People that search with local intent have a clear purpose. They are not searching just to explore the web. They have a goal in mind and are likely to make an in-store visit or online purchase. A new Google study shows that 50% of consumers who searched locally for businesses on their smartphone will visit those stores within a day. Optimizing online ads for local searchers plays an essential role in capturing the attention of potential customers searching on their phones and persuading them to visit your store and make a purchase.
What Users Want
An ad should not complicate things for the user. Users that are searching for a local business usually want general store information at their fingertips, especially if they are using a smartphone. Searching from a smartphone usually means that the user is on the move. Studies show that 54% of smartphone users are searching for business hours, 53% for directions to the store, and 50% for the store address. Making this information easily accessible is essential for getting customers into the store. Adding a click to call button or a location button that will open Google Maps and instantly provide directions will help potential customers quickly and easily find or contact your store. This is easy to do with Google AdWords ad extensions.
The Perks
Studies show that 32% of users visited stores or made a purchase after seeing an ad online. Businesses can profit from making their ads more location based. Customers like a personalized ad that has been created specifically for their area. Making a few simple changes to your online ads can lead to more in-store visits and purchases and potentially generate repeat customers.
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Author: +Chris Slocumb
