Trying to decide which mix of search terms and keywords Mippin should bid on amongst the numerous paid search services available is an interesting and often surprising job.
Mobile search has been around for many years and though early iterations were probably limited to searches for mobile operator products or services, the advent of www.Google.com, www.Yahoo.com, www.MSN.com, www.Medio.com and others offering search on mobile has really shifted the potential of the device dramatically; mobile search now seems to resemble its counterpart on the fixed internet more than ever before.
I’m aware in fact that the distinctions between the mobile and fixed internets have been blurring for some time. Exactly what choice of search platform someone uses via a modern internet capable, large screen mobile is up for debate, especially when the element of website transcoding for mobile is thrown in to the mix. However it seems to make sense that if a search marketing exec uses Google Mobile for instance, selecting to serve Mobile Text Ad’s will see ad’s served on mobile internet capable devices. Of course, please let me know if this is not the case.
Based on this assumption though, Mippin has built lists of literally thousands of search terms, mostly related to the content available through the service, but in some places choosing to try new strategies to reach new, wider or even smaller niche mobile audiences. And in some cases the results are surprising, with a nod to the long-tail. The most popular search terms are as anyone would expect, mobile content, celebrity, entertainment, and news features, but sandwiched in amongst them are a real reflection of where the mobile internet is heading. People using mobile search no longer look for just news or entertainment, but input search queries with real variety and diversity, looking for content that is particularly relevant to them, displaying a real expectation that the mobile internet can deliver what they’re looking for. Higher than expected search queries for terms such as “prime numbers”, “panama hat” and “help the aged” in the UK show people assume the content is out their for their mobile. So I’m off now to find the most unusual search terms I can find – I wonder if anyone has ever managed to fit “Antidisestablishmentarianism” in to their mobile search browser?
And don’t forget, add “Mippin” to any mobile search you run, to truly see what the mobile internet delivers!