Every year, groups of very smart advertisers are asked to give their prediction for the future of digital advertising. For the past 3-4 years, the answer was an overwhelming "shift to mobile." So what will the predictions for 2015 be? You guessed it, mobile! So it should be no secret to anyone in this industry that mobile advertising is becoming increasingly competitive. In this post, I will show you some ways to make sure you set yourself up for success on mobile platforms.

While the focus is primarily on AdWords, many of these tactics should be considered when optimizing other networks, and certainly your message should be consistent across your channels.