Your customers are increasingly searching for you not just from their computers, but from high-end mobile devices, such as smartphones and tablets. This rapid growth of mobile necessitates custom strategies for the different ways users behave, depending on what device they use. For example, people searching from their computer desks tend to use longer search phrases than those searching on their smartphones. While you cannot opt out of tablet devices, you can adjust mobile bids through each campaign and ad group. Savvy marketers track ROI from each device and create tailored strategies to maximize the potential of each user base.