Honestly depends on your budget. The thing I like about mobile is that if you put the work in the rewards can last a long time. Even double/tripple the average time of desktop ppc campaigns. A lot of variables involved though. Good knowledge of CSS is helpful when creating mobile landing pages. Lots of possiblities for scaling your campaigns as the amount of inventory is huge.
The profit margin can be extremely high or extremely low. If you just rip pre existing converting campaigns then your competition can increase their bid prices and squeeze you out. If you emulate and then innovate your margins will be higher. Just like everything else it is a science and you must be willing to test test test and then optimize for increased conversions. An excellent tracking tool is imobitraxx its expensive but personally I think it's the best on the market.
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