Mobile & Local SEM
More than 60% of Google searches happen on mobile devices, and a huge number of them are looking for local services or businesses. That means if your SEM strategy doesn’t include mobile and local targeting, you’re missing out on valuable traffic and potential customers.
In this module, you’ll learn:
- How to create a mobile-friendly SEM strategy
- How to use location targeting to reach users near you
- How to connect Google Ads with your Google Business Profile using local ad extensions
Mobile Ad Strategy
People using mobile devices behave differently than desktop users. They want quick answers, fast websites, and easy ways to take action—like calling, messaging, or visiting a nearby store.
Best Practices for Mobile Ads:
1.Use Short, Clear Ad Text
Mobile screens are small, so keep headlines and descriptions simple, direct, and benefit-focused.
2.Use Mobile-Preferred Call-to-Actions:
- “Call Now”
- “Get Directions”
- “Shop on Mobile”
- “Order on WhatsApp”
3.Create Mobile-Optimized Landing Pages
Your page should:
- Load fast (within 3 seconds)
- Be easy to navigate with one hand
- Have large buttons for actions (buy, call, etc.)
4.Use Call Extensions
Let mobile users call your business directly from the ad.
5.Schedule Ads for Peak Mobile Hours
For example, run food delivery ads during lunch or dinner hours.
Location Targeting
Location targeting lets you show your ads to people in specific places, such as:
- A country
- A state or city
- A radius around your store (e.g., within 5 km)
Benefits of Location Targeting:
- Saves your budget by showing ads only in relevant areas
- Drives in-store visits or local service calls
- Helps you promote local events or offers
How to Set It Up:
- In your campaign settings, go to the “Locations” section
- Choose:
- Entire countries or regions
- Specific cities or postcodes
- A radius around a point (e.g., 10 km around Mumbai)
- You can exclude locations too (e.g., areas where you don’t deliver)
Local Extensions & Google Business Profile Integration
To enhance your visibility in local searches, connect your ads to your Google Business Profile (GBP).
Local Extensions:
These show:
- Your business address
- Map directions
- Operating hours
- A click-to-call button
Example:
Your ad for “Bike Repair Near Me” can show:
Speedy Bike Repair
Kurla, Mumbai — Open till 9PM
Call Now
This improves trust and increases walk-ins.
How to Set Up Local Extensions:
- Ensure you have a Google Business Profile (formerly Google My Business)
- Go to Ads → Ads & Extensions → Extensions
- Choose “Location Extension”
- Link your Google Ads account with your Google Business Profile
- Google will pull info like address, reviews, and hours directly from GBP
Summary
- Mobile SEM helps you reach users on the go—your ad must be short, fast, and action-ready.
- Location targeting ensures your ads are shown to nearby customers who can visit or call.
- Use local extensions and connect your Google Business Profile to improve ad visibility and build trust.
Real Life Example:
Imagine you own a small bakery in your neighbourhood, and after launching your website, you realize most of your potential customers search on their phones while they’re nearby and ready to buy. However, your initial ads are generic and only appear on desktops, missing the busy mobile users looking for “fresh cakes near me” on the go.
As a result, despite your website showing in ads, foot traffic remains low because you’re not targeting people physically close to your bakery or optimizing ads for mobile behaviours.
How Mobile & Local SEM Solves This:
You adjust your campaign by:
- Creating mobile-friendly ads with clear calls like “Call Now” and “Get Directions.”
- Designing fast-loading, easy-to-use landing pages optimized for mobile.
- Setting location targeting to show ads only to users within a 5 km radius around your bakery.
