Mobile advertising is ubiquitous in the age of online search as mobile devices have become indispensable in our daily lives. The rise in mobile-centric marketing has created a competitive landscape that businesses cannot afford to ignore. In a study conducted by Google and Ipsos, the impact of mobile on local search was analyzed, revealing that end up visiting a store within one day. This highlights the importance of targeting mobile users with Google Local Search Ads. In this article, we will discuss the importance of local mobile advertising and the strategies for success.
Understanding Local Search and Mobile Marketing?
Local search refers to online searches for products or services that are carried out with the intent of finding a physical business location. Local search results include information such as business hours, reviews, directions, and phone numbers. Local search advertising is becoming increasingly important for businesses as more consumers turn to their mobile devices to find nearby businesses. Mobile advertising presents an excellent opportunity for businesses to reach local customers who are searching for specific products or services.
The Google and Ipsos Study about the Impact of Mobile on Local Search Behavior
The study conducted by Google and Ipsos found that mobile devices play a significant role in local search behavior. The study surveyed over 4,500 smartphone users who had conducted a local mobile search in the past 12 months. The survey revealed the following insights:
- 76% of people who conducted a local search on their smartphone visited a related business within one day.
- 28% of those visits resulted in a purchase.
- Local searchers exhibit high purchase intent, with 18% of local searches on smartphones leading to a purchase within one day.
These insights demonstrate the power of mobile in driving local search behavior and the importance of targeting mobile users with Google Local Search Ads.
Targeting Mobile Users with Google Paid Search Ads
To effectively target mobile users with Google Local Search Ads, businesses should follow these best practices of local mobile advertising:
- Use Mobile-Specific Ad Formats: Use ad formats that are optimized for mobile devices, such as call-only ads, which allow users to call your business directly from the ad.
- Use Location Targeting: Use location targeting to ensure that your ads are shown to users who are searching for products or services in your area.
- Implement Click-To-Call Functionality: Make it easy for users to contact your business by implementing click-to-call functionality on your website and in your Google Ads.
- Optimize Landing Pages For Mobile: Ensure that your landing pages are optimized for mobile devices and offer a seamless user experience.
- Monitor And Adjust Campaigns: Use analytics tools to monitor the performance of your campaigns and make adjustments as needed to optimize for better results.
Strategies for Creating Successful Local Mobile Advertising Campaigns
- Use High-Quality Images and Videos in your Ads: People are more likely to click on local search ads that have eye-catching images or videos.
- Write Clear and Concise Ad Copy: People are more likely to read and understand ad copy that is short and to the point.
- Target your Ads to the Right Audience: Mobile ads can be targeted to specific demographics, interests, and even locations, which makes them a very effective way to reach a specific audience.
- Track the Performance of your Ads and Make Adjustments as Needed: It is important to track the performance of your local mobile advertising campaigns so that you can see what is working and what is not. You can then make adjustments to your campaigns as needed to improve your results.
The study conducted by Google and Ipsos highlights the impact of mobile on local search behavior and the importance of targeting mobile users with Google Paid Search Ads. Mobile marketing is essential for businesses that want to succeed in the age of local search. By following best practices for local mobile advertising, businesses can effectively reach their target customers and drive conversions.
As mobile usage continues to grow, businesses that prioritize mobile marketing will reap the benefits of increased visibility and revenue. By following best practices for targeting mobile users, businesses can effectively reach their target audience and drive conversions. As mobile usage continues to grow, businesses that do not prioritize mobile marketing risk being left behind.