Drive more in-store traffic - Bing Ads Your sales depend on customers walking in your door. But does everyone know where your business is and how to get there? If you want to attract more in-store shoppers, make it easy for them to find you on their mobile device. By FY15, smartphone penetration is expected to reach 85%* in Australia so mobile usage is rising fast — reaching these on-the-go consumers boosts your chance of drawing them to your local business.

Use our tactics so your store can quickly be located with available directions, plus learn how to target the most relevant searchers: those that need your products or services now. When more customers are in your store, you’re in the best position to increase sales.

Quick fixes to drive in-store traffic

Show customers you are local: Draw customers to your store by including your address and a directions link in your ads with Location Extensions. It’s easy to do and makes an impact. To learn how, read How to add your business address using Location Extensions.

Focus on nearby customers: Direct your advertising only to people located near your business. You can target a specific radius around your business, a city, postal code, metro region or state.

  • How to add targeting
    1. On the Campaigns page, click on the Campaign or Ad Group your want to add target to.
    2. Click Settings.
    3. Go to Locations and click Edit.
    4. Search or browse for the cities, metro areas, states, or countries you want to target.
    5. Click Target next to the appropriate locations to add them as a location targeting.
    6. Click Save.

If you have more than one location, create one campaign per location so you can target each campaign specifically. This will also help you customise your ad copy to include deals suitable for that location.

Add keywords with your location: If you’re not already adding keywords that include your business type and neighborhood — for example, if you’re a coffee shop in Sydney and you’re only bidding on “coffee shop” — you may want to add:

  • “Coffee Shop in Sydney”
  • “Sydney Coffee Shop”
  • “Newtown Coffee Shop”
  • “Coffee Shop in Newtown”
  • “Coffee shop on 2nd”

Longer-term strategies to drive in-store traffic

Make it easy to find your store: Help customers find you with a map or store locator section on your website. If you have this on your site, include it as a Sitelink Extension in your ad so searchers can easily access it from the search result.

Give them a reason to walk in: Use incentives in your ad copy to spur visits to your store, such as “Free gift wrapping for in-store purchases.”

More resources to drive in-store traffic

Peruse further articles and resources, then sign in and put a plan in action to attract more local customers.

*Source: Canalys Smartphone IB Forecast - Dec'14 Update