You know the saying, “Numbers don’t lie?” Well, read a bit of truth about the numbers mobile ads are putting up. You’ll find that the numbers on mobile advertising and response rates have burst through whatever glass ceiling used to be in place.
For internet marketers it’s common knowledge that ads on smartphones are not only becoming more prolific but they are also performing above the old industry standard for internet ads. Google recently released a study showing just how far above the old standard mobile ads are performing. If you’re a business owner who relies on attracting customers from your local area then this should interest you.
Google found 3 main types of usage patterns in their study:
Local Information Seekers is the 1st usage pattern we’ll discuss. In Google’s study it became clear that there were different types of local information searchers. What’s really interesting is that Google said most people “take action within a day.” Microsoft actually said they take action within an hour.
What does this tell us?
1. People searching on smartphones “Look Local”
2. People searching on smartphones “DO”
The 2nd type of usage pattern is “Action-Oriented Searchers.” According to Google, 9 out of 10 mobile searchers have “taken action as a result of a mobile search, with over half leading to a purchase.”
Mobile search users look for a wide range of information. Most people look for news, which offers a great way for businesses to target potential customers with ads related to the content of the article. The other items on the list speak to the ways in which mobile users “DO” – making a restaurant reservation, shopping, purchase or fix their car, etc… It’s become the replacement for a traditional computer.
The 3rd and final type of usage pattern is “Purchase-driven Shoppers.” There is huge potential for retail outlets and ecommerce websites that take advantage of mobile advertising. This is an example of needing to move forward to not get left behind. If businesses don’t establish a mobile presence, their competitors will.
Take a look at how people use their phones while shopping:
In the study, Google uncovered just how involved smartphones have become in the overall shopping process. Among smartphone shoppers;
If people aren’t making purchases directly with their phone (through a mobile site or an app) then they’re using their phone throughout the shopping process.
Lastly, Google found that smartphone users are highly responsive to ads. Over 70% went and searched on their phone after seeing an ad.
The real prize is that half of users that saw a mobile ad took some type of action:
Take a look at this video; it’s a great way to understand the data.
What does this mean for businesses looking to grab the attention of today’s shoppers? Paying close attention to mobile advertising is crucial, as is creating a mobile site and taking steps to be found when and where people are looking for you. Remember that shoppers are using their smartphones everywhere: at home, in stores, and everywhere in between, so implement a strategy that takes that into account.