Going Local: How Advertisers Can Extend Their Relevance With Search
People have come to expect a certain amount of contextual relevance with regard to search. In fact, new research shows that four in five U.S. smartphone users believe search ads should be customized to their city, zip code or immediate surroundings. Location-based ads can quickly satisfy consumers’ expectations by featuring a store’s address, directions to a nearby business and a phone number. By adopting a local strategy—one that takes people’s locations into consideration—businesses can provide consumers with the information they need to take action.
We’ve all been in situations in which we needed to find something nearby—on a business trip in a new city, while running errands around town or even when simply planning where to go for dinner. In the past, when we wanted to find, say, a great Mexican restaurant for dinner, we’d consult our favorite foodie magazines or critics’ reviews from a local newspaper.
Today we search. We’d simply search for “Mexican restaurant” and the results would be relevant to our location. This kind of searching is now commonplace. In fact, four in five consumers use search engines to find products, services or experiences nearby. They conduct local searches wherever they happen to be; 84% use search engines on their computer or tablet and even more (88%) do so on their smartphone.
When it comes to a local strategy, advertisers should consider the following:
Optimize for the consumer’s location. Advertisers can reach a large set of consumers by starting with a wide geographic area such as the entire U.S. and then using location bid adjustments to fine-tune bids for specific areas or zip codes.
Help consumers find what they need. Make it easier for the people searching to see the information they need most. Simply adding location extensions, a phone number or a click-to-call button right in the ad can help consumers take action faster.
Engage consumers near your stores. You should use radius bidding to reach consumers near stores and build an attribution model for local searches.
Today’s consumers are constantly connected; they’re using search engines to gain access to local information whether they’re at home, on the go or in-store. By optimizing budgets for location and providing information that is locally relevant, advertisers can deliver better experiences to people in the moments that matter.