If you own or operate a location-based business, you’ve likely dreamed of the day you can attribute marketing dollars to real-life foot traffic. Google started working on making this dream a reality in 2014, but the feature only rolled out to a limited group of high traffic companies. Over the last few months, Google started making a larger feature roll out to small businesses and enterprises. Advertisers can now track the campaigns, keywords, and devices that lead to store visits in Google’s ad platform. Up until this point, advertisers have been able to attribute ad campaign success in Google Ads through website traffic, website events, online purchases, and phone calls. While these metrics do a great job of measuring the intent of searchers to visit a location, store visits allow businesses to see how this online intent actually translates to foot traffic.Continue reading…
If you took a sneak peek into thousands of apartment websites’ analytics accounts you might find that they tell a similar story. Most of their website traffic is coming from Google. Google is arguably the most important marketing channel for apartment marketers today, but it’s also one of the most difficult to compete in.
When consumers search for local options on mobile, they usually have an immediate need and want quick answers, close to where they are. Optimizing for local search is important, but if you aren’t optimizing for mobile, you may miss out on your best source of local traffic. Many of those local searches come with a high purchase intent, making local mobile searches an incredibly important opportunity for your business. How can you structure your paid search campaigns to make sure your ads are appearing for local shoppers who want what you’re selling?
Use shorter phrases and keywords
Mobile users use short phrases and fewer keywords than desktop users. Go after short, concise phrases and keywords that your audience will be typing into their phones. For paid search ads, you can find mobile-specific keyword information by checking the Search Terms report in Google AdWords. This list will give you the searches people entered that triggered your ads.
Keep it local
Local searchers will be more likely to respond to ads from businesses that appear to be close to them. Clearly, state your city in your title and content to confirm that you are a local business. Break out your paid search campaigns according to the location to ensure that the location a potential customer is searching for shows up in your content. When searchers know you’re just down the street, your ad will be much more relevant to their query.
Use mobile ad extensions
Ad extensions can boost your ads by providing additional information to searchers. Experiment with different extensions and see which ones are the most effective. For mobile search, consider the following extensions:
- Location extensions: Location extensions shows your address and lets searchers know just how local you are.
- Call Extensions: If people often contact your business before they come in, you can eliminate a step for them by making the click on your ad lead to a call or text.
- Sitelinks: Sitelink extensions let you focus on some of your site specifics that make your business stand out, like driving directions, special promotions, or a “contact us” page.
Test Local Search Ads on Google Maps
Local Search Ads or Promoted Pins increase the accessibility and visibility of your business for local searches by putting your ad right on Google’s Map. You can use this ad to feature promotions, incentives, and allow potential customers to search your real-time inventory before they head to your store.
Implement the right mix
Successful mobile advertising needs to be the right combination of keywords to fit Google’s algorithm paired with a great user experience to engage customers. When you create the right mix of keywords and relevant content, your message will reach your ready-to-buy audience. If you’re interested in learning more about mobile advertising contact us today.
When consumers begin their car search, they are turning to their smartphones to research this huge purchase. The car shopping journey is increasingly influenced by mobile, instead of dealership visits. According to a Google study, the average car shopper in 2006 made five visits to dealerships in order to research potential vehicles. Ten years later, that number has dropped to two. With buyers making limited visits to dealerships, it’s critical that you have an ad strategy in place to reach active buyers.
Google recently investigated search patterns and foot traffic data and discovered that the most popular to reveal popular times of year for consumers to visit actively shop at a dealership are during summer and the holiday season. Take advantage of these key moments and ensure people head to your dealership and not the lot next door.
During these busy periods, auto shoppers prefer checking out cars during daytime hours. When they’re on the lot, consumers are still using their smartphones to search for information. According to Google, the top action people perform with their phones while on the lot is confirming that they are getting a good price on a vehicle.
An ongoing ad strategy will help you drive foot traffic year round, but during these peak shopping times, consider adjusting your mobile budgets so your ads appear when people are searching for auto information near your dealership. By executing the following strategies and making sure you have a mobile-friendly site, you will reach shoppers when they are ready to buy.
Dynamic PPC Ads: Car shoppers typically begin their search in the Google search bar, looking for a specific make or model. We help you reach active buyers by delivering your real-time online inventory via our Dynamic PPC Ads. Our servers crawl your site and extract the cars you have on your lot. We create ads for your current inventory and when a consumer searches for a car you have in stock, your ad appears. When they click on your ad, they go directly to the vehicle details page (VDP) for that car. Dynamic ads give you the ability to advertise your entire inventory: new and used. Connecting active buyers with their ideal car means more sales for your dealership.
Enable Extensions: Providing detailed information through ad extensions can increase CTR and make it easier for consumers to call, text, or locate your business. Give your ads relevancy and value by enabling the following extensions:
- Sitelink extensions: if you want to direct users to specific pages on your site.
- Call/text extensions: if you encourage phone calls or texts.
- Location extensions: if you want to direct buyers to your lot.
Compelling Call-to-Action (CTA): Put all of your important information and mobile-specific CTAs in the title or first line of your mobile ads. Fill that space with incentives and promotions that will drive traffic to your dealership.