Google Adwords Local Ads Rule!
Local search is one of the areas we frequently forget about, yet
there is a lot of money in it. If you are selling on a national
scale, not to mention global scale, local advertising might look like
a waste of money but it certainly isn't. Similarly to local
SEO, local advertising can work well for every business but it is
of vital importance to local companies, such as stores, restaurants,
medical practitioners, repair servicemen, real estate, or any other
business that targets the local community.
Why Should I Advertise Locally When Google Shows
Local Ads Anyway?
While it is true that Google takes into account the IP (location)
of the searcher and shows them local ads, too, this alone is not
enough to reach your local community. The reason is that even if
Google is precise to correctly identify the location of the searcher
through his or her IP, this targets only one group of potential
clients of yours – the individuals who are currently in your
The problem is that it can't target another group you might be
interested in – the group of individuals who are not in your
location but who plan to visit or even move. For real estate
companies, hotels and other tourist services this group of potential
users is huge and they are even more affected by the IP filtering
because their customers are mostly out-of-the-area folks.
How to Set a Search Campaign for Local Folks
Local search campaigns aren't that different from normal search
campaigns. Obviously, one of the differences is whom you target. When
you set a new campaign, Google allows you very precisely to choose
the target location.
As you see, you can limit your ads not to a country only but also
to a city or a region, or even latitude/longitude coordinates. You
can also open the map and pinpoint your target location directly.
This guarantees your ad will be shown only to individuals from your
How to Set a Search Campaign for Outside the Area
As we mentioned, there are two groups of customers you are
interested in – people who reside in your local area and people who
are not there but plan to move/visit. The approach described in the
previous section obviously doesn't work for the second group. If you
want to reach them, you need to change your tactics.
Basically what you need to do is to include your location in your
keywords. So, if you are advertising real estate in California, you
might use keywords like these:
real estate California
real estate San Francisco
homes for sale California
homes for sale San Francisco
The easiest approach is to add the location to your keywords. Try
to add as many areas/neighborhoods as possible because this way you
will be able to reach more searchers.
As with any other ad, you need to perform split
testing, so that you can see which ad version brings in the most
clicks. However, have in mind that local ads generally tend to get
much fewer clicks, so even if a keyword is not getting many or any
clicks, don't remove it. With local ads, it is fine if an ad gets
just a few clicks because all these clicks are very targeted.
Integrate Your PPC Ads with Google Places
Places is one more opportunity for local advertising. When you
create a Google Places page for your business, this is one more way
in which your customers can find you. If you want to do an even
better job, you can integrate your local PPC ads with Google Places.
To do this, in your AdWords account, select the Ad Extensions tab
and then select Location Extensions.
From here you can link your AdWords campaign to your Google Places
account, so that when searchers see your ad, they will also have
additional information about you and directions how to find you.
However, before you integrate your AdWords campaign with your
Google Places account, don't forget you do need to take care that
your Google Places page is fine. Make sure the data there is correct
and do your best to earn positive feedback. If these are not true,
displaying your Google Places page to potential clients could turn
your visitors off rather than make them click your link.
Target Local Mobile Users
Local mobile users are a special breed of clients you wouldn't
like to miss. If you aren't doing local mobile ads and local mobile
SEO, you might be missing a huge opportunity. When users are out
and they have their mobile with them, they will be searching for
local stuff. If you give them the opportunity to call you directly
when they see your ad, this could boost your visits really a lot.
To make it easy for your users to call you, you use the Call
Extensions tab in the Ad Extensions tab of your AdWords account.
From the Add Call Extension screen, select Allow Only
Clicks-to-Call and you are done – the visitor will call you
directly without having to go to your site first. This is especially
good when your mobile site isn't top-notch and you are not eager for
visitors to see it.