Google Ads for Local Marketing
There’s more than one way to earn the top spot on a Google search results page.
In fact, by combining more than one tactic, you can virtually dominate Page One. When a customer is searching for your local product or service, they won’t be able to help but notice your existence.
While a top-notch SEO strategy will help you appear in the maps section and the “organic” search results listed directly below, the only way to ensure that you’re at the very top of the page is with Google Ads (formerly known as Google Adwords).
What are Google Ads?
Good Ads is a way for your business to be found based on keywords. When you’re a local business, you can use Google Ads to target people in your area, allowing you to spend your ad budget on a hyper-targeted audience that is already searching for your product or solution.
We believe that Google Ads are a powerful tool, and when used with expertise and precision, they can result in a flood of new clients and customers.
Advantages of Advertising on Google
1. Reach an intent-based audience
Let’s say you’re a nail salon and you want more people in the neighborhood. You could certainly advertise on Facebook, on the radio, in the newspaper, and even on television. But the vast majority of the people who see or hear your ad won’t be interested in getting a manicure at that exact moment. In fact, you’ve interrupted them while they were looking at pictures of friends and family, driving to work, reading an article or watching a television program. No matter how compelling your ad is, it’s likely to alienate more people than it helps.
However, your ads on Google will only be shown to people who are genuinely interested in getting a manicure in your area. Your ad is helping to connect them with a business that offers your customers exactly what they need and precisely when they need it.
2. Pay for clicks only
With the other advertising examples, the amount you will be charged is based on how many people your ad is shown to, as well as how often it’s played or displayed, among other things. With a local ad on Google, you’re only billed for the number of times people click on your ad.
You won’t be charged for impressions or “exposure.” Your ad could be viewed ten thousand times, but you only pay for the number of clicks it gets.
3. Advanced tracking and insights
Unlike some other platforms, Google provides its advertisers with advanced tracking and analytics. You can count on us to monitor these regularly and continue to improve and optimise your ads based on how they perform.
For example, we track information about which pages of your site people visit after they click on an ad, where they’re located, their age and gender, what keyword brought them to the site, and more. We’ll be able to discover who your most profitable prospects are and help prioritise the rest of your marketing budget to reach them.
With local ads, you run the show. Choose what days your ads are shown, and even pick the time of day. You might not want to pay for clicks when your business is closed, for example. You could even elect to pay more money for clicks during peak times, so you can earn the lion’s share of the search traffic when you’re the readiest for it.
The possibilities are endless. You could decide you want to pay more for mobile clicks because they have higher intent, or you could conclude that you don’t want your ad to appear when someone is using the word “cheap” in their search query. We’ll help you pinpoint the appropriate keyword and placement mix that will serve your business best.
How Google Ads Work for Local Businesses
We’ll walk you through all of this later if you’re keen to learn more, but for now, it might be helpful to provide you with some context of how Google Ads work for local businesses. How your ads are displayed to your target market depends on three factors:
In general, the higher you bid, the better chance your business has of being seen. It’s not the only factor, however. The relevance of your ad and the helpfulness of your website are also important considerations in the Google algorithm.
2. Relevance score
Google looks at the search terms a customer is using in their query and weighs that against the keywords being used to promote your business. If you are a local photographer and you want to attract more clients that are getting married, then having keywords like wedding and engagement photos in your ad will provide a higher relevance score than a photographer that uses more general keywords.
This topic can get complex, and our in-house team will help get you sorted.
3. Landing page experience
Just because a prospect clicks on your ad and leaves Google doesn’t mean that their job is done. Google still decides how often to show your ads and how much to charge you for a click based on a variety of items present on your website. They make sure that your page is compliant with their policies, and they’re also keeping a close eye on how many people see your page and then immediately click the back button.
Make sure that your landing page is clean, well-organised, has a clear value proposition and displays correctly on mobile. Not sure if your website ticks all the boxes? Contact us for a website health check.
Local Service Ads
Local businesses spoke, and Google listened. Over the past few years, local businesses saw cost per clicks rise, and they wondered about the return on their advertising investment. Google responded with something called Local Service Ads.
At this time, it’s not available to all types of businesses, and not all regions are eligible. Current industries that qualify include a variety of home services, pet grooming, photography, and tutoring, but this list is expected to grow.
Here’s how local service ads work:
When someone types a local search query into Google for a profession that qualifies for this service, Google displays three top search results above the text ads. The information is displayed in boxes that stand out at the top of the page. The information in this area shows a Google Guarantee Badge, hours of operation, contact information, and more.
When a user clicks on these ads, they’re taken to a Google landing page that has your business’s information on it, including your reviews and the services you offer. If a customer chooses your business and becomes a lead, you get charged for the lead, not the click.
Local Inventory Ads
Google ads for local marketing have been predominantly focused on service businesses. Until now.
With local inventory ads, Google has further merged the online and in-store experience for seamless transactional shopping. Not long ago, local retailers felt slighted by shoppers who did research in their store and then went online to complete the transaction. Now, the tables have turned, and more people are engaging in a behavior known as ROPO: research online, purchase offline.
With local inventory ads, brick and mortar retailers can take advantage of this trend. When someone types in a specific product they’re looking for, Google can show “in-store” results. When a potential customer clicks on the ad, they’re taken to a local storefront hosted by Google where shoppers can view information about that product and shop the rest of your store, too.
The local storefront can be used to share the following information about your store:
Full product descriptions
Current sales and promotions
Use Google Ads to Reach a Mobile Audience
Half of all Google searches are done on a mobile device, and people who are browsing on their phone often have immediate intent. These are the people you need to reach!
There are different ways to reach a mobile audience effectively. While there’s not a one-size-fits-all solution, we do recommend running separate campaigns, so you can tailor the look and feel of your ads for the best user experience. We would love to help!
How Much Do Google Ads Cost?
The amount you’ll pay for a click depends on your industry, location, and the competition. Some industries are known for clicks that could cost as much as $100, while others enjoy clicks that cost $1 or less.
When determining your budget, consider what percentage of clicks you can expect to convert to customers. Then decide how much a customer is worth to you. If you’re in the restaurant business, then the potential customer lifetime value could be in the thousands of dollars if you provide a quality on-site experience.
As part of our Ad Management service, we will help you plan a realistic roadmap so that you will be able to set a budget for your local marketing tactics.
Get Started Today
Every business and its needs are unique. Because of that, we don’t have a one-size-fits-all pricing solution. We’d be happy to chat with you to figure out how we can help.
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If it all seems a bit confusing, feel free to send us a message or give us a call and we'd be happy to help.
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