Secret Sauce LoMo Tips for More PPC Sales
Paid search marketers have understood that mobile is important for some time, but few are leveraging the power of mobile advertising tailored for local traffic.
Paid search marketers have understood that mobile is important for some time, but few are leveraging the power of mobile advertising tailored for local traffic.
Here’s a staggering statistic: 73 percent of U.S. consumers prefer to use their phone to search for local information.
Paid search marketers have understood that mobile is important for some time, but few are leveraging the power of mobile advertising tailored for local traffic.
If you aren’t using mobile-specific paid search ads, you’re doing it wrong. If the mobile game isn’t new to you, consider upping your game for local targeting.
Here are easy mechanisms to increase conversions on your AdWords mobile campaigns for local:
One of the easiest things which many PPC marketers aren’t utilizing is Google My Business (GMB, formerly Google Local). Paid search marketers can gain a ton of insight from GMB to inform PPC targeting strategy on AdWords, particularly for mobile campaigns.
Linking AdWords accounts with GMB automatically allows you to highlight business locations(s) within PPC ads on search (as a location extension):
The “Get Direction” button populates for linked campaigns in search as a location extension, information which comes directly from your GMB profile:
AdWords makes it really easy to link Google My Business Import your business location(s) from GMB into AdWords for location:
Why This Rocks:
Location extensions are an effective way to get people to your store, to increase offline conversions. If nothing less, location information is an ostensible differentiator on search.
Google is all about giving users as much relevant and useful information as possible. The more information you give Google, the more they can share with online shoppers and searchers. Local Google Shopping is useful way to provide useful location information in search.
Google gives you the option to highlight product availability in Google maps with Local Google Shopping, as seen below:
Local Google Shopping is a Google Shopping feature (not text PPC), so you’ll need to update your Google Shopping Campaign data (in the form of a local product feed) to reflect local information.
Why This Rocks:
Google Shopping is managed in AdWords, cozied right up there with your PPC campaigns. Utilizing data from Google Shopping to influence text ads and vice versa is convenient and often overlooked way to leverage your campaigns to push in-store and online conversions.
Google is continually moving to an omni-channel presence, and with (almost) all things Google – you should, too. An optimized local strategy aligns with storefronts, hours, inventory, and similar store metrics for mobile traffic.
Seamless alignment with your local mobile campaign and stores is pivotal. Be sure each store location has its own campaign with a specific budget and strategy based on performance and analytics.
Segment and refine each one-store campaign to inform your store performance metrics, and determine brick-and-mortar sale correlation with particular mobile campaigns. In other words – find out what mobile campaigns are driving sales in specific store locations.
To further enhance your local mobile ads, here are some useful mobile text ads optimizations you can leverage to increase online revenue.