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These Google Changes Give Small Business a Local Boost

Posted on: June 7, 2016
Tags: Online marketing tactics, Online advertising
These Google Changes Give Small Businesses a Local Boost

Google is at it again making changes to its biggest products! Over the next few months expect to see changes and new features for AdWords, Analytics, Google Maps and local search.  These changes will help small business owners better target their digital marketing to local customers and smartphone users.

Mobile devices have erased the “dividing line between the digital world and the physical world,” said Jerry Dischler, Google’s vice president of product management, during the summit keynote address. Location-related mobile searches have grown 50% faster than desktop searches in the past year, he said. Google’s changes will further erase the boundaries between online and brick-and-mortar customer interactions, Dischler promised.

The updates are designed to help businesses connect mobile customers with just the right information at just the right time. Here’s how Google’s mobile-first innovations will help you:

  • Convert “near me” searches into sales. The huge increase in  “near me” searches are great news for local businesses: On average, 75% of local mobile searches result in a store visit within the same day and 28% of those visits result in a purchase.
  • Build stronger AdWords campaigns. The biggest updates since AdWords’ introduction will be available to users on a wide scale later this year. The AdWords changes will give you:
    • Keyword bidding based on the device your customers use the most to search for your products or services. This will save you money and make your mobile-first SEM ads more effective.
    • More ad text. Google ads will gain 50% more ad text to better highlight your products and services for mobile users. Google reports that advertisers involved in early product tests have experienced a 20% increase in their click-through rates thanks to this change.
  • Mark your place on Google Maps. To help companies reach mobile customers at the moment they are searching for nearby businesses, Google is testing a promoted pin option that would allow businesses to pay to appear in Google Maps. Businesses will also be able to add searchable local inventory information to their business pages, enabling them to increase foot traffic to stores.

Click here to read the full article by Kitty McConnell from Manta.

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