Google Ads allows an easy and simple way to show your ads to users who search on Google. In today’s article we are going to give you recommendations focused on local businesses, that is, those that have a physical presence on the street and one of their objectives is to attract users to their premises.
What types of businesses can advertise locally on Google Ads?
The answer is simple: anyone as long as it has a physical location where it can serve the public. Think of examples as different as a store, a physiotherapist, a language school or a real estate agency. If they have a place open to the public, they will be able to carry out local campaigns.
What advantage do local businesses have in Google Ads?
I personally love local campaigns as they allow advertisers of smaller size or budget than other big ones to compete with anyone. Think of a small shoe store trying to compete with large marketplaces or large online shoe stores. It is very possible that this one has a smaller variety of products, a smaller budget to advertise or even cannot compete with the low prices of the big ones. However, this is where local relevance comes into play. If that shoe store shows the user that they are looking for a nearby physical location where they can move around, try on models or even book an appointment, it is where they gain a certain advantage.
How can I create a local campaign in Google Ads?
If you want to create a locally relevant campaign, we explain it to you in this article entitled: . In a simple and fast way we teach you how to create campaigns in which the objective is to attract users to your premises or physical store. Remember that you can additionally create other types of campaign that help your results.
Tips for Google Ads advertisers with local businesses
Here are some practical tips that will surely help you improve the results of your account. Remember that they are a starting guide and that in the end Google Ads is about testing, testing and testing.
Create location extensions
One of the fundamental steps to be able to be successful in your local campaigns is to include the location extension in your ads. Remember that an extension is a snippet added to your ads that has the potential to include relevant information. In the case of , they allow you to add the address of your business so that clicking on it shows the user the location on the map or instructions on how to get there.
Add your business address in a visible part of the landing page or landing page
It is a mistake to assume that the user is going to bother to find out where your business is by going to the footer or clicking on the contact page. If you are close to the user, tell them as soon as they enter the page. I recommend that the physical address be included at the top of the landing page of your ads. You can also show nearby bus, train or metro lines in an abbreviated way.
Use distance or neighborhood targeting within your campaign settings
Google Ads within the campaign configuration part allows you to establish in which neighborhoods you want to advertise or how far away (in kilometers) you want your ads to be displayed. For example, in the case of a physiotherapist who is in a certain neighborhood of a large city, it is recommended that he advertise in that neighborhood and perhaps in nearby neighborhoods or with good communication. In fact, it is usually a common mistake in local businesses to establish the segmentation of the entire campaign to the entire city.
Set bids based on location, hours, or days of the week
Do you think there are times of the day when it is more interesting to attract users to your store? Are you more interested in users from certain locations than others? Remember that in the bid adjustments you can always set CPC increases based on the time of day, day of the week or the location of the user.
Advertise your business at the hours or days it is open
If you are an advertiser with a small budget and you are interested in attracting users physically to your store, you may want to show your ads only at times when you can serve the public. Remember that you can always advertise, even if your business is closed at that time, but in order to optimize the budget, it is preferable to spend it at times when the user can actually visit your business.
Optimize your Google My Business listing
Google My Business is Google’s business registration system where users can leave information about their businesses and customers can leave reviews. Remember that it is quite normal for the user, once he has met you through advertising, to want to know a little more about you. This means that you can be searched for on Google. Would you go to a business where a Google search turns up very few or poor quality photos, little information, or even negative reviews? For this very reason, I recommend you.
Use locally relevant conversions
A user who is very close to a business is more likely to physically approach or call the business instead of filling out a contact form. Remember that in Google Ads there are several types of conversions that will allow you to know if users have seen instructions on how to get to your store, have called you or even if they have physically visited your business. In this article we explain exactly what they consist of.
Improve the local SEO of your website
Talking about SEO is talking about user experience. Remember that you can always work on the positioning of your website in local Google results. Do not see SEO and Google Ads as something independent, all the SEO improvements you make to your website will greatly help improve the user experience within your page and therefore have an impact on your advertising campaigns. In this article we give you advice on c.
Add local relevance to your ad text
If attracting physical visits to your store or business is very important, remember that in addition to the location extension you can use the same ad text to add relevance to the local part. You can show the address or some relevant location that is nearby. In this way you will ensure that the user more easily understands the location of your business. In addition to this, you can also use calls to action in the ad such as “Visit us” or “Come see us”, which encourage the user to physically visit your store.
The importance of the current situation
For many users, the current pandemic situation can represent a big problem when it comes to physically visiting a place. It is interesting that you add relevant information about protocols that your business follows to ensure that all hygiene requirements are met.
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