June 2016

<p>I-want-to-go moments occur when people are looking for things in their vicinity—be it a gym, a mall, a plumber, or a cup of coffee. To win these moments, meet consumers by using location signals to highlight relevant locations, store inventory, and driving directions.</p> <p>Recognize the importance of local search</p> <p>In I-want-to-go moments, proximity matters since consumers are looking for a connection to the physical world. When you're developing your advertising strategy, consider the importance of location-based searches (i.e., "breakfast near me").</p> <p>30% of mobile searches are related to location—growing 50% faster than all mobile searches.</p> <p>Make your ads relevant with local messaging</p> <p>People want to find what they're looking for as soon as possible in their I-want-to-go moments. Direct people to your stores by offering directions and highlighting the in-stock items they need.</p> <p>76% of consumers who conduct a local search on their phones visit the store within a day.</p> <p>Provide useful local information on your site or app</p> <p>Convenience often matters in I-want-to-go moments more than brand loyalty. Make it easy for consumers to find useful information—such as hours, inventory, and pricing—while on their smartphones.</p> <p>Searches like "stores open now" or "food open now" have grown 2.1X on mobile.</p> <p>For more micro-moments insights, recommendations, and case studies, visit</p>