Did you know that 82% of smartphone users use a search engine when looking for a local business?
This “how to” session will cover everything you need to know about local PPC.
Learn how to stay ahead of the competition and capitalise on search queries with local intent.
Key takeaways will include:
• New local search ad formats
• The best campaign structures for local search
• Innovative geo targeting tactics
• Tracking store visit and sales
• Effective local bidding strategies
3. >20%
of Google searches are for local
products, services or placesSource: Google
@OliverEwbank | #BrightonSEO
4. 59%
of consumers research online
before making a purchase in store(Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017)
@OliverEwbank | #BrightonSEO
5. 82%
of smart phone users use a search
engine when looking for a local
business
Source: Google
@OliverEwbank | #BrightonSEO
6. 3 out of 4
people who conduct a search on
their mobile visit a related store
within 24 hours
@OliverEwbank | #BrightonSEO
11. Local search ads link to your business’s location page (not just your website), which
includes information such as store hours, address, customer reviews and photos
13. 1. Set up & verify Google My Business
https://bit.ly/2NWqsJr
2. Set up Location Extensions in Google Ads
https://bit.ly/2F6ZI6p
3. Use location targeting and bid by location
https://bit.ly/2Cgj72L
4. Include some location keywords
http://bit.ly/2NYZMaX
@OliverEwbank | #BrightonSEO
18. @OliverEwbank | #BrightonSEO
Tip: add “adsenseformobileapps.com” as a placement exclusion to stop your ads running
on apps http://bit.ly/2XQ6PaI
19.
20. 1. Exclude Apps
2. Run regular placement reports
3. Add, edit and remove managed placements
http://bit.ly/2T9dolb
4. Implement GDN location extensions
http://bit.ly/2u8Srg4
@OliverEw bank | #BrightonSEO
21. @OliverEwbank | #BrightonSEO
Google Display Network location extensions will include information such as photos,
business hours, and store location.
24. 1. Person searches & clicks your
ad
2. Google places a cookie /
checks their login details
3. Person visits one of your
stores
5. Google verify the store visit
4. Google track the person via
their phone
6. Google report store visits in
Google Ads
25. @OliverEwbank | #BrightonSEO
Paid Search has a huge impact offline as well as online, and using Store Visit
Conversions enables you to start quantifying the offline impact and getting a
more well rounded measurement on the ROI from your campaigns.
26. 1. Have multiple store locations & receive
thousands of clicks & viewable impressions
2. Verify Google My Business for each store &
link GMB account to Google Ads
3. Ensure location extensions are active in
Google Ads http://bit.ly/2SVZG4Z
4. Contact your Google Ads rep http://bit.ly/2EWzwtS
@OliverEwbank | #BrightonSEO
27. The data first shows up in the conversions
section of your Google Ads account.
28. Once you have them, you can view them next to
your normal reporting columns http://bit.ly/2VSjrfp
Tip: there’s a 30 day lag whilst Google verifies store visit data, so it’s only accurate 30
days after the date range you’re viewing
29. Use the new Per Shop Report so you can
see store visits by store location
@OliverEwbank | #BrightonSEO
30. Use the new ‘New vs Returning’ segment you
can apply to store visit data http://bit.ly/2O3arla
34. Create Two versions of each campaign for each products / service type:
1. Version 1 targets the whole of the UK but only contains keywords with the location
in them, e.g ‘spa hotel Brighton’, ‘spa hotel Sussex’
2. Version 2 geo-targets a specific radius around your business and contains keywords
that don’t include a location, e.g ‘spa hotel’
TIP: Test different
radius targets
TIP: Use modified
broad keywords
36. 1. Use Google Ads Editor & paste campaigns
http://bit.ly/2FbzuiV
2. Use ‘append’ to add the location to the end
of your generic keywords http://bit.ly/2UARed5
3. Use keyword wrapper tool http://bit.ly/2UIX6kc
4. Adjust the location targeting of the
campaigns accordingly. Use negatives.
@OliverEwbank | #BrightonSEO
43. TIP: Instead of doing it manually campaign by campaign, you can do this all
in one go in Google Ads Editor http://bit.ly/2Uw40cw
@OliverEwbank | #BrightonSEO
Review & edit your advanced location targeting
within your campaign settings
47. Layer locations on top of your overall location targeting so
you can adjust bids for them depending on their performance.
@OliverEw bank | #BrightonSEO
49. 1. Use Geographic & User Locations report to
review performance by location: http://bit.ly/2T2EmdO
@OliverEw bank | #BrightonSEO
2. Gather a list of your store locations and
competitor store locations
3. Then add all the locations as layers on your
Google Ads campaigns http://bit.ly/2T2Dvd6
4. Monitor performance then adjust bids
accordingly (or allow your automated bidding strategy to adjust bids)
50. Google recommend testing 1,2, 5 and 10 mile
radius around your locations
@OliverEw bank | #BrightonSEO
51. Easily get lists of postcodes from Google or
Wikipedia to overlay
@OliverEw bank | #BrightonSEO
53. Presentation title v0153
500%
growth in ‘near me’ searches
containing a variant of “can I buy”
or “to buy”
Source: Google. Comparing Jul-Dec 2017 to Jul-Dec 2015.
56. 1. Only use in radius campaigns
2. Exact and modified broad ad groups
3. Run regular Search Query Reports
4. Use Google suggest to find variations
@OliverEw bank | #BrightonSEO
59. Making your ad text hyper-relevant to the location you’re targeting sounds
simple, but it’s really important to go to that level of granular detail
@OliverEwbank | #BrightonSEO
67. 1. Link Google My Business to Google Ads
2. Filter out old stores or head office
3. Review performance regularly
4. Full instructions http://bit.ly/2TaX5nW
@OliverEw bank | #BrightonSEO
71. 1. Add at campaign, ad group or account level
2. Use campaign level if you have multiple
locations
3. Set ‘interaction bid adjustments’
http://bit.ly/2Fc5VxC
4. Schedule with advanced settings
@OliverEw bank | #BrightonSEO
75. 1. You need a mobile phone
2. You must have the ability to respond
3. Ideal for small businesses
4. Full instructions http://bit.ly/2XU8RXc
@OliverEw bank | #BrightonSEO
77. Making your ads super relevant to your location isn’t enough on its
own. Your landing page needs to continue the journey and be just as
relevant to the locations you’re targeting, ideally with an individual
page per location.
@OliverEwbank | #BrightonSEO
3. Location relevant landing page
83. Mobile campaign format where instead of the user clicking through to your site when
they click the ad, the click on the ad directly calls your business from their phone.
Overlaying RLSAs helps qualify the calls.
85. 1. Create call only campaign http://bit.ly/2UB2Z39
2. Use the same keywords as your regular
campaign
3. Create ‘all visitors’ RLSA audience
http://bit.ly/2W10Ldz
4. Apply RLSA ‘Targeting’ (not observation)
http://bit.ly/2UBLvnc
@OliverEw bank | #BrightonSEO
90. 1. 30 days minimum
2. Must target 10 or more locations per
account
3. Meet eligibility requirements http://bit.ly/2Hl0vTk
4. Follow best practice guidelines http://bit.ly/2T21IR3
@OliverEw bank | #BrightonSEO
92. Google shopping ads for retailers, which include annotations of whether the product is
in stock in the nearest store to the searcher.
@OliverEw bank | #BrightonSEO
94. There are two options for this format:
1. A Google hosted local store front
(see image) which lands users on a
Google page before they can click to
your site (ideal if your site isn’t
transactional e.g Primark)
http://bit.ly/2TIXhiw
2. A merchant hosted local store front
which lands user straight on your site
(best for transactional websites)
http://bit.ly/2F7oRxx
95. 1. Create Local Products Feed
2. Create Local Products Inventory Feed
3. Google carry out verification checks
4. Full instructions http://bit.ly/2HnS7CG
@OliverEw bank | #BrightonSEO
99. 1. Must have local products feed
2. Must have local products inventory feed
3. Link your location extensions
4. Full instructions http://bit.ly/2UCq4T3
@OliverEw bank | #BrightonSEO
103. 1. Set mobile bid adjustments at ad group
level http://bit.ly/2CjYrqx
2. Use device based if functions
http://bit.ly/2Ungh6s
3. Create mobile calls to action
4. Utilise mobile sitelinks and callouts
@OliverEw bank | #BrightonSEO
107. 1. 3rd party tools i.e. Infinity
2. Google’s own call tracking solution
3. Place a small piece of code around your
contact number
4. Full instructions http://bit.ly/2Cn3Aym
@OliverEw bank | #BrightonSEO