“It’s more important than ever for advertisers to have an ad strategy that accounts for consumers’ context and location,” according to the latest study by Google. The study emphasizes consumers’ preference for searches customized to their location, meaning some serious changes are needed in the advertising world. These are four easy steps to take to be successful with local searches among consumers:
Step 1: Tailor Ads to Location and Relevance to Consumer
Recently, Google commissioned research on local searches, conducted by Ipsos MediaCT and Purchased. Their findings declared that, “to improve the ad experience, those surveyed said they wanted ads customized to their location.” The study explores how many customers go to stores because of local ads, what customers search for most frequently on various devices, and how many people go to a store within a day of their search.
An article on InsideAdWords states that, “[people] prefer ads that are customized to where they happen to be and that helps them take the next steps in their shopping journey.” This highlights the importance of producing local ads rather than national ads, as well as the fact that ads need to convey relevant information to the consumer, resulting in greatly increased click-through rates.
Step 2: Create a Relevant Landing Page
Localized ads may produce a high rate of clicks, however, when rates don’t reflect a high number of clicks, the problem may be in the landing page of the ad. In order to ensure consumers’ attention is kept, landing pages need to be relevant. This means ads should not lead to generic home pages or unrelated material. Making sure a landing page is relevant can be accomplished by having localized landing pages that correspond to local ads, ensuring a localized experience for the consumer.
Each landing page needs to be analyzed in order to determine its efficiency. Testing and tweaking of a landing page can ensure a parallel between click-through rates and rates. If high click-through rates aren’t mirrored by high rates, advertisers should look at the landing page to see if that is where the problem lies, or if the ad itself needs to be changed.
Step 3: Make sure Owned and Earned Media is also Local
Localized paid ads are not the only way to increase clicks. Owned and earned media can have the same effect if they are locally relevant as well. In particular, brands with actual, physical locations can take advantage of this desire consumers have for a local experience through owned and earned media with relevant landing pages. While this is potentially beneficial for smaller businesses with few locations, it can be more fully capitalized upon by businesses that have a myriad of locations rather than a scant few.
Step 4: Use a Blended Cost Analysis
Using a blended cost analysis, marketers are able to mix the costs of conversion from paid media with the generally lower costs of conversion from owned and earned media. Taking advantage of this analysis allows marketers to increase the efficiency of local marketing campaigns. The unique viewpoint marketers gain through the use of this analysis guarantees they can make the most of localized media marketing campaigns.
Local search ads are undeniably important to acquire customers, however ads are just the start to creating a relevant and successful marketing campaign. Local search ads, localized landing pages, and localized marketing campaigns in general are necessary to give consumers a true localized experience, which, according to Google, is what they’re craving.