Running Google Ads for a local business requires a unique approach that differs significantly from broader advertising strategies. As a local business owner or marketer, you need to tailor your campaigns to reach your specific audience effectively while maximising your budget.
In this blog, we'll explore five expert tips to help you create a winning Google Ads strategy for your local business.
1. Implement Extremely Tight Location Targeting
When it comes to local advertising, precision is key. Google Ads offers powerful location targeting options that allow you to focus your efforts on the areas that matter most to your business.
- Use radius targeting: Set a specific radius around your business location to capture nearby potential customers.
- Target by postcodes: Focus on the exact postcodes where your ideal customers reside.
- Exclude irrelevant areas: Remove locations that don't align with your business goals to avoid wasting ad spend.
By implementing tight location targeting, you ensure that your ads are shown only to users who are most likely to convert into customers. This approach not only improves your return on investment (ROI) but also enhances the relevance of your ads to your local audience.
2. Leverage Exact Match Keywords Only
While broad match and phrase match keywords have their place in some campaigns, local businesses often benefit from a more focused approach using exact match keywords.
- Research local intent: Identify keywords that potential customers in your area are likely to use when searching for your products or services.
- Use location-specific terms: Incorporate city names or local landmarks into your keyword strategy.
- Monitor and refine: Regularly review your keyword performance and remove any that aren't driving results.
By focusing on exact match keywords, you can better control your ad spend and ensure that your ads appear for the most relevant searches in your local market.
3. Exercise Caution with Smart Bidding Strategies
Google's smart bidding strategies can be powerful tools, but they require careful consideration for local businesses with limited data and specific goals.
- Start with manual bidding: Begin your campaigns with manual bidding to gather data and understand performance.
- Gradually transition to smart bidding: Once you have sufficient data, consider testing smart bidding strategies like Target CPA or Maximise Conversions.
- Monitor closely: Keep a close eye on performance metrics when using smart bidding and be prepared to adjust or revert if necessary.
While smart bidding can optimise your campaigns, it's crucial to approach these strategies cautiously and ensure they align with your local business objectives.
4. Utilise Location Assets to Enhance Local Relevance
Location assets (formerly known as location extensions) are essential for local businesses using Google Ads. These assets provide valuable information to potential customers and can significantly improve your ad performance.
- Sync with Google My Business: Connect your Google Ads account with your Google My Business listing to automatically display your business address, phone number, and operating hours.
- Use location-specific ad copy: Craft ad text that references your local area to increase relevance and appeal to nearby customers.
- Implement call extensions: Make it easy for potential customers to contact you directly from your ads.
By leveraging location assets, you not only improve the visibility of your local business but also provide convenient ways for customers to engage with you.
5. Keep Your Campaign Consolidated and Prune Underperforming Keywords
For local businesses, a streamlined and efficient campaign structure is often more effective than multiple complex campaigns.
- Create a single, focused campaign: Consolidate your efforts into one well-organised campaign that targets your local market.
- Use ad groups strategically: Organise your ad groups around specific themes or services relevant to your local audience.
- Regularly review and remove underperforming keywords: Conduct frequent audits of your keyword performance and eliminate those that aren't contributing to your goals.
By maintaining a consolidated campaign and actively pruning underperforming keywords, you can allocate your budget more effectively and focus on the strategies that drive results for your local business.
Mastering Google Ads for your local business requires a tailored approach that differs from broader advertising strategies. You can create a robust local advertising strategy that drives results by implementing extremely tight location targeting, focusing on exact match keywords, cautiously approaching smart bidding, utilising location assets, and maintaining a consolidated campaign structure.
Remember, success with Google Ads for local businesses is an ongoing process. Continuously monitor your campaigns, test new strategies, and adapt to changes in your local market to stay ahead of the competition and maximise your advertising ROI.
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