If you are not using mobile as a method of growing your business you are missing out some staggering numbers . In a recent release of Facebook’s numbers for the quarter
showed that Mobile advertising revenue represented approximately 73% of advertising revenue for the company in the first quarter of 2015, a number up from 59% of ad revenue in the first quarter results of 2014, that’s a big increase year over year, with over 800,000,000 daily active users !
Web Searchers with a local intent are much more likely to head into a store and buy within a day of their search. Google research shows that 50 percent of all mobile users are more likely to visit a business after conducting a local mobile search, compared to 34 percent of the consumers who did a search on tablets or computers will go to a store.
And Google says these people are ready to buy once they are in a store, as 18 percent of local searches lead to sales, compared to 7 percent for non-local searches.
Google’s new study looks at local search intent and resulting action – what information people seek when they perform a local search or are on a particular device, and how that affects their decisions and purchasing behavior.
What was found by Google in their study was that 4 out of 5 customers surveyed had used a search engines to complete their local search. These customers were searching for a businesses hours, directions to the store, if a product was available, or simply the local address of the store.
Customers asked stated that they would rather buy in the store versus buy online if they:
- Knew that they were close to a store’s location
- Knew that they could get the product FAST, right now
- Had seen better pricing for what they wanted
Local specific ads are also great to capture a customers attention unexpectedly. Approximately 19% of shoppers made unplanned visits to a store and made a purchase just as a result of a targeted location-based ad.
Here are a few Tips for making local ads more relevant to Searchers:
- Optimize the Ads for the consumer’s specific location. An advertisers can reach a large number of prospected consumers by starting with a wide geographic area such as a State or the entire U.S. and then by using a location bid to fine-tune the ad bids for a targeted more specific areas and/or ZIP codes.
- Help consumers find what they are looking for. By making it easier for the people searching to see the information they want. By Simply adding location extensions, a phone number, or a click-to-call button right in the ad can help consumers take action faster.
- Engage consumers near your stores. You should use a mile radius bidding strategy to reach local consumers that are near stores and to build an attribution model for targeted local searches.
15 percent of all in-store shopping activities involved a Mobile phone search about a particular product or product price comparison.
When it comes down to how a user interacts with local targeted (PPC) pay-per-click ads, a little more than 60 % said they used the local information found in an ad. Of that local info Seen:
- 73 % of Mobile phone users said that store directions were important in an ad; 78 % of computer and tablet users said the same.
- 77 % of computer and tablet users also said the phone number was important in an ad versus 70 % of smartphone users.
To improve the overall ad experience to the customer, you need ads customized to their specific location. Seventy percent of computer and tablet users and 61 percent of smartphone users said they want ads customized to their immediate surroundings.