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How to drive more local business using Google Ads

Posted on 12th February, 2020 by Grant Johnson

Google Ads

Are you a small local business? Do you have a physical store or serve customers at their home? A local Google Ads campaign can help you reach more potential customers and drive targeted traffic to your website and customers to your store. If you have a local presence or serve customers in a small geographic area, then Google Ads represents a great opportunity for your business. In this article, we’ll take a look at some of the techniques you can use to drive more local business using Google Ads.

Get hyper-local

When setting up your campaigns you can create smaller campaigns to target your key geographic locations and allocate each campaign its own individual budget. This is a great way to ensure that one geographic area doesn’t use all of the budgets and will help give you a more even geographic spread. Geographic targeting can be set by postcode, town, city, neighbourhood and custom radius. This means you can precisely target the areas that are important to your business.

In each micro-campaign, you should have ad groups for each location you are targeting with location-specific phrases in each of these. E.g. if you are a plumber based in Manchester then you may want to have a Manchester Campaign with ad groups for Oldham, Bury, Chadderton, Chorlton, Sale, Didsbury, etc. Each of these ad groups can then have ad text and keywords targeted to each individual area to help improve relevancy.

Focus on services that offer the best ROI

It may be tempting to try to target every service and product that you offer but when it comes to PPC advertising you need to focus on the products and services that offer a positive return on investment for your business. Choose keyword terms that are related to your most profitable products and services and stick to these at first. You can always expand your ad groups and keyword terms in the future once you are getting a return from your advertising spend.

Use local extensions

Have a physical store that you want customers to visit? Don’t forget to claim your Google My Business listing and link it with your Google Ads account. When linked local users will see your address as well as the store opening times that you have set in Google My Business. Not only to local extensions help to increase visits to your store, but they can also boost click through rates by an average of 15%. In addition to showing your business address there are a host of additional local extensions that you can use in conjunction with your adverts which are:

Call extensions – Whether someone is on mobile or a computer they will see your business phone number with the option to click to call on mobile devices.

Sitelink extensions – Represent a great way to showcase different products or services without needing to bid on these terms in your campaigns. You can add up to 8 sitelinks, these are essentially just links to key products or services on your website.

Callout extensions – Want to highlight certain elements that make your business unique. Callout extensions are a great option for expanding your adverts with additional benefits.

Promotion extensions – Running a seasonal sale or have a special offer that you want to highlight. That’s what promotion extensions are for.

Create local landing pages

For service-based businesses creating localised landing pages is a great way to help improve your geographic targeting and provide customers with the added reassurance that you cover their area. These localised pages will also benefit from higher quality scores and when combined with a good strong call to action they should achieve higher conversion rates compared to a more generic homepage on your website.

Local landing pages should use trust elements such as testimonials, local business awards, real images of customers and should also feature a strong and prominent call to action above the fold. For best results, the landing page should mirror the content of your ads as much as possible as this will reassure visitors that they are in the right place.

Measure for success

Don’t forget to put tracking in place to measure how successful your localised Google Ads campaigns are. From using Google’s dynamic call tracking to conversion tracking on forms and event tracking on actions that you want customers to take, the more you can track the better informed you will be to optimise your campaigns in order to improve performance.

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