As a business, you’re always looking for new ways to optimize your advertising and the way customers find you. It’s important to be able to reach out to potential customers in as many ways as you can. This is why it’s a good idea to think about local search and location-based advertising; another way to ensure that you bring customers into your business through the power of the internet.
According to a Google study, 50% of people who made a local search on their smart phone, visited the store within the same day, followed by 34% of computer or tablet users. Once customers are in store, 18% of those local searches lead to sales, compared to just 7% of non-local searches.
Closeup of female hand using a smart phone. Shallow depth of field
The information that consumers were searching for most often were business hours, directions to local stores, and store addresses. But what’s most interesting is the way in which customers respond to location-based ads. It would seem that consumers want the basic information in these adverts to make it as easy for them as possible.
4 in 5 of the consumers surveyed want ads customized to their city, post code or immediate surroundings, and over 70% of smart phone users wanted information such as directions and contact numbers included in the advert.
The study conducted shows us that local adverts really do work and can bring in unexpected customers, as 19% of consumers made an unplanned visit and purchase at a store as a result of location-based advertising.
If businesses can take on board these facts and figures and develop their advertising as a result, they could expect to see an increase in customers that may not have otherwise visited the store.
Using the results of this study, Google gave some hints and tips on how to make local ads more relevant. They stated that businesses should optimize for the consumers location, help consumers find what they need, and engage consumers near stores.
Here at Liquid Bubble, we’re committed to helping your business reach as many consumers as possible. As web designers in London, we can enable you to expand your reach. If you would like more information about any of our services, please don’t hesitate to contact us by calling 0208 900 1191 to speak to a member of our team.