Google has set up five basic steps to optimizing mobile-only campaigns. Katie Kellogg explains each, from creating easy to reach text used for copy in ads, to optimizing keywords that quickly identify the topic. For example, Kellogg tells us to add existing keywords from a desktop campaign to mobile and after three to four weeks analyze click-through and conversion rate. It will make sense to pause keywords if they have low CTRs or zero conversions. Then it's time to experiment with new words. The post appears on a nonprofit blog, but the tips are basic search strategies.