How to Target Mobile Users with Google AdWords for Local & Small Businesses
by Andrew Krebs-Smith | August 12
For small and local businesses with limited marketing budgets, hearing about companies that spend hundreds of thousands of dollars on search engine marketing each month may sound like an indication that pay-per-click ads aren’t suitable for smaller organizations. Though advertising through Google Adwords can definitely be more expensive than other platforms like Facebook Advertising, the rise of mobile use among consumers – there are 4 billion cellphones in the world right now, the fastest increased use of any technology in history – comes with an exciting opportunity for small and local businesses properly leveraging paid Google ads.
According to Google, consumers that search for businesses on their smartphones have a higher intent to purchase and are closer to the point of sale. Think about it this way: if a user searches for “wine bar nyc” on the web from their laptop, they have the convenience of clicking on numerous search results to weigh their options and choose the best one for their evening plans. But when a user makes that same search from a mobile device, they’re more likely to already be out and looking for their next location that instant. For small and local businesses wanting to leverage Google Adwords, taking advantage of this urgency by investing in mobile search is key.
Read on for our TOP 3 tips for maximizing your small business’ mobile search budget:
1) Include the Click-To-Call feature on your ad campaign – Click-To-Call allows a user to call your business directly when your ad appears during a search. Google uses GPS, WiFi, location pings and IP addresses to determine a user’s location. You can target these users by location, phone carrier, and keyword.
2) Create landing pages especially for mobile users – Make it easy and simple for mobile users to find you and understand the information they are seeking. Businesses that display specific call to action for mobiles users on a landing page tend to experience increased conversion rates. Be sure that these landing pages do not include Flash, as many mobile platforms don’t support this.
3) Test ad copy – Test mobile-specific text and variations to discover what works best with your customers. Try listing store locations, promotions, and call outs to specific mobile devices. Businesses that did test a variety of ad copy saw a conversation rate that was 7.5% higher than those that didn’t. This equals savings to you and an increase to your bottom line.
Interested in learning more about mobile search for small businesses? Shoot us an email and we’ll be happy to answer your questions.