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Case study – How to target your audience

In order for a business to thrive in an urban or semi urban setting, the number of customers has to be relatively stable or increasing. This therefore necessitates the need to carry out some advertising by the stores and companies in order to bring in more customers and keep the existing customers happy.

The various types of marketing strategies should be tailor made to improve the image of the business and to highlight some of the products that are available in the stores. However, in recent years these strategies have not yielded as much returns as anticipated by the owners of the businesses that use advertisements to increase the sales at the various stores.

This problem has made research into the area crucial in order to establish the best methods to use in order to maintain the customer base and to woe new ones to the business ventures.

The results of the various research endeavors and especially the one done by Google’s research partner ipsos has found that the local search behaviors are the best way to find out how the businesses can improve their profitability through targeted advertising campaigns.

After proper research had been conducted, the research company found out that most of the searches either on the laptop or smart phones of the 4500 respondents were about products that are available in the local stores and markets. It was found out that most consumers use search engines to search local information about various products. Four out of five consumers were found to use search engines to find local information.

This information featured a wide range of searches, which include the store address, product availability, the appropriate business hours, and the directions to the various stores where the consumers can be able to purchase the products.

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From the research, it was found that local searches were more likely to lead to a purchase than the non-local searches. Fifty percent of respondents who used the search engines on their Smartphone to do local searches visited the store within a day of the search and that 34% who did the local searches on their personal computers and tablets did the same. Another important result of the research was that local searches led to more purchases than the non-local searches.

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Eighteen percent of people who did the local searches on their smart phones purchased the product within a day. This is relatively higher than the 7% of purchases that were realized from non-local searches.

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During the ongoing research, it was also established that 4 out of 5 of the respondents wanted the advertisements that they see to be customized in order to suit their city, zip code, or immediate surroundings.

This will help the consumers to be able to access the stores and other business premises in a more convenient manner. This has been proved by the fact that 60% have used location information that has been added to advertisements.

The consumers further pointed out that they would prefer to have store address and phone number of the store in advertisements on computer and that the consumers would like to have the call button in advertisements on smart phones.

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Based on these findings, certain conclusions were arrived at that would make the advertisements more effective.

1) It was discovered that it was more effective for users to use radius bidding to reach the customers near the stores and to build an attribution model for the local searches.

2) The use of local extension was also found to be very effective and the use of location bid adjustments to fine tune the bidding for specific areas, cities, and zip codes.

3) Another important way that a business can increase the effectiveness of their advertisements is to always ensure that the product availability, address, and directions appear on the various advertisements of the tablet, computer, or Smartphone. It would also help if the store were listed in Google places.

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  1. I feel adding an address/location to your business is completely necessary. It takes no time to write that into your meta tag, and google picks up on it so quickly these days. In fact, this statistics are great social proof on what us consumers usually do. I completely agree with the 88% mobile statistic, Since I’m using my Iphone all the time.

    • Vincent, Thanks for comment and your valuable input. Many people do their initial research on mobile device. In my personal case I always do my research first on mobile before I visit any store. Same time it is very flexible to use mobile.

  2. Thanks Keyur, It has also been seen that mobile users are now more likely to use for making purchases. Companies should keep updated their all NAP(Name, adress & phone) and products service info consistently everywhere.

    • Ram, I am completely agreed with you. I have seen many business owners not focusing on NAP. Most of time they keep using different phone numbers for listing. Using consistent NAP detail will help google to index your business listing proper way.Hope this post will give you in detail information about consumer behavior.
      Thanks for stop by and keep visiting

  3. Very well written and detailed insight about local search targeting. I am sure this article is must read for every local business owner who want to start promoting their business online.

    Keyur, i will really appreciate if you can share the source of data included in this article. As it can help me to explore more opportunity for global market.

    Thank you

    • Hi Jignesh,

      Thanks you so much for your kind words and stop by. Most of small business owner’s avoid gathering research data and just ignoring power of mobile SEO. Almost 50% of consumers buy from their mobile device.

      I did collect data form thinkwithgoogle. There are many case studies compile by google and I am sure it will help you and for your business.

      Again thanks for your comment and keep visiting .

  4. One thing to note I believe would be that to successfully target your audience, you actually need to know who your audience is! There are so many websites and blogs that you can simply tell that the owner hasn’t sat down and defined who exactly is or will be reading their work, and what their product or service should actually be targeted to, and that just ends up creating a nightmare mesh of things that don’t quite fit together and fail to draw in any one real audience that they can maintain. That being said, this is such a great case study that you’ve presented and I love the information that you’ve collected in this post. Without a doubt, this has been bookmarked in my favourites and I have every intention to come back and look over all of this again in the future. Thanks heaps for the awesome information!