You cannot deny the fact that Google Ads have benefitted local businesses. With ever-advancing technology and changing demands, Google Ads Campaign Strategy needs to be evolved.
Here are the recent changes that have changed the way Google Ads are being used:
- Ads on Google Maps:- Mark your presence on Google Maps to identify your location.
- Close Variant Update:- Your search output variant has magnified to more than just misspelled words and minor differences. It now gives you all results based on proximity and your specific search motive.
- Voice Search Fever:- The voice search feature is a trend that has changed the traditional research methodology for keywords – a crucial element to boost pay-per-click advertising.
All these changes have impacted how local businesses use Google Ads and Search Engine marketing.
Here’s how to use Google Ads for local business success:
1. Localize your Google Ad Campaigns:
A sure-shot way to drive customers towards your brand is to set your local business marketing campaigns in a ‘local’ context. Now, you have an option to create an automated one that enables you to promote your location across all of Google’s channels like Maps, YouTube, Search and Display. Google automatically displays local ads based on customers’ search history. The ‘explore near me‘ feature has opened a new door for local vendors to advertise their products and garner attention and engagement. In the case of YouTube and Display ads, Google senses when the user is most likely to click on your ad and displays the promotions accordingly. It is tough to beat Google’s algorithm when it comes to tracking its users’ preferences. To save some time, you can opt for automation and focus less on manually curating keyword list and A/B tested ad copies.
2. Stay Local:
Your Google Ad needs to target the audience of a specific geographic location. With tools like radius targeting, bulk location targeting, and place of interest targeting, it is easier now than ever. All these tools are served to you on a plate in the Campaign tab of your Google Ads account, under the Settings menu. Google Ads marketing succeeds when its user’s experience is prioritized over the motive of leaving them with an afterthought. Instead of making them glide through pages, Google’s Local Inventory Ads element gives your users a simplified result page. You can also make it more convenient for your customers by displaying the exact distance of your service or product from a customer’s location. Isn’t it convenient?
3. Improving local search volume:
Keep Google Location Targeting Updated. Do not miss out on the “people near me” option which increases your search volume with additional searches that don’t contain local city/state keywords.
4. Optimize your website:
Do not let your customers hunt for what they need. Serve it to them on a platter. For this, you need to know how to optimize your website, keeping in mind that your landing page corresponds to your ad. That is how they will be engaged on your website, ultimately buying it. Frequently update your website so that it is made easy to navigate. Customers click on your ad either because they found what they were looking for or are curious about your product. Make it easy for them to find it by categorizing and aligning the content on your website. This will ensure a better customer experience. Here, Google Analytics will rescue you from the complex and time-consuming market research. It will monitor the activity on your website to track its performance relative to your ads. This will allow you to gather traffic reports and insights about customer behavior which, in turn, will help you to improvise your ads. Keep your Google Ads account linked to your Google Analytics account at all times.
5. Know when (and when not) to use Ads:
You have the control to switch your Ads on and off. Use this flexibility judicially. Many small businesses do not continuously need to run ad campaigns. You can initiate the campaigns as and when needed, such as on special occasions like a sale or when business is slow. Marketing should not be made a full-time job. All these options are easily accessible under the Campaigns tab in your Ads account. From there you can start, pause, continue or end campaigns.
6. Consider the competition:
Keeping a check on your competitors can provide an insight into what you can do. Not only this, but you can also devise ways to differentiate your brand’s identity with Ad strategies that make you stand out. You can see the keywords your competitors’ are bidding on. This gives an idea of what the industry is considering overall.
Connect with us to discuss your Google Ads campaign and other digital marketing services.