Whenever people talk about mobile search, one of the first things that always comes to mind is location, location, location. Since mobile phones are… well, mobile, these devices open up opportunities to target consumers who may otherwise have been hard to reach.
Proximity
According to a Consumer Barometer Survey, 82 percent of smartphone users utilize search engines to look for a local business. This is evidenced by the growing number of searches containing “near me,” as shown in the graph below. According to Google’s internal data, 88 percent of “near me” searches happen on a mobile phone.
Because of this, there’s an opportunity to leverage mobile phones to bring people in-store. Consider setting up campaigns with a hyper-targeted radius around brick-and-mortar locations and bidding up the mobile modifiers.
You can also use a lot of different lists to be more specific about exactly who you might want to bid on (e.g., email subscribers, previous purchasers) or just to bid higher on those people, even if still bidding on a broader group. (For more tips on bringing customers in store, check out this article.)
Moreover, mobile phones offer a unique opportunity to engage consumers in-store. According to a different study, “Consumers in the Micro-Moment,” by Google and Ipsos, once in store, 82 percent of smartphone users consult their phones while deciding what to buy. Keep that in mind as you build mobile content — ensure that the content is helpful and that in-store offers are present, in addition to online offers.
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