Mobile search campaigns are expected to account for up to 10 percent of advertisers' search budgets by the end of 2011, with Google accounting for approximately 97 percent of the market share.
In order to cash in on the increasing popularity of mobile marketing, RISMedia suggests shifting the focus away from what a typical web marketing campaign entails, and thinking about the intricacies of a mobile device.
For example, search behavior isn't the same for mobile as it is for the web. The keyword pool will be different and smaller, while search query strings tend to be 25 percent shorter compared to desktop searches.
Also, due to the reduced size of the mobile screen, being listed on the first page of search results isn't enough - users will only see the top two or three results, which increases the importance of marketing effectively.
The news source adds that mobile campaigns should be designated as a separate entity from a company's regular search campaign. According to Google, advertisers that separate initiatives see an 11.5 percent increase in clickthrough rates.
An example of a recent successful mobile campaign was run by clothing company Diesel. Users scanned QR barcodes with their smartphones in-store, which sent them to a Facebook product page they could then "like" in order to receive a discount, QR CodePress reports.