AdWords is one of the most successful marketing channels, and it’s about to get even busier. On May 24, 2016, Google announced significant changes to AdWords, introducing the “next generation of local search ads.”
Local ads are evolving as search trends shift. Almost a third of mobile searches have local intent, which means it’s crucial for brands to connect with local consumers to stay competitive. To succeed on local search engine result pages (SERPs), it’s essential to engage with Google’s new local search ads.
In today’s search landscape, businesses have unprecedented access to customer data. Tools like buyer personas and Google Analytics allow you to understand what your audience wants. With the right guidance from Google, you can leverage this historical customer data to target both online and offline customers with these new local search ads.
Whether targeting Google Map users who are biking, running, or driving nearby or Google.com searchers browsing at home, you can now engage customers with “promoted pins” or “promoted locations.”
The trick to maximizing the benefits of your new local search ads is to consistently update your local listing. This is crucial to staying ahead.
Here’s an example of how new local search ads will appear on Google Maps, using Walgreens as a case study. Notice the difference between a promoted location and an organic location by looking for the color purple.
There are three requirements to be eligible for local search ads on Google Maps:
1. Set up a Google My Business account.
2. Have an active AdWords account.
3. Sync the location extensions together.
Walgreens is an excellent example of how to leverage these new local search ads. Notice the promotion for $3 off contact lens solution under the map in the store information section. Google is redesigning local business pages to highlight these new changes, allowing marketers to:
– Promote discounts and offers.
– Display brand logos and offers directly on the Google map.
– Include local product inventory.
Google’s senior VP of ads and commerce, Sridhar Ramaswamy, noted that users might see promoted pins for nearby coffee shops, gas stations, or lunch spots. The aim is to drive more offline foot traffic and conversions, with Google tracking in-store visits to measure the effectiveness of these ads.
Google announced that it has measured over 1 billion store visits globally in the two years since the introduction of Store Visits. For instance, Nissan UK found that 6% of mobile ad clicks resulted in a trip to their dealership, delivering an estimated 25x return on investment.
US retailers experienced 10x more conversions from mobile search ads when measuring in-store visits. With local searches on mobile devices growing 50% faster than mobile searches overall, this trend is set to continue.
Google plans to invest in more “branded, customized experiences” to increase store visits, aligning with other recent changes like more mobile-friendly shopping options.
As advertisers demand more mobile search channels, Google is enhancing its offerings to stay competitive with platforms like Yelp and Facebook. This means more businesses will compete in Maps ad auctions, emphasizing the importance of using structured data and location extensions.
Benefits of Local Search Ads
If you’ve considered local PPC ads recently, you might have thought, “AdWords is too expensive.” However, local PPC is gaining traction, making it worth reconsidering:
1. Renewed Relevance: By targeting a specific location, a smaller budget can have a bigger impact. For example, a business in Manhattan doesn’t need ads clicked by users in Orlando.
2. Less Competition: Targeting a specific geographic location reduces competition and increases the chance of appearing in Google Maps.
3. Higher Clicks and Conversions: Setting specific campaign parameters improves targeted actions, ensuring higher clickthrough rates and conversions.
Additional Reasons:
– Google’s search tools generated $165 billion of economic activity for over 1 million businesses in 2015.
– Half of all searches on Google occur on smartphones, with a third related to location.
What Does a Successful Local Search Ad Look Like?
Imagine driving and searching for a local coffee shop, spotting a purple icon on the map for easy access. These “promoted pins” are gaining traction though not yet public for all businesses. Here are key features for running local search ads:
1. Choose a goal that matters most for your business, like increasing market share or growing new orders.
2. Verify and correct any details in Google My Business for better ranking and authority.
3. Turn on location extensions to include your address, phone numbers, and other vital info, boosting your clickthrough rate.
4. Target specific locations and adjust bids for users near your business.
5. Use locally targeted keywords, starting broad then narrowing down based on data.
Bottom Line
Early adoption of these new Google Map ads can maintain visibility and drive more online and offline conversions. Although not all formats are public yet, local search ads can significantly benefit businesses willing to invest in them early.
Has anyone started testing these ads? Share your experiences in the comments.
