Investing in Google Ads can transform your client’s local business, driving foot traffic, boosting in-store sales, and generating qualified leads. But let's be real: how do you do this without breaking the bank while still aligning with your client's services and goals? Brandon Coward, Director of Paid Media at Powered by Search, has some insights into how to make the most of Google Ads in the ever-evolving search landscape.
Understanding the Current Landscape
Over the past year, the search landscape has seen significant changes that impact local advertisers. With updates to Google Ads, there are now more features tailored to benefit local businesses. Here are the top three changes you should be aware of:
Close Variant Update: Google is no longer just considering misspellings or minor phrase variations. They're diving deeper, analyzing the intent behind user searches. This means your client may experience a spike in search volume, but without clear insights on what’s driving it. “Setting it and forgetting it” is a thing of the past; proactive keyword management is now essential.
Rising Use of Voice Search: As voice search continues to grow, so does the importance of longer-tail, inquiry-based keywords. For local businesses, incorporating “near me” into search strategies isn’t just a nice-to-have—it’s a must. You want your clients to be at the forefront when potential customers are searching on the go.
Ads on Google Maps and Google Map Packs: Google is all about that pay-to-play model, and the introduction of ads on Google Maps is a game changer. Now, more than ever, having optimized listings is critical—not just for visibility but for converting clicks into customers.
Three Key Strategies for Google Ads Success
1. Increase Your Local Search Volume
With Google's updates, you might already see increased search volumes. But why stop there? Here’s how to ensure you’re maximizing local search:
Adjust Location Targeting Settings: Set your campaigns to include “People in, or who show interest in, your targeted locations.” This opens the door to additional searches that might not include local keywords. For example, if you’re promoting a store in Portland, widen your targeting to include anyone showing interest in the area while excluding locations too far away.
Create Broad Location-Based Campaigns: Targeting a broader area, like an entire state, can attract users interested in your specific city. Imagine having separate campaigns targeting Portland and all of Oregon, bidding on keywords specific to Portland. This strategy generates search volume without veering too far from your business’s physical location.
2. Utilize Google Local Campaigns to Drive Store Visits
Google local campaigns are a straightforward way to increase foot traffic. By linking your Google My Business profile to your Google Ads account, you can create automated campaigns that promote your business across all Google channels—Search, Display, YouTube, and Maps.
With Google Maps, your ad gets served based on proximity to your location. When someone clicks ‘explore near me,’ Google showcases your local ad. “This heavily relies on Google’s algorithm to drive high-quality clicks with the goal of getting users to visit your business,” explains Coward. Automation takes the guesswork out of keyword management, making it a no-brainer for local businesses.
3. Leverage Local Inventory Ads for Seamless Shopping Experiences
In today’s digital landscape, user experience reigns supreme. Google’s Local Inventory Ads provide a single-page shopping experience for users looking for products nearby. If your client operates a retail store and has a shopping feed, activating Local Inventory Ads is a game changer.
These ads let customers view what’s in stock, product details, reviews, and location—all without navigating away from Google. “If you can find your client’s product first, bingo! You’re driving local foot traffic and sales,” emphasizes Coward.
Final Thoughts
Navigating Google Ads for local businesses has its challenges, but with the right strategies, the rewards are plentiful. Whether you're looking to enhance local search volume or drive more customers to brick-and-mortar locations, leveraging the latest Google tools is essential.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comments