Google’s local search ads provide a more branded, customized look for businesses on both Google search and Google Maps, while fine-tuning hyperlocal results (think searches that target a neighborhood or street, not just a city) to entice more potential customers.
If your business would benefit from more local customers, these three tips will help you harness the power of Google’s new local search ads, improve the performance of your search engine marketing (SEM) campaign, and get more people in your doors.
- Eyes on the prize. Make sure you’re clear on the goal of your advertising, and that your ads directly support that goal. For example, if your cafe recently started serving lunch and your goal is to spread the word to those in your surrounding area, configure your local search ads with that content, to that demographic.
- Use locally relevant keywords. Customers might not be looking for a handyman in your city, but in your neighborhood. It pays to include keywords like neighborhood, suburb, district or street names in your immediate vicinity. Very few people will search “handyman Ohio”; instead, they might search “handyman Gahanna Creekside Ohio”.
- Turn on location extensions. Turn on location extensions in your search ads, so customers can immediately see your address, phone number, hours of operation and star ratings for your business, without requiring additional clicks. This helps encourage Google searchers in your area to visit you in person.