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.
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.
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.
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.
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.