Winning the Last Ten Feet

I’m a frequent user and fan of Google Maps to find new places when I’m out. But I am often surprised that I don’t see more optimized location targeted ads. The combination of local and mobile is a great opportunity for PPC advertisers. According to Google, 94% of US respondents claim they use their mobile phones to get local information. T-Mobile, an advertiser who prioritizes mobile advertising has seen impressive results by strategically targeting the intersection of local and mobile. What they have done to “Win the Last Ten Feet” is adapt their Adwords campaign around mobile user behavior. These mobile users are interested in finding the nearest T-mobile or phone retail location. With the many retail stores carrying phones, this is common issue. But more importantly this is an issue for customers near the bottom of the sales funnel. In the words of Google, “mo’ lo’ means mo’ dough for advertisers.” T-mobile took calculated steps to optimize the advertising experience of their potential customers.

  • Targeting mobile users based on mobile devices,
  • Geo-targeting the promotion location
  • Developing a keyword list based on mobile searching language
  • Implementing click-to-call and location ad extensions to enhance the ad

This combination of settings allows the ad to appear to the users who are most likely to directly respond to the ad. Whether the user is looking up directions or searching for the nearest place to buy a phone, T-Mobile is going to serve a custom ad sharing their nearest retail location.

Local Advertising Example

By selecting the right keywords, specifying the locations, the ad content, and the format of the ad; T-mobiles summer advertising campaign has achieved an astonishing 13% CTR and over 162,000 clicks on their ad targeting high ROI mobile users. This type of highly focused advertising is only available in online paid placement. T-Mobile leveraged paid placement by delivering seeking customers to its own doors. As the emerging world of local-mobile search becomes more integrated into daily life, opportunities will continue to prosper.

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