Let’s start off with the size of the mobile market. You might guess that Mobile Search is not all that big. Well, compared to Web Search, that’s right. But, there is definitely a sizable market, and a audience to target.
The research firm M:Metrics provides mobile search data and demographic information. According to M:Metrics, there are approximately 11.2 million mobile searchers in the U.S. as of February 2007.
So, of that 11.2 million, who is searching on what Mobile Search Engine? After seeing the numbers, apparently the Mobile Search Market Share is very similar to Web Search.
46.7% of mobile searchers use Google.
35.4% use Yahoo.
7.2% use MSN.
Furthermore, 61.9% of mobile searchers are male, and 77.8 % of mobile searchers are between the ages of 18-44.
Roughly 26% of Mobile Searchers earn over $100,000/year.
Yahoo recently introduced OneSearch. In my opinion, it looks much nicer and is easier to use as a searcher than Google Mobile Ads. Although, as usual…Google makes it very easy to create a Mobile Search Campaign. Just log into Adwords, and create a campaign, and when creating the ad, you can choose between a: Text ad | Image ad | Local business ad | Mobile text ad | Click-to-play video ad.
Mobile Search is often used by people on the go, looking for a location, like a restaurant or movie.
Additionally, there is not a lot of competition for keyword bidding. That means cheaper keyword buys. To run a small test, it is safe to generate 20 keywords and allocate something like 1% of your Search Engine Marketing budget (Obviously this depends on how large or small your total budget is). Expect higher conversions, but just don’t expect much volume.
The mobile ad market is growing quickly, and is expected to be worth $11.3 billion in 2011, according to a recent report from Informa.