navigate
• intuitive funnel
• easy to ID links and CTAs
• Easy to complete form
• remember it is hard to type, so limit free text fields
• limit hovering which is difficult without a mouse
• Click-to-call phone number
• Click-to-email email address
• Limit scrolling from left-to-right