One of the major themes from the Summit was the prevalence of smartphones and how they affect digital marketing. More than a trillion of searches are done using Google’s engine each year—and more than half of those searches are done using a mobile device. Many of Google’s planned changes to products including Google Analytics, Google AdWords, and Google Maps have been prompted by the rise of mobile phone technology. Some of the anticipated changes include:
- Enhancements to Google AdWords campaigns: Updates will give local business owners many more opportunities to convert searches happening in nearby locations into sales. Demographics will be used to extend the reach of customers for ads. Businesses will also have 50% more text available in Google ads to help small businesses better describe products and services. One stat reported from the Summit was that businesses who tested these longer ads experienced a 20% increase in ad click-through rates.
- Strengthened Google Business pages and Google Maps listings. Businesses will have the option to add a searchable local inventory of products to their business pages, which is very helpful when users are on their phone ready to buy and looking for local information. Google is also reportedly testing a feature where a business can pay to promote their pin in Google Maps.
These changes will definitely enhance the digital marketing efforts of small businesses in targeted local search areas. If you have questions about these changes or anything related to your small business digital marketing, please contact Company 119 today.
