ROB: Hi, everyone.
I'm Rob from the Google AdWords team.
And this is "AdWords in Under Five Minutes."
Every day, consumers turn to Google on their mobile devices
for four different micro moments that are a part of their path
to make a purchase.
This video will help you optimize your AdWords account
to capitalize on these micro moments.
Let's get started.
Billions of times per day, consumers
turn to Google for "I want to know," "I want to go,"
"I want to do," and "I want to buy" moments.
And at these times, consumers are increasingly picking up
their smartphones for answers.
In fact, more Google searches take place on mobile devices
than on computers in 10 countries,
including the US and Japan.
This presents a tremendous opportunity for your business
to reach potential customers throughout all
the new touchpoints on their path to purchase.
The first touchpoint is the "I want to know"
moment, which captures the researching phase
before a consumer makes a purchase.
As potential customers are exploring products and browsing
different providers, it's crucial for them
to see your ads and become familiar with your brand
and business early on in the path to purchase.
Studies have shown that you can increase unaided brand
awareness by 46% by simply showing up in mobile search ad
results.
To help you boost your presence on mobile,
you can add a mobile bid adjustment to your campaigns.
A mobile bid adjustment is a percentage increase
you apply to your cost-per-click bid
when users are searching on their mobile devices.
Since fewer ads appear on screen on mobile devices,
adding this adjustment can be crucial to getting visibility
in the "I want to know" moments.
Check out this video for step-by-step instructions
to setting a mobile bid adjustment.
The second touchpoint in the path to purchase
is the "I want to go" moment, which
happens when a potential customer searches
from their mobile device so they can
visit local stores that sell the product they're interested in.
To capitalize on this moment in the path to purchase,
you can set up a location extension
to display your store's physical address
for potential customers.
On mobile devices, the extension even
includes a link with directions to your business.
Check out this research to learn more about location extensions
and set them up in your AdWords account.
In addition to extending your ads with details
about your location, also consider
setting a location bid adjustment
for the areas near your store.
For example, you could target a three-mile radius
around your store's address and add a 15% bid adjustment
to bid more competitively for nearby users searching
on their mobile devices.
Check out this video for step-by-step instructions
for setting up a location target with a useful bid adjustment.
The third touchpoint in the path of purchase
is the "I want to do" moment, which
includes moments when users search for content about how
to do something.
For example, a user in the purchase process
for a skateboard may research how
to do skateboard tricks before they commit to the purchase.
You can insert your brand and business in these
"I want to do" micro moments like creating an AdWords video
campaign since many of these micro moments start
with a search on YouTube.
To create a video campaign, click the red +Campaign button
and select Video Campaign from the dropdown menu.
The last touchpoint in the path to purchase
is, of course, the "I want to buy" moment.
This final mobile micro moment is critical,
as 82% of smartphone users say they
consult their phones on purchases they're
about to make in a store.
This comparison shopping on mobile
often occurs on Google Shopping.
So consider advertising your products and competitive prices
with an AdWords shopping campaign.
This can help supplement your in-store purchases
and give you visibility to potential customers
at every stage of the path to purchase.
You'll create a Google Merchant Center account
to upload all of your product information
and then create a shopping campaign in AdWords
to actually serve the product listing ads to consumers.
Check out this great video to get started creating a Merchant
Center account.
And the second video will help you create your first shopping
campaign.
With these four mobile micro moments in mind,
you can make these informed changes
to your AdWords campaign to capitalize
on these crucial touchpoints in the path to purchase.
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And if you have any questions about this video,
you can post them in the comment section below.
If you have further questions, you
can find us on social media, discuss this in the AdWords
community, chat to an online specialist,
or pick up the phone and give us a call.
Thanks, everybody, for tuning in.
And have a great day.
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