Microsoft aims to continue building its search share with new mobile developments that mobile marketers may like.

The latest search rankings from Nielsen reported by Brafton shows that Bing has gained considerable search ground in recent weeks, overtaking Yahoo as the No. 2 search engine in August. Now, Microsoft aims to continue building its search share with new mobile developments that mobile marketers may like.

Bing has traditionally struggled in the mobile search market, but it is trying to get consumers on board with a recently released Bing app for Android phones provided by Verizon, revealing something of a crack in Google's Android armor. While users of Google's Android with other service carriers have to wait a while longer for Bing, Microsoft officials seem to think this move – and their alliance with Verizon – will help them gain mobile search ground in the long run. "[The Verizon deal] will continue to be one of the most important things we're doing here at Bing in terms of mobile search," a Microsoft representative told the Wall Street Journal.

This Android app will give Bing a leg-up in reaching more consumers as Google's platform currently holds 23.8 percent of the smartphone market, according to the latest comScore Mobile Subscriber Market Share report. At the same time, Microsoft accounts for 11.8 percent of the smartphone platform market, and it is now offering advertisers some more appealing options to try to boost their brands on the upcoming Windows Phone 7.

The company announced last week that it launched its Microsoft Advertising Exchange for Mobile as well as its Mobile Advertising SDK for Windows Phone 7. These tools let marketers maximize their mobile ad revenues with the first-ever real-time mobile ad bidding system, allowing advertisers to place offers for mobile inventory precisely when impressions are served. The Mobile Advertising SDK for Windows Phone 7 features include location targeting, text and image units, demographics and categories. Windows Phone 7 is scheduled for release in October.

While Microsoft may succeed at making its way in the mobile search market, marketers who want to appeal to the more than 234 million Americans who use mobile devices can't ignore Google. Recent data from StatCounter relayed by Royal Pingdom shows that Google accounts for 98.29 percent of the mobile search market.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.