Google Says Local Intent is Behind One-Third of Mobile Searches

Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment. Paul Feng, Google’s mobile-ads group product manager, echoed …   Read More

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Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment.

Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.

Building on the changing ad formats cialis in bali foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.

According to Mr. Feng: “We think of location as a hugely important signal.”

The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.

The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.

Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”

The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.

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88 comments

  1. Smartphone-urile – legatura dintre on-line si lumea reala | Digital Report

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    The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.

  3. Microsoft Says 53% Of Mobile Searches On Bing Have A Local Intent | Bradley A. Hensley

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    Google has been telling people that "one-third" of mobile queries have a local intent. But this is based on a BIA survey number (probably extrapolated from roughly 1K respondents) and should be taken with caution accordingly.

  6. B2C

    Should the Big G give the mobile search the edge over web? Hmmm…

  7. Los Angeles Advertising and Marketing: The Miller Group: Strategic Marketing and Advertising - Going Mobile? Handy Tips.

    […] don’t stop there. Google has revealed that one-third of mobile searches are locally based. Which means, at the very least, that you need […]

  8. Why Word of Mouth is now becoming so Important | Gold Coast Social Media

    […] According to Google about one third of all mobile Internet searches are for locally related information. (source) […]

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    […] when it comes to mobile devices, as Google recently announced that one-third of all Google searches via the mobile web have a local flavor to […]

  10. Scott_FetchLocal

    Frankly, I'm surprised that the 1/3 figure isn't higher! Local businesses need to catch the mobile consumer trend if they hope to compete with chains and big box retailers in the coming years. Mobile marketing and advertising are the perfect complements to a well oiled online marketing system and we're doing everything we can to get the word out!

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    […] what they’re asking for when they’re engaged in mobile search. Google knows this, claiming that one-third of all mobile searches have local intent. In other words, when a user is searching for an item online, they’ll want to know if a local […]

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  15. Denis

    As for me Google will be biggest search system in the World.

  16. Lalique

    Local search surely is evolving. I think it will give growth to local only search engines as well.

  17. andar

    If you could buy stock in "My Coupons", this would be your hot stock tip. That is all…

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    […] One-third of mobile searches are tied to local. Google […]

  19. Jane Winter

    I didn't find much success in driving mobile traffic to my website but had fair success by using my phone number.

    1. Gretchen

      Yes, phone numbers in mobile ads are definitely the way to go, as people's primary use of their phones– even iPhones and Blackberries–is making calls. The key to understanding the success of these campaigns though is tracking inbound calls directly back to the phone number and the ad in the same way that clicks are tracked.

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    I think that over the next 2-3 years mobile search will probably be at least one third or even half of all internet searches – local or not.

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    I have a number of locallized sites and I don't see the number of mobile visits to exceed more then 10% of overall traffic.

  22. Ferree Mobi Sites

    Clearly, if 1/3 or Google’s searches are locally motivated, then I sure hope to see a new drop down on Google Places that will let me add both my main website as well as my mobile site.

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    Other mobile ads use google map interface in iphone to make treasure hunting app as their map http://www.dreamwalkmobile.com/ dreamwalks app has a unique mobile advertising that make advertisers get more traffic on their business.

  24. Helen

    Well, I hope this Google advertising monopoly on Internet will end on Mobile. Some mobile companies, like Aditic, offer a good alternative.
    http://www.aditic.com/

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    This is one of the reasons I like Google. They always try to better themselves, and they always try to improve their services, even though they almost hold a monopoly on the internet.

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