This year’s Small Business Saturday is November 25, which is not to be confused with retailers’ Black Friday shopping or e-commerces’ Cyber Monday. American Express coined the term “Small Business Saturday” in an effort to support local businesses, an often overlooked sector of the economy. In fact, in 2011 the Senate unanimously passed a resolution in support of Small Business Saturday! (Americanexpress.com).
So, how can SMBs use their marketing dollars to plan for a successful Small Business Saturday? We suggest leveraging Google AdWords.
Here are six ways SMBs can use Google AdWords to draw more foot traffic:
- Mobile optimized website
Let’s face it, we all love our phones and we spend a lot of time on them. According to Tech Crunch, we are now spending 5 hours per day on our phones. If you are not reaching your customers on their phones, then they would walk right past your business.
To get more customers, you should have a mobile optimized website. Not only will that help in better Search Engine Ranking, but it will also provide a better user experience for your customers.
- Bid enhancers
Another simple way to reach more of your customers via mobile is to use the device bid adjustment feature of Google AdWords. You can also use location bid adjustment to serve your ads to the customers that are closest to you.
According to Google, over the last two years search volume for local places without the qualifier “near me” has outgrown comparable searches that do include “near me”.
The customers are expecting relevant results without qualifiers like zip codes, neighborhoods, and “near me” phrases. So, drop those qualifiers from your keywords to get more related keywords.
- Geo targeting
It goes without saying that using the right geotargeting is the key for a successful campaign. You don’t want to spread yourself too thin by advertising to customers who are too far to stop by at your local store.
- Location extension
Location extensions appear under your ad on Google Search Network.
These are a great way to drive foot traffic to your store since customers can easily start navigating their way to your store without the hassle of multiple searches or clicks. The best part is that the advertiser gets charged the same CPC as a regular click for clicks on call extensions.
- Call extensions
Just like location extensions are present in an ad, call extensions appear under your ad in Search results. Customers can dial your phone number by a simple tap on their screen to get the information they need.
Not sure how to get started? AdCellerant’s team of seasoned Search Specialists is here to help. They have years of digital marketing experience to match the performance of big firm marketing teams at a fraction of their cost. Talk to your account manager about it today.
-Muhammad Khan, PPC Specialist