As a Google Partner, I get access to interesting information, statistics, seminars, and trend notifications. One of the most interesting I have received lately is that of “right now” searches are trending up.
For example, searches like pizza place open right now, flower shop open now, and other similar searches showing a desire to act immediately are trending strongly upward on Google.com. Another term “best” is also trending and surprisingly “near me” is trending down.
Here’s why these terms are “hot” for searches – consumers are using smartphones more and more for search. The desire for immediate information that is immediately actionable is driving these numbers. In fact, traffic for terms that contain “open now” have tripled in the last two years alone.
“Near me” is a term that is trending down as mobile phone users now expect to see data that is relevant to their own personal location and so no longer feel the need to specifically state “near me” in a search query. You may still want to use those terms in AdWords for now but not for much longer.
“Best” is another term that appears to be trending up at this time in addition to immediate-related terms.
How can you leverage this information?
Make sure you are using these terms in your query strings in AdWords and in your ad text. Know that immediate, now, and best are surfacing strongly showing that users want to be able to take immediate action.
Make sure you are using a chat function on your website to help feed this need to interact with you and your sales team on a moments notice.
Shoppers expect to act on their decisions immediately!
Google states that shoppers have been empowered by the immediate gratification and knowledge from fast online research done on smartphones – AND now shoppers are acting on that information.
That means that mobile is a key driver for the purchase cycle and that information found to assist in making a decision to buy, needs to be immediately actionable.
“This ability to get things done in the moment—paired with the fact that brands are getting better at delivering speedy, frictionless mobile experiences—is driving expectations higher than ever. “
Google says that with mobile research completed, on the spot decisions have tripled in the last two years.
Terms with “open now” are trending up, just as searches with “near me” are declining.
Amazon is leveraging this emerging consumer trend with one day delivery, same day delivery, and even local pickup options.
I’ll keep you posted on more trends as Google shares them with us Google Partners. But for now the key takeaway is that mobile is a huge disrupter and now is driving the need for more personalization, streamlined checkout, and an immediacy of contact on websites.
AdWords dashboard reporting will soon be changing my life, and I can’t wait. Managing 30+ client accounts is a big job, but the monthly reporting and communication, although important, is very time consuming.
In the Beta New AdWords, customized dashboard reporting is one of the biggest enhancements that will help clients to visually understand what I, as their account manager, think is important to know about in their AdWords account.
Not only does dashboard reporting make my life easier, but I do feel that this important enhancement will really help clients to gauge what is happening in their account easily, at a glance.
The interface is powerful. I can set up grid tables, pie charts, bar charts, and an account scorecard, that updates every month. Plus, I can download the report and send it on a schedule as a PDF to the client.
This is such a huge improvement for AdWords account managers and for clients that I cannot wait to see it appears in all of my client accounts.
“Near Me” searches have decreased by 150% over the last 2 years.
Use of a zip code in a search query has declined 30%.
Google data shows that consumers are wanting more useful information, more personalization, and more immediacy.
The reason for the decrease in activity on “near me” and zip code specific searches is that consumers expect the results to be location and self-specific. This change has been driven by the mobile micromoment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.
One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on.
In fact in the research Google states that “best” related keyword search activity has grown by 80% in the past two years.
In addition, consumers are demanding personalized localization – meaning the delivery of results that are uniquely personal and based on their own location. Mobile apps leverage results by GPS location and websites can enhance results by providing location cues and data sortable by location.
In addition to more localization, Google has identified that 50% of all mobile users will typically make an immediate purchase after a successful mobile search.
Google is identifying other important trends and sharing them with Google Partners as we work to leverage this information to help our clients better market their products and services on Google AdWords.
We have also found that to just drop your “clickee” on the home page of your website is not effective in creating a good conversion rate and does not get your program a good quality score rating. We have learned to create a landing page for each ad group theme. We include sales content that is short and focused, with a keen call to action. We even include a small online contact form as well as phone numbers. All of these things help to increase your conversion rate — turning prospects into buyers!
The bottom line is if you are paying $300 for each newspaper ad, $500 each month for 20 qualified leads, or simply doing no advertising at all, just hoping that a prospect will stumble across your website, you may want to consider advertising your products and services on Google AdWords.
With AdWords, after set up, your ads show up in several hours to a day or so, you may make unlimited changes, and you may pause an ad or ad group at any time. You can even set up and monitor your own account without professional assistance.
However, if you don’t want to go it alone, see us for pricing on professional set up and management of your campaign. We will research your competition, set up your account, craft your ad text, create your landing pages, monitor your account every day, and report to you about your campaign activity with our recommendations for action.
We can put AdWords to work for you bringing you qualified prospects and sales.
If you would like to know where your AdWords ad will show in the Google content network if you select to show your ads there, view this list from Google of the display network and partner sites.
We think one of the smartest things that Google AdWords does is use a tool called the “Ad Discounter”.
Everyone wants their ads at the top of the page! To get there, you need to set your maximum cost per click at a reasonable, yet high figure, and your daily budget high enough to place your ad in the top 3 slots.
This is where the Ad Discounter kicks in. You only pay $.01 more than the highest current cost per click. So even if you said you would pay $5 as your maximum cost per click, and the going rate is $2.65, you will pay only $2.66 for your click.
The minimum cost per click is $.05, but be prepared to pay more depending on how popular your keywords are. Be cautious on setting your maximum cost per click too high as Google is able to charge you as much as your maximum figure for each click!
In addition to your cost per click setting Google will also evaluate your ad text, keywords, and landing page to assign a quality score. This score plus your maximum cost per click will determine your ad rank on the search query return page on Google.com.