Search Advertising for Small Businesses

Mobile Local Search

Look for location-based information

Search at home and on the go

Find local businesses

Visit retail outlets within a 5 mile radius after searching

Consumers who Conduct Mobile Local Searches:

Make purchases within the same day

Current data indicates that consumers use search engines to:• Find local businesses • Look for location-based information• Search at home and on the go • Visit retail outlets within a 5 mile radius • Make purchases within the same day

More than 4 of 5 Consumers Conduct Local Searches on Search Engines

88% of them use smartphones while84% of them use computers or tabletsto conduct local searches on search engines

Consumers who Report Using Apps to Conduct Local Searches

Smartphone and tablet owners primarily use Google Maps, Yahoo!, and Mapquest to conduct local searches. However, this ranking will probably change since new apps are being created everyday.

Consumers Think Location Information in Ads is Important

Smartphones users prefer Maps & Directions and Call Buttons in ads.Computer or tablet users prefer Local Addresses and Phone Numbers.This suggests that ads must include local information that is targeted at searchers on specific devices.

Local Searchers Want Ads that are Customized to their Location

72% of computer or tablet users and 67% of smartphone users want ads that are customized to their city/zip codeBy the same token, 70% of computer or tablet users and 61% of smartphone users want ads that are customized to their immediate surroundingsSo it’s clear that when it comes to search advertising, it’s all about LOCAL.

Consumers Search for Business Information

Smartphones users usually look for business hours first while computer or tablet users look for product availability at a local store. Both groups, however, look for business hours, and local store addresses. Again, it’s all about LOCAL.

Local Searches are a Normal Part of an Active Consumer Lifestyle

Smartphone users often search at home, in the car, or in retail stores.Computer or tablet users search overwhelmingly at home but they also search at work, or in hotels.

Consumers Conduct Searches with Local Intent On the Go and In-Store

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In addition, 56% of searches conducted on the go have a local intent and 51% of in-store searches have a local intentThis emphasizes the fact that local ads must be available and accessible to consumers WHENEVER they want, WHEREVER they are, and HOWEVER they choose to find them.

Local Searchers Take Immediate Action after Conducting a Local Search

50% of smartphone searchers and 34% of computer or tablet searchers visit a store within a dayInterestingly, 1 in 3 smartphone searches occurs right before the consumer enters a store and about15% of consumers conduct searches for product or price information even while they are inside a storeThis means that mobile ads not only stimulate consumer traffic, they also effect consumer decisions right up to the point of purchase.

Local Searchers are More Likely to Make a Purchase

18% of local searches versus only 7% of non-local searches led to a purchase within a dayUndoubtedly, local searches are more likely to lead to immediate sales revenue.

Local Searchers Choose Stores Close to their Location

66% of local searchers who use a computer or tablet visit a store within a 5 mile radius72% of local searchers who use a smartphone do so.The bottom line is that consumers prefer to connect with local businesses when they are ready to make a purchase.When do searchers make purchases?

Location-based Ads Motivate Local Searchers to Make Store Purchases

32% of consumers visited stores or made purchases immediately after a local search19% of consumers made unplanned visits or made purchases at a later time after a local searchThis data indicates that mobile ads can generate immediate and long-term sales revenue.

The 4 Ps of Mobile Advertising:

Portable enough to go wherever the consumer goes

Personal enough to cater to the needs and desires of your targeted customers

Perpetual enough to be accessible to consumers when they are searching and ready to buy - 24 hours a day, 365 days a year

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Penetrative enough to compete with messaging from competitors

In summary, Mobile Search Messaging must be:• PORTABLE enough to go wherever consumers go• PERSONAL enough to cater to consumer needs and desires • PERPETUAL enough to be accessible to consumers 24 hours a day, 365 days a year• PENETRATIVE enough to compete with messaging from competitors

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