3 Best Practices: Google Ads for Local Businesses

Google Ads drive foot traffic to your business and guide users to visit your location. Be sure your business shows up when your customers are ready to buy.
Local Google Ads

Increased costs. Lower check averages. Discount wars. Oh, and a new competitor that just opened down the block. We know you’ve got more on your mind than staying up to date with ever evolving  digital advertising space. As a business owner, you just want to know what information you need to know quickly to create awareness, drive sales, and make money.

Consider Google Ads. Google Ads can drive foot traffic to your business and guide users to visit your location. When people search on Google for products/services you offer, such as “restaurant near me” they may see location search ads that feature your business, such as store hours, address, customer reviews, website, and photos. The following three strategies will help you increase footfall into your business with a Google Ads campaign.

  1. Location Targeting
    Google Ads follow the real estate adage: “Location, location, location.” Regardless of how eye-catching your ad is, you’re inhibiting the campaign’s performance if it isn’t shown to the right people. When setting up your campaign, consider how far users will travel to visit your location. If you’re a highly-regarded chiropractor, someone may be willing to drive an hour to get their back cracked, but if you own a pizza place, people are going to be less willing to make the trip. It’s good to be ambitious about attracting a wider audience – just not too ambitious, since you’ll wind up losing out on precious ad-spend.Focus on people who are close to your business as they will most likely be your most frequent customers. You can choose to allow your ads to appear within countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics.
  2. Include Location-Based Keywords
    Location-based keywords can help your business show up in the local searches that often impact foot traffic and store visits. For example, your business may not show up when a user searches, “puppy training” but by including the location keyword, such as “puppy training Perkasie,” your ad is likely to appear at the top of the search. This is helpful when the user is searching for a place they are not currently located in, such as at work or while traveling.
  3. Choose the Right Ad Extensions
    Ad extensions allow you to include more information in your ad, giving you more real estate to capture viewer attention and give people more reasons to choose your business. Formats include location information, call buttons, additional text, links to specific pages of your website, and more.

When it comes to increasing footfall, the following options can help:

  • Location extensions: Show your location, a call button, and a link to your business details page—which can include your contact information, business hours, photos, and directions. Read more about location extensions here.
  • Affiliate location extensions: Help users find chain retail stores that sell your products. Read more about affiliate location extensions here.
  • Callout extensions: Add additional text that highlights key selling features to encourage people to convert offline, such as “free delivery” or “24/7 customer support.” Read more about callout extensions here.
  • Promotion extensions: These highlight your current promotions or sales, giving users a reason to visit you as opposed to a competitor. Read more about promotion extensions here.

Your potential customers are always connected — seize the opportunity to get your services and products in front of them, especially when they’re on-the-go and literally searching for the products and services your business offers. Highlight your unique selling features and store information to attract prospects when they are nearby. Having a inclusive presence will unlock opportunities to drive foot traffic to your business.

Make sure your customers can find you when they’re ready to buy! Moving Targets has a team of experts to develop a winning pay-per-click advertising strategy that will increase visits to your store. Contact us today!

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