A quarter of all paid search clicks will come from mobile by the end of this year, Google predicts, and brands are racing to hone their mobile-search marketing operations. Dedicated mobile content, mobile-specific ad copy and mobile-optimized ad placements all can help brands reach mobile-device users. "Half of U.S. consumers now own smartphones: You want to be where your customers are," said Rhonda Hanson, director of search marketing for Getty Images.

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