Google AdWords Local campaigns allow you to connect online advertising to your storefront. Its help your business attract more customers and reach them at the moment they’re searching for products or services like yours
Online shopping is certainly growing in popularity, but still not counting in-store shopping, 85% of consumers use the Internet to find local businesses. Nothing beats the instant gratification of taking their new product IRL. Local campaign types will advertise for your storefront on Google Search, Google Maps, Google Business Profile, Google Display Network and YouTube. Essentially, it is a one-stop-shop for a full approach to local marketing. The purpose of this type of marketing is to drive foot traffic to store and business locations so that they can avail of local promotions or services.
Why Advertise Local?
As a small business, your target market is going to be a local person. Finding ways to advertise with local Google searches can bring new business to everyone! Whether a person is visiting the area, or lives nearby, there are innumerable ways that businesses can benefit from using search engines!
By including your address in your AdWords campaigns, people are more likely to trust your company.. Showcasing your store as a physical entity gives customers a sense of comfort buying from a business that feels real.
With local search ads, you only need to worry about your:
- Business location
- Quality and quantity of reviews
- Responsiveness to customer inquiries
- Business hours
Unlike other forms of advertising on Google, local search ads revolve around your weekly budget.
How do Google Ads Local campaigns work?
The way the local campaign works is actually quite simple. First, the advertiser sets up location extensions and some creative assets in Google ads. Google then automatically places advertisements based on the proximity of the person searching the advertiser's storefront. These ads can appear on search, websites, YouTube, Google Maps and applications.
Google automatically optimizes ad delivery across search, YouTube, Maps and websites and apps across its advertising network. Advertisers set a budget , and ads are generated automatically based on the advertising creative elements of the ad and ad extensions. With local campaigns, the goal is strictly to drive traffic from advertisements to stores, and they are not specifically designed for SMBs, as are smart campaigns.
Local campaigns report on store visits using anonymized and aggregated data from signed-in Google users who have opted to turn location history on
Step by step guide to Creating Google Ads Local campaigns
Enable location extension in your Google AdWords campaign. First, go to Google My Business homepage and click “Start Now.”
To set up a local campaign, you'll need to meet the store visit conversion eligibility requirements, and be reporting store visits. Only accounts that meet these requirements will see the option to use Local campaigns.
Select the New campaign
From the page menu on the left, click 'Campaigns'. Click the blue plus button and select the 'New campaign'.
Select your goal
The goal you select should align with the main thing you want to get from your campaign, for example, Sales or Website traffic. here click 'Local store visits and promotions', then select 'Local' as the campaign type.
Select your store locations
You can choose to either use Google My Business to select your store locations or, if you're a manufacturer, use affiliate locations to select stores in which your products are sold. If you choose Google My Business, you can select all locations in your account or a specific subset of locations.
Please view the Help Centre for details on the number of locations required.
Continue through the campaign creation process by selecting languages to target.
Enter a daily budget.
The default bidding strategy for Local campaigns is 'Maximise conversion value'.
This bid strategy will automatically maximize the number of store visits within your daily budget.
To view the total conversion value driven by your campaign you must first set a value for your existing store visits conversion action. The default value is set to $1 but you can change it under 'Conversions' in the 'Tools' menu.
Ensure that you're following the best practices when setting a store visits value.
Enter a start date and end date then click 'Save and continue'. Continue through ad group creation by providing your ad text, images, and video.
Ensure that you provide multiple ad assets so that the system can test and optimize for the best-performing combinations.
Add your headlines
Enter up to five headlines to catch the attention of potential customers. Make each of the headlines unique.
Enter your description
Enter up to five descriptions that summarise your offer. Description Line 1 gives the advertiser multiple options to display the ad. It also has ten (10) characters more than the Headline, which creates room for a more appealing message.
Add call to action
Think about creating messaging that fits a location-based mindset. Or, include offers like '15% off'
that could help entice customers to visit your location. A call to action informs customers of how to interact with your business. You can include up to five.
Upload images & logo
Next, click the images and logos box to upload images to use in your ads.
Your campaign must have at least one image and one logo although you can upload up to twenty per campaign. Provide logos that are easily recognizable.
Use the preview feature to visualize how your ads may look when they appear across Google channels.
Lastly, choose a video that gets your message out quickly, ideally shorter than 20 seconds.
View a summary
Once you click 'Save and continue', you can view a summary of the settings and your new campaign is ready.
Keep an eye on the analytics as your ads run. You will be able to see what is working and what is not working. As you pay attention to what your ads do, you will be able to get the best results.
When you know which ads your consumers click on the most, you can make the same for high cost-per-click keywords. This will help you increase your ROI.
If you’re ready to kick things up a notch with a more advanced, powerful local marketing strategy for your business, The Search Agency is here to help. Reach out today for a free consultation and we’ll take it from there.