A generational platform shift St. Peter’s Square · tony’s pizza delivery 11:02p who won giants game 3:35p average mpg suv 10:30a candy crush download 9:38p directions to nissan

Google Confidential and Proprietary

Think with Google:Understanding Consumers’ Local Search Behavior


A generational platform shift


A generational platform shiftSt. Peter’s Square

New Normal: Constant Connectivity


We have lots of moments

comic-con 20142:51p

auto lease deals

10:01a

best pizza delivery sf

10:26p

tony’s pizza delivery11:02p

who won giants game3:35p

average mpg suv10:30a

candy crush

download9:38p

directions to nissan

dealership12:41p

supermantrailer8:11a

amc theaterbuy tickets

5:37p

supermanshowings

11:08a

nearest coffee shop sf7:43a


Together, the moments form a consumer journey

comic-con 20142:51p

auto lease deals

10:01a

best pizza delivery sf

10:26p

tony’s pizza delivery11:02p

who won giants game

3:35p

average mpg suv10:30a

candy crush download

9:38p

directions to nissan

dealership12:41p

supermantrailer8:11a

amc theaterbuy tickets

5:37p

supermanshowings

11:08a

nearest coffee shop sf7:43a


Millions of people, billions of moments


WHAT WE WANTED TO LEARN

7:36pm

Movie theater show times

10:21pm

Mexican restaurant5:15pm

Hotels in San Francisco

Understand Consumers’ Local Search BehaviorGoogle partnered with Ipsos MediaCT and Purchased® on two custom studies to uncover consumers’ local search behavior across smartphone and computer/tablet.

This study explored consumers’ local search behavior in 9 verticals: Auto, CPG, Finance, Local Services, Media & Entertainment, Restaurant, Retail, Tech and Travel.


consumers conduct local searches on search engines. They search on:4 in5

Computer/Tablet

84%88%Smartphone

WHAT WE FOUNDCONSUMERS SEARCH WITH LOCAL INTENT ACROSS DEVICES

Base: Used device to search for information on most recent vertical purchase (n=115-233 for smartphone, n=333-437 for computer/tablet)Google/Ipsos Survey Q8. What type(s) of information did you search for on your device(s) using search engines? Select all that apply for each device.


Directions to local store

Local store address

53%

Businesshours

54% 50%

Businesshours

Local store address

42% 38%

Availability of product at local store

45%

CONSUMERS SEARCH FOR A VARIETY OF LOCAL INFORMATION

Base: Used device to search for information on most recent vertical purchase (n=115-233 for smartphone, n=333-437 for computer/tablet).Google/Ipsos Survey Q8. What type(s) of information did you search for on your device(s) using search engines? Select all that apply for each device.

SMARTPHONE

COMPUTER/TABLET


51%

Hotels in SF

in-store

WHEN ON THE GO OR IN-STORES, A MAJORITY OF SMARTPHONE SEARCHES HAVE LOCAL INTENT

56%of searches have local intent

on the go

of searches have local intent

Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were you when you conducted the search?; Q2. Was this a local search?


% of consumers who visit a store within a day of their local search:

Smartphone Computer/Tablet

WHAT WE FOUNDCONSUMERS ACT QUICKLY AFTER THEIR LOCAL SEARCH

searches on smartphone occur right before consumers visit a store

1 3in 15%50% 34%

Base: Used device for local searches on most recent vertical purchase (n=94-214 for smartphone, n=289-378 for computer/tablet). Google/Ipsos Survey Q15. How soon after conducting a local search on your device(s) for information on your most recent [sub-vertical] [purchase / -related activity] did you visit a related store or business? Please select one for each device.

Base: n=216 smartphone searches related to in-store purchase; n=1,399 in-store visits. Google/Purchased Diary Del. Elab Q2: It looks like you conducted a web search on your smartphone related to this purchase decision. When did you conduct the most recent search? Inst. Elab Q1: What did you do while you were at [store]? Select all that apply.

Consumer behavior before visiting store and while in-store:


Think Local Address is important

78%Think Phone Numberis important

77%

Think Get Directionsis important

73%Think Call Buttonis important

70%

CONSUMERS WHO HAVE USED LOCATION INFORMATION IN ADS SAY IT’S IMPORTANT

Base: Used ad features on device and quota assignment (n=77-124 for Get Directions, n=67-101 for Call Button, n=129-254 for Local Address, n=111-240 for Phone Number)Google/Ipsos Survey Q20. And, how important are these ad features to you when searching for [sub-vertical] information on your [device] to complete your [sub-vertical] [purchase / -related activity] at a local store or business? Select one for each.

SMARTPHONE

COMPUTER/TABLET


KEY TAKEAWAYS

Consumers search with their location and proximity in mind

Local searchers take action

Consumers prefer and act on location-based ads


“For years, everyone talked about the multiscreen world. Now it’s arrived,

and on a scale few imagined,”Larry Page, Founder & CEO, Google, Oct 2013


Consumers take a multi-device path to purchase (in order to truly measure the effectiveness of a digital campaign, tracking cross device behaviour is imperative)

Base: Use Device, Computer (n=2033); Tablet (n=772); Smartphone (n=2058) / Use Computer/Smartphone/Tablet with another device & shop on at least one of the devices, Computer (n=1649); Tablet (n=447) ; Smartphone (n=892) Q21. Changing gears, thinking about when you are shopping/researching something you might buy, how often in a typical week would you start, and then continue or finish (by making a purchase or visiting a store) in any of the following ways?

And end their path to purchase on…

14%Another Device

31%In-store

81%Start on a Computer

40%Another Device

37%In-store65%

Start on a Smartphone

29%Another Device

31%In-store

58%Start on a Tablet


Smartphones play an important role within the path to purchase process

Purchases

28%

58%Typically use their

Smartphone in some manner while

shopping

33%

Store Info/Inventory

62%

Location

37%

Promotion/Coupon

Sale

68%

Review Product Info


And within this context, they are facilitating purchases

58%Typically use their

Smartphone in some manner while shopping

52%Use their Smartphone

in a store while shopping

39%Made a purchase the last

time they used their Smartphone in a store

while shopping

Same store where originally used SP

Different store

On a device

23%

Smartphones are a great way to shop 23%

I feel comfortable using my smartphone to make a purchase

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Base: Smartphone Users (All Respondents) (n=2058) Q24. Generally speaking, how do you typically use your Smartphone when shopping? / Base: Smartphone Users (All Respondents) (n=2058) Q25. How often would you use your Smartphone while in a store to help with your shopping? / Base: Smartphone Users (All Respondents) (n=2058) & Base: Smartphone Users who use their Smartphone in a store while shopping (n=820, weighted base) Q26. Thinking about the last time you used your Smartphone in a store to help with your shopping, where, if at all, did you make your final purchase? / Base: Smartphone Users (All Respondents) (n=2058) Q22. What follows are a series of statements people have made about using devices available in the market today. Please indicate the extent to which you agree or disagree with each.


Mobile advertising plays a role propelling the Smartphone based purchase cycle

Base: Among Smartphone Users.(n=2058) Q27. Which of the following types of mobile advertising do you recall seeing on your Smartphone in the past month? / Base: Respondents that recall mobile advertising on a Smartphone (n=867) Q29. How often have you taken each of the following actions as a result of seeing a mobile ad of any type on your Smartphone?

Recall seeing a mobile ad within the past month

Looked for more info

24%

Made a purchase

22%

Called the advertiser/store

13%

Steps taken as a result of seeing mobile ad

Visited Website/ Store21%

AD

42%


KEY TAKEAWAYS

Vast majority of of media interactions are screen-based

Consumers turn to their devices in various contexts: Relevance is key

Prevalence of sequential usage

Consumers rely on search


Move verb \ˈmüv\

a) to take action : actionb) to stir emotions, feelings, or passions


Google My Business (www.google.com/business)NEW!


Google Trends(www.google.com/trends)


Google Consumer Surveys(www.google.com/insights/consumersurveys)



Making Digital easy is hard


Useful Links

Understanding Consumers' Local Search Behavior

● Infographic, Article, & Research Study

The New Multi-Screen World

● Infographic, & Research Study

● Multi-Screen Resources

Tools:

● Google My Business & FAQ

● Google Trends

● Google Consumer Surveys

1 @ReachLocal #RLModMKTG

For Getting Found Online

10 Tips 10 Tips


Jenni Williams Sr. Integrated Marketing Manager

@ReachLocal

@jennidw

#RLModMKTG


ReachLocal at a Glance


Claim & Optimize Google My Business 1a

@ReachLocal #RLModMKTG

Claim & Optimize Google My Business a

Accounts for 33% of visits to local business websites

Google Listings + Organic Search account for 58% of visits to local business websites

59% of consumers use Google every month to locate a local business (31% every week)1


Claim & Optimize Local Listings & Review Sites

50% of business owners have found wrong information on their business listings, which causes consumer frustration.2 …and 50+ others

1b


Use Tracking Phone Numbers for Offline

Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker, Department Store Innovator

555.666.7777

2 555.666.8888

7 @ReachLocal #RLModMKTG @ReachLocal #RLModMKTG

Advertise on ALL Major Search Engines

35% of searchers may not use Google.3

of searchers

3


Always Advertise on Your Business Name 4



YOUR BUSINESS

YOUR BUSINESS



YOUR BUSINESS

COMPETITOR

COMPETITOR

YOUR BUSINESS


Monitor & Optimize Search Campaigns

IDENTIFY local search terms

WRITE better paid search ads

LINK to highly relevant landing pages

REALLOCATE BUDGET daily based on which keywords get clicks and calls

CONSIDER enhanced campaigns Extensions for location, phone #, website, sitelinks, and offers

!!

!!

!!

!!

!!

5 5 53% of SMBs only optimize their search campaigns 1x per quarter.4


Use Modern SEO Practices 6 !! Website with modern design: clean,

easy-to-navigate site with responsive design for mobile

!! Optimize site for search: more than keywords, build a topic list and post frequent, relevant, content that is geo-specific

!! Social sites & local listings: owning your presence across the web boosts your search results


Check Your Social Media Pages Daily 7


Check Your Social Media Pages Daily 7

of consumers who contact a brand on social media expect a response within 1 hour.5 42%


Regularly Post Fresh, Authentic Content 8 !! Post content weekly: new offers, community

service projects, product demos, how-to videos, helpful reminders, etc.

!! Leverage relevant events: news stories, holidays, seasons, community events, etc.

!! Encourage fans to enter contests and to post questions, reviews, photos, etc.


Get More Customer Reviews

90% of consumers reported that a positive online review influenced their decision to purchase.6

Don’ts…

DON’T pay for or offer gifts for good reviews

DON’T encourage fake reviews about you or a competitor

Do’s…

DO send follow-up surveys

DO follow-up via email within 24 hours

!

9


Advertise on Mobile 10

yourapartmentwebsite.com!

yourapartmentwebsite.com!

85% of mobile users will look at the top two ads.7

•! Cater to a cross-media lifestyle

•! Shoppers research local products/services on mobile devices before making contact

•! Search + SEO + Mobile maximizes presence and contacts


Bonus!

People who are retargeted with display ads are more likely to convert.8

70%

Stay in Front of Searchers With Retargeting

display ads are Your Keyword

Your Keyword

Your Keyword


Follow Us: reachlocal.com/social

Presented by: Google & ReachLocal

Next Webinar: Wednesday, October 29 1:00pm CDT

http://www.reachlocal.com/lp/google-reachlocal-webinar2


Follow Us: reachlocal.com/social

Subscribe: http://blog.reachlocal.com Download: http://bit.ly/NewSEORules

ReachLocal Blog Ebooks

Learn more about ReachLocal’s Digital Marketing Solutions: www.reachlocal.com


Resources 1." BrightLocal http://blumenthals.com/blog/2011/04/14/brightlocal-survey-59-of-consumers-use-google-each-month-to-find-a-good-local-business/

2." Search Engine Land http://searchengineland.com/survey-half-of-small-businesses-never-update-their-listings-online-147459

3." comScore http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Releases_April_2013_US_ Search_Engine_Rankings

4." Wordstream http://www.wordstream.com/blog/ws/2013/10/09/free-adwords

5." The Social Habit http://socialhabit.com/uncategorized/customer-service-expectations/attachment/slide1/

6." Zendesk http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value

7." Econsultancy, “State of Search Marketing Report 2013”

8." B2B Marketing Mentor http://b2b-marketing-mentor.softwareadvice.com/5-lessons-learned-in-site-retargeting-1120412/

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A generational platform shift St. Peter’s Square · tony’s pizza delivery 11:02p who won giants game 3:35p average mpg suv 10:30a candy crush download 9:38p directions to nissan