Our recent research has unearthed some interesting trends within the mobile search marketplace. When reviewing data for Q2 we were confident that the PPC traffic through mobile on Google would surpass Bing PPC traffic and in Q3 we saw that materialise.
Google PPC traffic is now at around 4% of total PPC traffic, almost double that from Bing. Not the kind of stats that Microsoft will want to see ahead of the search alliance in the UK with Yahoo next year.
This makes mobile search something anybody involved in search engine marketing should be considering. And with much of the search volumes from mobile devices coming from localised queries SMEs should be looking to maximise this opportunity and lead the way in a world traditionally dominated by large budgets.
A new study provides more evidence of the growth of mobile, with the use of search on mobiles growing by 247% over the last 12 months. In the same period, desktop search fell by 15%.
The Tamar Mobile White Paper shows a rapid increase in mobile search use, especially among the 18-24 and 25-34 age groups with 14% of both searching on mobile every day. Last year the figures for the same groups were 5% and 8%.
The convenience of having local information oozing out of our handsets whenever we need it means mobile search is becoming big business.
We search differently on our mobiles than we do on our desktops. When we are out and about we hunt for products and services we need soon, if not immediately. For example, it might be the location of, or directions to, a restaurant, entertainment venue or retailer.
Taptu is an alternative search engine that has just been released as an iPhone app, though it has a version that can be used on any mobile browser.
What Taptu does is to return results from mobile friendly websites. Some websites can be a pain to use on the iPhone, so a dedicated search engine for mobile sites is a good idea. I've been trying it out...
Video and mobile search, as well as marketers' increased willingness to pay a premium for behavioral targeting and mobile search, are going to propel the search industry forward, according to the 2008 State of the Market survey of advertisers and agencies by the Search Engine Marketing Professional Organization (SEMPO).
Seventy-five percent of the 890 search engine advertisers and SEM agencies SEMPO polled say they'd pay more for clicks behaviorally targeted to in-market consumers. On average, advertisers say they'd pay 10 percent more for dayparted and demographic segmenting, and 13 percent more for behavioral search targeting.
It's not all doom and gloom when it comes to ad spend forecasts. The Kelsey Group is bullish on local mobile advertising over the next five years.
OK, so we've all heard this year will be "the year of mobile" for seemingly as long as "next year in Jerusalem" has been intoned at Passover seders. Nevertheless, Going Mobile: The Mobile Local Media Opportunity makes some interesting predictions.
US mobile ad revenues are predicted to grow from $160
million last year to $3.1 billion in 2013, a compound annual growth rate
of 81.2 percent.
Kelsey splits ad spend into three distinct categories: display, search and SMS messaging. Last year, $21 million was spent on display; $39 million on search, and $100 million on SMS.
By 2013, search will reign supreme, according to the report, accounting for $2.3 billion in spending. Mobile
display ads will account for $567 million, with SMS advertising accounting for $270 million in spending.
Other interesting findings include these tidbits: