By 2013 it's expected that more people will access the Internet through mobile devices than with desktop computers. Using Google Grants AdWords account, you can extend your reach and harness this growth to promote your organization.
In AdWords, you've access to a number of mobile ad formats and features. "Location extensions lets users search your keywords to find your organization by displaying phone number and address with an expandable map. When people nearby do a search on one of your keywords, hyperlocal ad provides distance info about your physical location. Alternatively, if you accept donations via phone you can use phone extensions to drive phone calls directly from your ad. Ad Sitelinks allow you to display additional links to popular content located deep within your site."
As you begin to target mobile audience, remember to create separate campaigns for high-end devices. This give you more granular control over bids, budgets and keywords. Also, there's a max five ad units on mobile search pages -- two at the top and three at the bottom. Optimize your bids to aim for the top two ad positions to drive more users. As you optimize, keep in mind that user behavior can differ when searching from mobile device. Additionally, users on mobile often make more general queries, so consider using broader keywords to increase impression volume. Lastly, try including a strong mobile call to action in the ad text like the example below:
More Info: AdWords Help Center