Google Adwords launched, as every year ,some new features. If you are already user of Google Adwors, you should know their news for running succesfull campaign.
For owners physical businesses are these tool usefull because of findability in specific location. Already was possible to to specify location by word, for example Prague, so people from Prague, but also people who put Prague only into searches found your business. With new tool you can target Prague “using physical location” only. So now your ad will be visible only for people based in Prague looking for you business.
If you know specific location you do not want to have visible ad for, now you can use Exclude by physical location and search intent , and be sure, that you ad is visible for Prague, not for (example of city you do not want to be visible) Brno.
Organize your AdWords accounts:
Recently was launched account labels, for organizing all keywords, ads, ad groups and campaigns into custom groups for better managing all acounts.
You can now easily managing which campaign was more succesfull according words which was used in them or labeling your favourite keywords to see them quickly if actually checking their rating.
AdWords currently offers three ad rotation settings: optimize for clicks, optimize for conversions, and rotate evenly. You can choose how many times, when and which campaigns are showen for indefinitely time. Now every ad will have 30 days period. This change should help user for better performance of their accounts. The rotate tool is using for testing new ads, but if running for indefinitely time, it can deliver unrelated ads to customers and wasting money of users.
As I have already mentioned importartance of mobile marketing with increasing number of users, with improving of mobile advertising, location based advertising has a big future.
According to Mashable.com: „Only 4% of the adult Internet-using population has utilized any kind of location-based service, and just 1% of all adults check-in to a location at least once a week. Regardless of the stats, marketers are still taking an interest in the new technology“
This type marketing increasing despite privaci issues, customers are still not very willing to give away personal info which make whole situation taught for marketers.
But not only customers, privacy is still big issue in law. For example you can not take any location info from kids under 13, because of Children’s Online Privacy Protection Act. Or every company has to protect very strongly all data they gathered physically and in electronic version.
Location based advertising is trying to be personalized and perfectly, straightly target their costumers and even if mostly they are not prepared to share information about place where they are, if marketers will give them valuable service and offers in exchange of the information, they will more likely to collaborate. For users it could mean delivering of content according their needs and works as a time saver. Another advantage could be immidiatelly delivering of special offers just then minutes from them! Imagine you are walking around and then you mobile tells you where in 10 metres is prepared you favourite coffee for best price or your favourite clothes shop just start with seasonal sales!
For example Starbucks is so far, that by their app customers can order coffee which will be in coffee shop while they arrived, because order was sent in advance by app into customer nearest store!
When more and more people purchasing by mobile, share photos and information, location based as will increasing.