According to a recent study by Google, more searches are now taking place on mobile devices than desktops/laptops. Search patterns are also changing and people are now searching for products and services near their location. So a user who is looking for a plumber is most likely to search for “plumbers near me” or she could also use the specific location and search for “plumbers in xyz location”. In either case, Google will show you most relevant ads and local results based on your location as they are trying to connect you to the nearest plumber. Results for local service providers will always reside below the sponsored ads so it is important an advertiser pays full attention to both SEO and SEM.
As an advertiser, it is important for you to optimize your site for local results but also run PPC ads that are optimized for mobile devices. There are two types of Mobile ads that an advertiser can opt for or use both. One is your regular mobile ad and other is call-only ad. Let’s look at best practices for both types of ads.
Regular Mobile ads: These ads have your customary headline and description text. You are also allowed to add a special destination URL. If you website is mobile friendly, you can drive the users to any relevant page but if your website is not mobile friendly, then you are better off creating a separate landing page that is responsive to mobile devices. In these ads it is crucial you have your location and call extensions active. This is one way for a user to know where you are located. Call extension is most important if your website is not mobile friendly. But even if it is, call extension will increase your chances of users interacting with your ad.
Call-Only ads: These ads don’t allow you to direct users on any page of your website. These are simply call only ads where a user can only call you. These ads are beneficial for businesses that place maximum value on phone calls for sales. For e.g. a local food joint that only has take-out or delivery business will benefit from these calls the most.
So next time you design your website, make sure it is mobile friendly and seo optimized for local results. Your users are searching for you on their mobile devices and if you are not featured there, you are losing out on a significant business opportunity.
Vikas has over 10 years of experience in creating online marketing strategies for many top notch international and local clients. He has vast experience of working with start-ups and local businesses that require direct leads, branding and a solid foothold in the online marketplace. Reach him out for a cup of coffee and we promise you will have a fun and productive time.