Location Google Local Paid Ads Why, When & How to Use Them

Why pay for advertising on Google?

Do you want more business?

Yes!

Do you want more control over lead flow?

Easily turn ads on/off

Do you want people to see you 1st when they search for your business?

Bid on your brand Reinforces: brand recognition local-ness of biz organic/pack position

Do you want to appear when people search for your competitors?

Bid on competitors brands Costs more Can’t use their brand name in your ads Landing page critical (must be relevant for other brand’s name)

Do you want more leads from areas where you don’t rank well?

Happily pay for local ads!

Do you want to appear 1st in the search results?

Do you want to appear 1st in the Local Pack?

Ads can do that

Ads always show first Organic Results

Ads always show first Local Pack Results

Ads always show first Maps Results

Ads always show first Mobile Results

Small Screens Up to 4 ads above Local Pack and organic results Ads can be long

Maps Ads MUST use location extension Top of list Green map pins

https://support.google.com/google-ads/answer/2404182?hl=en Location Extensions https://support.google.com/google-ads/answer/2404182?hl=en https://www.thinkwithgoogle.com/products/location-extensions/

Local Pack Ads Google decides when to show them Look like regular listings Appear at top of pack Only 1 per Local Pack Must use local extension Unless searcher specifically clicks on “WEBSITE”, they land on GMB listing

Local Pack Ads Only 1 per Local Pack Must use local ad extension Non“WEBSITE” clicks go to GMB listing

It’s ALL About Targeting

Target by: Location Day/Time Calls Only Ad Placement + more

Location Targeting Radius Targeting https://support.google.com/google-ads/answer/6317?hl=en

https://support.google.com/google-ads/answer/6372656 Day & Time Targeting Ad scheduling: Choose the specific days and times when you want your ad to appear for relevant queries https://support.google.com/google-ads/answer/6372656

https://support.google.com/google-ads/answer/53215?hl=en Placement Targeting (Display Network only) Choose where you want ads to appear online And/or enable automatic placements by Google AI https://support.google.com/google-ads/answer/53215?hl=en

Call-Only Targeting Add Location Extension to show in Pack/Maps https://support.google.com/googleads/answer/6341403?hl=en https://support.google.com/searchads/answer/6306066?hl=en

https://support.google.com/google-ads/answer/2453991?hl=en Call & Text Extensions Adds clickable phone number Can tack on to existing ads Turn on and off Call/text costs the same as a click https://support.google.com/google-ads/answer/2453991?hl=en

https://adespresso.com/blog/guide-google-ads-ad-extensions/

Combined

https://support.google.com/google-ads/answer/148778 Preview & Diagnosis Tool Lives in Google Ads account See how ads appear to searchers Views don’t effect your stats Helps you to troubleshoot problems https://support.google.com/google-ads/answer/148778

Do It Yourself ? Budget LESS than $1500/mo: DIY with Smart Campaigns

Smart Campaigns Set up minimal via Google My Business 3X better than Adwords Express Managed via Google AI Display varies by device Images often in ads

Hire Someone? Budget MORE than $1500/mo: Hire a professional

AdWords Set up & management difficult Many more features & options Expect to pay a pro $300 - $1500/mo Get one who’s certified

Consider a Hybrid Give a pro your goals & budget Have them set up campaigns and optimize them for 6-12 weeks Get training to manage in-house Have the pro on call for questions

Not via middleman taking a cut Pay Google Directly Not via middleman taking a cut

Rule of Thumb: $$$ you’ll pay for good lead Bid $ = Divided by 4

Facebook Ads Advertise to get email addresses Then, communicate directly via email https://smartblogger.com/facebook-ads/ https://sprout24.com/capture-emails-facebook-lead-ads-examples/ https://blog.hootsuite.com/how-to-advertise-on-facebook/

Not Advertising ? Research YOUR opportunities and compare with your goals Consider a Smart Campaign that you can trigger when wanted

Using AdWords ? Zero in on your targeting Test different extensions Try different combos of extensions Make long ads Match ads to landing pages

Combine targeting to: pay only for phone calls that only come in when business open only from people in your market area and only when they search for “propane” terms

What’s a call like that worth to your business?