As a business owner, you’ll appreciate the importance of online sales to your business. With 80% of local searches resulting in a conversion, it’s vital that you optimize your Google Ads strategy for more customer attraction and increased sales. However, on the other hand, just relying on geolocation targeting is not enough. This article takes a look at three intelligent ways of achieving more conversions through Google Ads when targeting local businesses.
Limitations of Geolocation Targeting
Geolocating can be an awesome beginning. But it is not a sure bet to success. Many people make the mistake of thinking that all they have to do is rely on geo-targeting alone and they are bound to make good sales from their advertisements. However, looking at selling locally with Google ads calls for a well-rounded approach.
Strategy #1: Leverage Local-Friendly Ad Extensions
Ad extensions are a game-changer for local businesses. They provide extra room to compel users to click on your ad, without taking up character limits on your actual ad copy. Four key extensions to add to a local-specific campaign are location, phone call, affiliate location, and review extensions.
The Benefits of Ad Extensions
- Increased click-through rates
- Provide more information/context without taking up character limits on your actual ad copy
- Make it easier for local customers to call with one click
Location Extensions
If you are running local ads, you need location extensions. This seems obvious, but it’s really not. If you Google local-driven searches for local businesses, you will see a staggering amount of ads running without a whiff of location extensions. This is great news for you: You have the opportunity to stand out with just minutes of work.
Phone Call Extensions
Google data shows that local searches are heavily dominated by mobile devices. And it makes sense: people are likely out and about, looking for something to do, or looking for a store location. And a common practice is calling that business for more information. If you have staff that can always answer incoming calls, setting up phone extensions is an easy way to generate more traffic.
Affiliate Location Extensions
Affiliate location extensions are just what they sound like: Extensions on your search ads featuring affiliates that carry your products. Do you sell products to big retail shops or boutique stores? Do other brick and mortar stores that aren’t yours sell your products? For instance, are your products located in Walmart? Then affiliate location extensions can drive big wins for your business with cheap clicks.
Strategy #2: Optimize for Mobile and Local Keywords
With 76% of users who searched for a nearby good or service visiting that local business in a day, it’s essential to optimize your Google Ads strategy for mobile devices. Additionally, targeting local keywords and firm locations can help you reach users who are more likely to convert.
Strategy #3: Run “Local Search Ads” and Use Bid Modifiers
Local search ads are one of the best features to drive real, local sales. By running location extensions, establishing a Google My Business page, and optimizing bids for location targeting, you can capture direct searches on Google and reach users who are more likely to convert.
Conclusion
When it comes to running a local ad on Google for your local business, it’s essential to think beyond geolocation targeting. By leveraging local-friendly ad extensions, optimizing for mobile and local keywords, and running local search ads with bid modifiers, you can reach more customers and drive more sales.
If you want your business to grow and drive more conversion to increase sales, you can contact us at any time. We are here to help you grow using the latest technologies and digital marketing techniques.