Kyndal Carolus

What Local Search Means for Advertisers

mobile search

Photo courtesy of CNN.com

Recently, BIA/Kelsey released its U.S. mobile local advertising forecast, which revealed that search is the largest mobile local revenue component and will be through the forecast period of 2016. It is also estimated that U.S. mobile local advertising will grow 54% from 2011 to 2016.

These results speak to the rapid changes we have recently seen within the local search space, most notably in mobile. Google reported that “50% of mobile searches have local intent,” up 10% from 12 months ago. Not only do we see local results on the SERP take up more than one-fourth of the page (depending on the searches), but a large amount of advertising is currently focused on targeting ads to users based on their location.

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Kyndal Carolus

Considering the International User with Mobile Searches

Mobile Search

Image Source: Marketing Land

As mobile usage drastically increases, advertisers are staking their claim. According to Smart Insights, mobile Internet is set to exceed desktop Internet usage by 2015. Google stated that mobile searches quadrupled in the U.S last year as well. With this kind of growth rate, advertisers everywhere are constantly seeking out the latest trends and best ways to reach users on their mobile devices.

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Kyndal Carolus

Google+ Pages: The New Face of Local Search

Google+ Local

Image Credit: Rosetta.com

With all the changes and updates Google has recently made to its Places pages and local search (such as the integration with Google+), optimizing and updating company data within Google’s local platforms remains crucial for your ranking results. 

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Kyndal Carolus

Social Update: Sponsored Stories on Facebook

Beginning in January, Facebook rolled out a new form of ad called “Sponsored Stories” which places company posts in users’ news feeds. These ads are labeled “sponsored” or “featured” within users’ news feeds to clearly identify them as advertisements.  Previously, Facebook had these sponsored ads on the ticker portion of its pages (in the upper left-hand corner), but these new ads now appear in the main news feed. Furthermore, Sponsored Stories will only appear on a user’s news feed if they or someone they are connected to has already interacted with the company page in some way, including liking the page or checking in to a place page.

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Kyndal Carolus

Facebook’s IPO: Where Does Mobile Fit?

On February 1, 2012 Facebook filed for its initial public offering. In the aftermath, people have questioned what the IPO will mean for Facebook users and advertisers, with the most significant issue concerning how Facebook will capitalize on its mobile market. Facebook recently reported that 425 million (more than half) of its monthly users are accessing the site from mobile devices. However, they have not yet begun monetizing their mobile market.  Industry experts have expressed concern over this lack of utilization of mobile possibilities, as it is a significant risk factor for the Facebook IPO.  As mobile usage continues to grow, it will become essential for Facebook to develop a way to monetize its mobile platform.

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