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How To Use Google Adwords On A Mobile
Around 61% of consumers now use mobile devices to access local goods and services according to a recent study by Localeze.
If your business relies on local trade imagine how you could use this information to grab your share of the action. These people could be searching for what you sell right now – there’s no need to tempt them with flyers or discounted offers – they actively want to buy from you!
We know this for a fact because whereas searches made via PCs are often conducted for specification and price comparison purposes, with mobile, your customer knows exactly what they want and they want it NOW.
The very first thing you will need to begin your mobile sales campaign is of course a mobile-friendly website (otherwise known as a ‘responsive’ website). Mobile screens are small, so your site will need to be clear and ultra-simple to navigate. If the layout is complicated or fiddly then people are likely to go elsewhere.
Google AdWords is one of the most cost-effective ways of advertising your services to your local client base because you are able to ‘fine tune’ your campaigns in order to zone in on your target audience precisely.
Let’s say for example you run a car repair workshop on the edge of town. You could choose to target potential customers within a five-mile radius of your location. You might also want to bid on those mobile users within a one-mile radius of where you are situated to capture drivers who have broken down or need an urgent repair within your vicinity.
Whatever business you are in, if you’ve ever had customers walk onto your premises and say: “hey, I never knew this place existed”, then one of your competitors is stealing your trade and it’s time you did something about it.
As well as being able to target customers by location, you can use ‘Ad Scheduling’ to determine when you want your ad(s) to appear. Clearly, unless you are open round the clock, you won’t want your mobile advertising to appear all hours of the day and night. That would amount to a total waste of money.
If you are a city restaurant which is fully booked every Friday and Saturday, you will want to turn off your ads during these peak times. Perhaps you will want to include a coupon or money-saving offer which can be used Monday-Thursday – or whenever is your least busy period.
There are four ad extensions which will help you manage your campaigns more effectively:
1. Google AdWords Hyperlocal Location Extension:
Includes your business address, phone number and location using Google Maps – tells customers precisely how far away they are from you.
2. Google AdWords Call Extension:
Provides a mobile ‘click-to-call’ service so your customers
can reach you in an instant, simply by clicking on your on-screen phone number.
3. Google AdWords Offer Extension:
Want to offer discounts and incentives like Happy Hour rates, 2-1 meal deals, and bargain off-season hotel rooms? Whatever special offers you want to promote it’s easy to schedule them with this handy Google AdWords tool.
4. Google AdWords Sitelinks Extension:
Advertisers are allowed up to four site links which will appear with your ad to direct customers to specific pages of your mobile site – links could include a menu, a booking facility, ‘buy one get one free’ – whatever you choose.
Quite simply, using Google AdWords + mobile in your business is the smarter way to target more local customers the fast and easy way – no hard sell necessary!