Now more than ever, marketers must create relevant experiences and truly understand their customers if they want to see any ROI on their local online advertising efforts.
That’s what Jason Tabeling, our SVP Digital, says in his latest byline for Search Engine Watch. He analyzes insights and trends across various AdWords accounts to understand how search campaigns are performing on desktop vs mobile. He also looked at how consumer proximity to the physical store locations impacted clicks.
What he found in his research might make you rethink how you are managing your local search campaigns and pay-per-click (PPC) advertising strategies.
“As advertisers, given the tools that we have available, including customer match (now available with phone number and address as well) and various extensions, we have a lot more opportunities to increase relevancy for consumers.
This data just validates those relevancy expectations. Now it is on us as marketers to ensure we take advantage of these tools to give customers what they want, when they want it, and how they want it.”