Paid Search Campaigns Can Boost Your Mobile Marketing

You can increase your business by combining your paid search ads with a mobile marketing campaign. A recent study by ComScore found that 78 percent of people that conducted a local mobile search made an offline purchase within a couple of hours. That is fantastic news and a great reason to invest in Google marketing. By running location specific mobile ads, you can turn prospects into customers and increase the ROI on your Adwords marketing. This applies to both mobile and desktop ads as over eighty percent of users conduct local searches, regardless of the device they are using.

The study also found that 56 percent of searches done “on the go” were intended to pull up local information, even if they didn’t include geographic terms in their search query. This makes sense when you consider that people conducting a search while out of the house are probably looking for something in the area where they are currently located. For example, if you are visiting a friend and need to pick up a phone charger, you would want to know which store sells it nearby.

Common Mobile Searches

Before you can improve your mobile marketing, it is important to know what people are searching for.

• 54 percent of mobile users looked up business hours.

• 53 percent wanted directions.

• 50 percent looked at the store address.

When you structure your Google marketing campaign, you can adjust your ads based on whether they will be viewed from a mobile phone or a desktop. While mobile users will often look for location specific information, forty-five percent of desktop users wanted to know if a certain item was available in a store. Make sure that you adjust your Google marketing accordingly.

Paid Search and Mobile Marketing Can Influence Purchasing Behavior

The ComScore study found that eighteen percent of all searches done on a smartphone led to a purchase within a day. Comparatively, only seven percent of non-local searches led to a purchase. Including location specific information in your Google marketing is essential for increasing your ROI.

You can do specific things to improve the conversion rate of your advertisements, including:

• Place your address in ads viewed on a desktop.

• Use the click for directions and click to call features in mobile ads.

• Optimize your website with location specific information to improve the quality score of your paid search ads.

• Make it easy for local consumers to find your business by being listed in Google, Bing, and Yahoo’s local business directory.

By following these tips, you can grow your customer base and have a more effective mobile marketing strategy.