A recent study conducted by Google has underscored the importance of “going mobile” if you want to attract more customers and generate bigger revenues. According to the search giant, 50% of mobile users are most likely to visit a store after conducting a local search, while 34% of consumers on tablets or computers will do the same thing. Therefore, to get bigger return on investments, you should consider optimising your marketing campaigns not just for PC users, but also for those who use mobile devices to conduct local searches.
Google also revealed that those who conduct mobile local searches are ready to buy once they are in a store. According to the report, 18% of local searches lead to sales, as compared to 7% for non-local searches. The study also revealed some of the information most users are looking for. They include business hours, directions to a local store, product availability, and the address of a local store.
As the saying goes, nothing is permanent in this world except for change. Google’s latest study clearly illustrates the shift in people’s online search habits. And as more and more Internet-capable mobile devices like smart phones and tablets are being sold in the market, people don’t have to solely rely on their desktop computers to obtain the information they need.
Meanwhile, Google has offered some pointers to help businesses intensify their marketing campaigns and make their local ads more relevant. According to the tech giant, whether a potential customer is using a mobile device or a desktop computer to do a local search, it is important for businesses to make it easier for their prospects to see the information they need the most. Simply adding location extensions, a phone number, or a click-to-call button right in the ad helps encourage consumers to take a quick action.
Businesses should also optimise their campaigns according to their customers’ location. “Advertisers can reach a large set of consumers by starting with a wide geographic area and then using location bid adjustments to fine-tune bids for specific areas or zip codes,” Google said.
If you’re a business owner, taking advantage of local searches and optimising your website for mobile devices are something you should do. Because the online landscape is always changing, it will certainly do you well to make certain adjustments to make sure that your customers can easily find you, no matter what device they are using, and that your marketing efforts are always effective and up-to-date.
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