Our last article discussed the importance of localizing your PPC campaigns. There’s one topic we left out: mobile optimization. We did that on purpose. Mobile devices have had a significant impact on our search behavior, so it’s only right that we discuss mobile optimization separately as a key element of your local PPC strategy. Why is mobile so important for local search?
1) Consumers Use Their Mobile Devices Everywhere
This point is less obvious than it sounds. By nature, a mobile device is one that you can use no matter where you are. Surprisingly, this also includes where desktop devices are within closer reach. In fact, Google’s Mobile Playbook mentions that 68 percent of mobile searches happen at home. This means that prospective customers are looking for your product or service on a mobile device more often than you think. With a mobile-optimized local PPC campaign, you’re ready when they are.
2) Mobile Searchers are More Ready to Buy
Generally speaking, when we search for something on our mobile devices, we’re on a mission to find it. Once we find it, we’re ready to get it. A study by Google and Nielsen found that 55 percent of purchase-related conversions happen one hour after the initial mobile search. You want to reach your prospective customers when they’re ready to buy, and you want to capitalize on that readiness by telling them where to find your brand. That’s what a mobile-optimized local PPC campaign will help you do.
3) Mobile Campaigns are More Targeted
Geofencing allows businesses to set a perimeter around their locations and send targeted messages to customers who enter that boundary. The ability to use geofencing in a mobile campaign creates hypertargeted audiences and improves your campaign performance. In fact, the CTR of location-based mobile ads is double the industry average. Incorporating geolocation into your local PPC campaign is an effective way to communicate with prospective customers at the right time.
When optimizing for mobile devices, make sure that your ads have a strong call to action. Let customers know exactly what you want them to do, and make it easy to follow that direction. If you’re directing them to your site to view a specific product or promotion, don’t send them to your homepage and expect them to navigate the rest of the way. Save them time and unnecessary clicks. If you want them to call or visit a store, send them to a mobile-optimized landing page with a map and click-to-call functionality. It should be easy to call a store or see its location on a map with a single click.
If your brand is sold through local businesses, mobile optimization is an indispensable part of your local marketing. Consumers are on their mobile devices more often than you think, so you have to be prepared for them to search for your product or service at any moment. With a mobile-optimized local PPC campaign, you can be sure that you’re there for your customers when they need you.
About the Author
.More Content by Olivia Mitchell