With everything else that needs to be done, paid search marketing may seem overwhelming to a small business owner. Many business owners are too worn out or overwhelmed by the day-to-day demands of running a company during a pandemic to begin learning how to traverse these platforms on their own completely.
Here are the top tips for running profitable Google Ads for your local company:
Local advertising on Google, if done right, can be a powerful tool for reaching potential clients in your immediate area and achieving other local business objectives. Let’s get some advice that will get you there.
Attempt an Account Structure based on the SKAG Model
Before committing to paid marketing channels, each marketer must grasp the “why.” While this may seem obvious, they frequently encounter companies that must or should run advertisements despite needing a measurable return on investment. Whether planning on running a single campaign or several, the answer to this question will shape how you set up your account.
For many mom-and-pop shops, attracting more customers through foot traffic or online shopping may have been the impetus for launching their business, but they need to hone their focus even further.
If you’re going to spend money on targeted keywords, your ad groups should be working toward something. Accounts are typically organized using SKAGs or single keyword ad groups. The ability to refine campaigns and keyword ad groups by match type is a huge time saver.
Google Tag Manager Conversion Tracking
Conversion tracking can be one of the trickier (but more crucial) components of paid advertising. Conversions, for those unfamiliar with the beautiful world of digital marketing, are the activities you hope users will perform after clicking on your ad.
A conversion would occur, for instance, if I ran an ad that led users to a webpage with a sign-up form on it, and those users filled out the form and submitted it. It would be the end of a transaction for a business like a restaurant or a florist.
Setting things up can be challenging for people with limited experience in web programming. Using Google Tag Manager across your company’s website is the most straightforward approach to setting up conversion events. You can easily set up events in any location you like using Tag Manager.
Arrange for Call Forwarding
All things being equal, the vast majority of locally-based companies would prefer to have a phone number, especially in paid advertisements.
Adding callout functionality to your advertising is simple to do. Choose “Ads and Extensions” on the left side of the screen, then “Campaigns” to add the call extension to the desired campaign. The phone extension’s hours of operation can be customized to match your company’s. You can select to have the extension concealed when it’s not business hours.
Hone in on Your Targets
Targeting is one of the three most critical elements of any paid advertisement campaign. Targeting is essential for local businesses, as you’ll want to attract customers close to your storefront(s). To modify a campaign’s location settings, click “Locations:” on the left side menu after selecting the desired drive for modification.
You may choose either pinpoint or radius targeting to focus on a particular area. If your business has many physical locations, you can restrict the search area to within a certain number of miles surrounding each one. Keep in mind an option that Google is only sometimes transparent about when establishing the locations for your campaign.
Coordinate your Product with Search Phrases and Advertising Goals
Ad managers often need help deciding which campaign to counter with paid marketing. The excellent news for locally based businesses is that the keywords you pick to rank for can help direct your marketing strategy.
If you’re trying to rank for the term “pizza near me,” you’ll want to refer people to a website where they can place an order for pizza. You should probably direct those looking for “flower shops near me” to your homepage, where you have lots of supplementary information and social proof.
On the other hand, the same company may optimize for “roses for sale near me” and send customers to a website where they can place an order for roses. Consider your end goal while judging which ads to run and how much to bid on specific keywords.
Make Use of Keyword-Finding Resources
Besides free options like Google’s Keyword Planner, many paid keyword research tools are available. This tool provides valuable insights, including an overview of the search volume for your chosen keywords. Click the “Tools and Settings” cog in the upper right corner of your Google Ads dashboard to open the Keyword Planner.
Use Google Trends
You may also look at google search trends to see how people use the search engine in day-to-day life.
Ensure that Your Site is Well-structured and Optimized
When a local business’s website is well-structured, these characteristics make sponsored search a powerful marketing tool. The website in question is the main factor. There has never been a better opportunity for local companies to improve the quality of their internet site than during the present pandemic.
Most people use their mobile devices to look up nearby companies. Whether integrated into the leading site or stand-alone, landing pages optimized for mobile use are a massive boon to your paid search efforts. Mobile navigation is crucial for both conversion and Quality Scores. Google will favor your bid on related keywords if your landing page is well-organized and simple.
Provide Outstanding Service
Optimized Google Ads campaigns can do more than bring in new clients; they can also increase the number of repeat buyers. If your business is good at what it does, an utterly optimized campaign will generate more profit over time from individual conversions. In any case, local search inquiries always present a wealth of options for your company.
Please do all you can to implement these low-cost marketing strategies into your business and watch it grow enormously; however, make sure to give each one a fair chance before passing final judgment. People are more inclined to buy from a brand that provides good content, so get started with a handful of them, such as websites, SEO, GMB, etc., and start creating content.