With eMarketer forecasting that spending on global mobile advertising will almost double from $1.28 million (£866,445) to $2.34 million between 2010 and 2011, it is becoming increasingly important for marketers to understand how to use this channel for effective campaigns, according to one expert.

Search Engine Land columnist Mona Elesseily said that in many ways, mobile ads work in the same way as normal pay per click services – but there are also some important differences.

Among them is user intent. Mobile searchers are typically looking for information or products that they can consume quickly, such as the location of a restaurant or music downloads, rather than items that require lengthy consideration, like loans or major appliances.

Another key difference is the length of search queries. Ms Elesseily said that mobile marketers should target short phrases that smartphone users can type easily.

Furthermore, they should remember that mobile websites have more limited space for ads, so brands need to be in the top positions for their message to be displayed.

Last month, Google launched a new mobile platform for Android, iPhone and Palm Pre devices for its pay per click service AdWords.

News brought to you by ClickThrough – specialists in Search Engine Optimisation and Internet Marketing.

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