When performing a local search online, most people would guess that “Google-ing” is the preferred method of inquiry but according to a recent study by IDC Custom Solutions, the process is not quite that simple.
According to their study, IDC found that only 36% of individuals performing a local search start with a search engine. Instead of going to Google, individuals go directly to a specific site or app to find the information they are looking for. So if a business is investing in paid search ads, they may be missing a pretty big percentage of people. IDC discovered of the local searchers surveyed, “…nearly half (48%) said when they were looking for info on a familiar topic, they start their search at a topic-specific site. Likewise, significant numbers of users seek out specialized sites or apps for specific tasks, and one in five said they rarely used a general engine when searching about their favorite hobbies or interests”.
The landscape of local search has shifted, migrating away from commonly used search engines like Google and Bing in favor of content specific websites and apps providing a rich user experience that is also an expedient mode of acquiring the information the searchers are looking for.
Some searchers begin with reviews, which makes sense for those looking for a product. Some start with a location or map search, which makes sense for those looking for a location of a store or product and some starting with a reservation app/site which makes sense for those booking an event like dining or hotel stays.
What this indicates is that “paid search” advertising may not be the way to take your digital advertising campaign. Content specific websites and apps are pulling in more visitors who know what they want and don’t want to waste time scrolling through endless search results.
Manning Media offers many unique products which target these types of visitors and the sites they frequent. For example, if you want your ads to appear on a variety of sites with sports content, we can utilize ad network targeting. If you need to target new moms who like to stay in shape, we can take advantage of behavioral targeting. If you want to reach everyone attending a specific festival or expo we can use Mobile Conquesting to reach those attendees specifically.
No matter who you want to get your message in front of, you can do that with targeted digital advertising. Our digital products ensure your ads are seen alongside the content of your choosing so that your advertising dollars are not wasted. If you are searching for a way to improve your traffic and make the most of your advertising dollars, call Manning Media in Frederick, 301-620-7700 or in Hagerstown, 301-733-4500 or fill out our online request form by clicking HERE!
Local Searches? Surprise! They Don’t All Start With Google.
