Winning the Shopping Micro-Moments:
In an article published yesterday on the Inside AdWords blog, Google outlined the plans they are implementing to help retailers win shoppers during those crucial “micro-moments” they spend searching for information about products or services.
What are Micro Moments?
Those precious micro-moments when shoppers are out and about, and want to know something or want to go somewhere, can be an ideal time to provide answers that covert to sales. In the event that the shoppers are already motivated to buy, Google is making it easier for them to make purchases straight away on their mobile phones.
Micro-Moments can Increase Profits
According to Google, 28% of last year’s (US) in-store sales were the result of decisions made while using mobile devices prior to, or during, shopping trips. Modern-day shoppers don’t always wish to head to their local malls though. They are often equally happy to place an order from their mobile phones. Shopping can happen anywhere at any time; so retailers who know the best ways to leverage micro-moment shopping habits may have a distinct advantage over those who do not.
Ask and You Shall Receive
Google also states conversational search has an ever-growing importance, so they are improving the service and rolling out “new experiences” that allow consumers’ internet-enabled devices to “answer them right back”. The AdWords team has also developed enhanced ads that expand when swiped to reveal more information. This will include product ratings and availability at nearby stores.
Google believes the ads will ensure retailers are provided with better quality traffic. They are probably right in this assumption and appear to be determined to provide a continuously improving level of service to their customers. Got a micro-moment to spare? Get the whole story at the Inside AdWords blog.
Author: Deltina Hay
DeltinaU founder, Deltina Hay, is the author of The Bootstrapper’s Guide to the Mobile Web and The Social Media Survival Guide. Deltina developed the graduate, Social Media Certificate program for Drury University, and serves as the board chair of the Independent Book Publishers Association.