Tips for Optimizing SEM Efforts, Part 2
2. Geotarget on smartphones for precise cross-channel messaging. If you have brick-and-mortar stores, target mobile search ads by region since mobile users routinely access their devices on the go. Fully 94 percent of smartphone users have searched for local information, while 32 percent of consumers who research products on their smartphone go on to purchase in physical stores. Craft localized ad copy with enhancements such as click-to-call and integrated location mapping to further enable shoppers.
1-800-Flowers.com calls out its gift finder as a site link in its mobile search ads. Shoppers who click the "Find a Gift" link can use a streamlined form to specify the delivery region, occasion and/or browse gift products.
Retargeting: precision is the key to efficacy
Paid search placements now extend far beyond text ads on search engine results pages. Retargeting is one of the most effective ways to reconnect with shoppers who have already visited your website. Furthermore, new programs that connect retargeting with keyword search data also enable you to reach potential new customers. Retargeting tops the list of advertising techniques in terms of boosting brand awareness, producing a lift in visits and related keyword searches of over 1,000 percent.
For greatest effectiveness, identify precise audiences to reach and deliver relevant content in a manner that's within those shoppers' privacy comfort zones. Specifically, here are two ways to accomplish that:
Related story: Tips for Optimizing SEM Efforts, Part 1