The mobile marketplace presents exciting new challenges and benefits to professionals, as the platforms allow marketers to promote their companies to people who are on the move. Although, sending content to prospects over mobile networks doesn't necessarily mean sales will automatically occur – for that, a marketing strategy needs to be in place.
Google recently announced a redesign to the local ad formats in its Maps for Mobile application. The company claims the new user experience has increased click-through-rates (CTRs) by 100 percent in initial tests. The local ads that generate these responses are part of the Location Extensions feature managed through Google AdWords.
Location Extensions show local data in the map block of Google results. The impressions, clicks and conversions are recorded through AdWords, which allows professionals the opportunity to tailor their strategies based on compiled information.
Currently, the ad reformat focuses on two types of calls to action: "get directions" and "click to call" components encourage users to further engage with local advertisements and establishments. In addition to these promotional tactics, there is now a hyperlocal marker that shows users how close they are to advertising businesses.
In order for businesses to leverage this new redesign, they need to target mobile in their AdWords campaigns, enable search partners in the same program and set up Location Extensions.