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.
By Natalie Kleopfer, Account Coordinator
Looking to enhance your local and mobile advertising efforts? Learn how Google’s new updates can help.
On October 19th, Google unveiled several new mobile ad features and formats that will have a significant impact on pay-per-click (PPC) advertisers. Here’s a rundown of some of the key changes:
The distance between a user and an advertiser’s business is now factored into mobile search ad rankings. Local already accounts for 40% of mobile searches and the addition of proximity as a scoring factor will only cause that percentage to rise. Search Engine Land suggests that marketers start using Location Extensions, a feature in AdWords that allows the addition of dynamic addresses to ads. While previous ads only allowed description lines and a URL, Location Extensions lets companies include their names, addresses and phone numbers, too. This, combined with the new proximity factor, will help businesses drive more mobile traffic at a lower cost.
Another new Google feature is custom search advertisements for apps. Google will now place relevant ads in searchable mobile apps. If a user has an app that lets them search for a local movie theater, he or she will now see relevant movie theater and film advertising within the app.
Circulars, a new Google advertising format, is not restricted to mobile. Here’s how the new format works: When a user clicks on a search or display ad, he is directed to another ad featuring pictures and relevant products or offers. If the ad is viewed on a desktop computer, the user can email it to his mobile device. He can then take it to the business location to redeem the offers. This format is currently being tested with retailers Best Buy and Macy’s.
For more information about Google’s new offerings, visit the Google Mobile Ads Blog.
Posted by: Nicole Johnson, Marketing Coordinator
Ever heard of “location-sensitive mobile advertising?” It sounds fancy, but it’s just a term that encompasses a combination of two tactics that are becoming bigger and better every day – local search marketing and mobile advertising. The major players in the game (Yelp, Google and Facebook) are paving the way for new growth in this arena.
Yelp offers a smartphone application called “Nearby” for its mobile users. The app allows easy mobile access to any coupon or offer posted on a local business’s Yelp profile page. Users can also use the app to find businesses located in close proximity to their immediate locations.
Similarly, Google released “Near Me Now,” a feature that is automatically available to any user who accesses Google using an iPhone or Android phone user a 2.0.1 version or newer browser. The feature gives users easy navigation to restaurants, banks and other businesses in their areas. The mobile search engine results page serves up 10 local businesses and features three Google Adwords paid listings. Keep in mind that the Near Me Now link only appears if users give Google permission to access their locations with GPS tracking.
Posted by: Nikki Burmaster, Marketing Coordinator
The importance of local online search strategies has increased exponentially within the last year. Implementing and continually optimizing local search techniques give businesses, especially those in very competitive industries or those with smaller marketing budgets, a leg up in the online marketing space.
Companies with local listings on the three major engines receive preferential treatment on results pages, showing in the top few listings when served. This is a major advantage considering the integration of paid ads, tweets, videos and more in many search engines’ results pages that are pushing actual organic results lower and lower on the first page.
In addition to higher search engine results, many listing services allow companies to add coupons and messages featuring current promotions or recent releases. Some local listings offer mobile integration, displaying search results with click-to-call features and local ad extensions that populate maps, directions, reviews and more.