Landing pages can be used for PPC ads, mobile app downloads, promotional campaigns and more. Optimization tactics are intended to boost conversion, improve PPC quality scores and provide a better user experience. Yet with so many companies "not ready to do mobile," the mobile landing page experience has basically been ignored. With mobile Web use dramatically on the rise, marketers can no longer ignore the impact. There are more than 4 billion mobile phones on the planet and Google estimates by 2014 more people will use mobile phones than PCs to go online.