When creating a mobile campaign in AdWords, it is important to approach it the same way any new campaign should be approached. By this, I mean that you should separate your campaigns and create one that targets exclusively mobile devices.
From a network perspective, just like with any other campaign, you can target both the Search and Content networks. Also, we recommend having a separate campaign for each network.
However, you don’t have to target both Networks. Obviously, by targeting both networks you will have a bigger audience to reach, In the end, it all depends on your strategy and what you are trying to accomplish by going mobile- or by getting mobilized as I like to call it. With the Search network, you can have great features such as click to call on your ads. While in the Content Network you are still able to display banners on sites that relate to your business.
Another nice feature when creating your mobile device campaign is the option to get granular as far as mobile devices and carriers. For example, if you are a retailer and you sell iPhone accessories, you might want to target only iPhones. You do this by checking the “iPhone/iPod Touch” checkbox under the “Advanced device and carrier options” section. In this scenario a good idea would be to also target carriers that provide iPhone services. You can do this by checking the different carriers options provided under the “Carriers” section,
Once you have your campaigns created, remember to analyze your data and optimize based on performance.