4 Things Google Wants You To Know About Mobile Advertising | 2016

This post is part of the series, SmallBusiness.com Guide to Managing a Listing on Google Search and Maps: Tips and how-tos for managing Google business listing. See also | SmallBusiness.com Guide to Website Basics You can browse other posts in the series below.

  1. How to Start Using Google My Business

  2. Google My Business Seeks to Help Confused Small Businesses Who Want to Use its Services

  3. What a Scam Call From Someone Claiming to be From Google Sounds Like

  4. Google Goes Local & Leverages Google Maps to Promote Small Business Listings

  5. Visit Your Google My Business Account Regularly or Risk it Becoming Unverified

  6. Updated Android, iOS Google Maps Street View App Let’s You Shoot, Upload 360-degree Business Interior Photos (Review)

  7. Google Promotes Power of Photos for Small Business Online Holiday Marketing

  8. How to Update Your Google Business Listing Directly on the Search Results Page

  9. Alert: Fake Locksmiths Using Google Listings to Scam Customers, Harm Legitimate Small Businesses | 2016

  10. Provide Your Website Visitors What They Want The Most: Answers

  11. 4 Things Google Wants You To Know About Mobile Advertising | 2016

  12. Google Maps Tweaks Design, Adds Business Photo Carousel | 2016

  13. The Eight Top Customer Complaints About Local Merchants | 2016

  14. Google+ Data Exits Google My Business Dashboard, Replaced With Data from Search, Maps Listings | 2016

  15. Google Rolls Out Anti-Interstitial Penalty | 2017

  16. How to Get a ‘Temporarily Closed’ Message on Your Google Business Listing | February 2017

  17. Google’s App Can Tap Customers Straight to Your Business | 2017

Google (and its parent company, Alphabet) are in the news practically every day for all sorts of innovations like self-driving cars and artificial intelligence powered chat bots. But Google’s goose that lays its golden eggs is the quality of its search engine to find what we want when we want it. And more often, people are using their smartphones for searches. And those searches involve location-based information. That means, for many small businesses, advertising on Google that is specifically aimed to be a part of what they describe as “micro-moments” (when people pull out their phones to get a questioned answered) is a critical element of their advertising.

When Google speaks, even when they are promoting themselves, it’s worth paying attention if what they are saying is directed at small, local merchants. And here’s what they’re saying today.:

1 | Every year, there are trillions of searches on Google and more than half of those searches happen on mobile.

More searches happen on mobile than on desktop computers, which is no surprise when we think about our own behavior as consumers. Throughout the day, whenever we want to buy, learn or go, we turn to our phones first.

2 | Mobile is local.

Nearly one third of all mobile searches are related to location, and that number is growing. Whether they’re researching pizza delivery on Friday night or trying to find an orthodontist near their preteen’s middle school, consumers are using their mobile devices to direct their actions in the local world. Thirty-two percent of consumers say that location-based search ads have led them to visit a store or make a purchase1. For small businesses serving customers in their area, mobile ads can offer a vital opportunity to connect with customers.

3 | New local search ads help businesses bring customers right to their door.

Businesses using location extensions in AdWords can prominently display their business location when consumers search for things like “dentists” or “car repair shops near me” while on-the-go. Google is also testing new local ad formats that make it easier for users to find businesses as they navigate on Google Maps. Consumers may start seeing experiments like promoted pins that allow businesses to strengthen their brand presence in maps.

4. AdWords is moving aggressively into a mobile-first world.

Here are things to look for in the near future:

New expanded text ads in AdWords providing extra ad space to showcase more information about your products and services before the click. The key changes include more prominent headlines and a longer description line in your text ad.

Responsive ads for display that will adapt to diverse content, shapes and sizes of the more than two million publisher sites and apps on the Google Display Network. Merchants will be able to provide headlines, a description, an image, and a URL, and AdWords will create the ads that work on any device and site.

(via: Google)