Consumers prefer location-based ads and expect ads to be relevant to their city
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Google: May 2014. https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
Every day, people search for things nearby by conducting local searches.
These are searches aimed at finding things near where they happen to be. This may include finding directions to a local store/business, checking store hours, or searching for local stores that have a product in stock.
Consumers search with their location and proximity in mind
● 4 in 5 consumers use search engines to find local information.
● They search on smartphone and computer/tablet for: store address, business hours, product availability and directions.
● 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.
● Local searches lead to more purchases than non-local searches. 18% of local searches on smartphone lead to a purchase within a day vs. 7% of non-local searches.
Consumers prefer and act on location-based ads
● 4 in 5 consumers want ads customised to their city, post code or immediate surroundings.
● More than 60% of consumers have used location information in ads. They say it’s important to have store address and phone number in ads on computer/tablet, and directions and the call button in ads on smartphone.
What we learned
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Consumers are searching for local information everywhere, on every device, at every point in the purchase process.
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18% of local smartphone searches led to a purchase within a day compared to 7% of non-local searches.
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You should make sure your product availability, address and directions appear in your ads across smartphone and computer/tablet.
Searches with local intent are more likely to lead to store visits and sales within a day.
New Google research says that 50 percent of mobile users are most likely to visit after conducting a local search, while 34 percent of consumers on tablets or computers will go to a store.
And Google says these people are ready to buy once they are in a store, as 18 percent of local searches lead to sales, compared to 7 percent for non-local searches.
To improve the ad experience, those surveyed said they wanted ads customized to their location. Seventy percent of computer and tablet users and 61 percent of smartphone users said they want ads customized to their immediate surroundings.
Local ads can also capture customers unexpectedly. Nineteen percent of the people studied made unplanned visits to a store and made a purchase as a result of a location-based advertisement.
Local searchers are ready to act. Many visit a nearby location within a day and complete purchases at a higher rate than consumers who conduct non-local searches.
Consumers prefer location-based ads and expect ads to be relevant to their city, post code or immediate surroundings.
