Location, Location, Location: Whether your objective is driving awareness or footfall, this deck offers proven PPC tactics to drive results from your local search campaigns.

1. 1
PPC:
Location, Location, Location

2. Location
Location
Location
@OliverEwbank | #BrightonSEO

3. 40%
increase in searches with “near
me” in the last year.Source: Think With Google February 2020

4. >20%
of Google searches are for local
products, services or placesSource: Google

5. Local PPC is kind of a big deal

6. 17
Tips

7. Become the wolf of your street

8. 1
Google Maps Ads

9. 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
W
hat?

10. W
hy?
Footfall
Directions
Google Maps
App (Search
Partners)
Phone Calls

11. How
?
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

12. How
?
Analyse your Click Type

13. 2
Google Display
Network

14. W
hat?
W
hat?

15. W
hy?
Brand
awareness
Target yourlocalnewspaper
Measure store
visits
Cost effective

16. How
?
Tip: add “adsenseformobileapps.com” as a placement exclusion to stop your ads running
on apps http://bit.ly/2XQ6PaI

18. How
?
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

19. How
?
Google Display Network location extensions will include information such as photos,
business hours, and store location.

20. Case
Study

21. 3
Store Visit
Conversions

22. W
hat?
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

23. W
hy?
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.

24. How
?
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

25. How
?
The data first shows up in the conversions
section of your Google Ads account.

26. How
? 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

27. How
? Use the Per Shop Report so you can see
store visits by store location

28. How
?Use the new ‘New vs Returning’ segment you
can apply to store visit data http://bit.ly/2O3arla

29. Data
GPS location
signals
Phonelocationhistory
Google Earth
& Google
Maps Street
View data
Google query
data
Mapping
coordinates
millions of
stores globally
Wi-Fi signal
strength in
stores
Beacon
technology &
machine
learning
Google have a panel of over 1 million opted-in users provide their on-ground location history validate data accuracy and inform the
modelling.
To ensure accuracy, Google also surveyed more than 5 million people to confirm they actually visited a store. Google used this
information to update its algorithms and reported that its results are "99 percent accurate".

30. Tests
Run
incremental
store visit
tests
Privacy isimportant soneeds to be ahigh volumeof traffic
Measure
incremental
sales /cash
taken in store
Down-weight
& up-weight
budgets
For privacy reasons, in-store conversion data is based on anonymous and aggregated data gathered from people who have Location
History turned on. A conversion can't be tied to an individual ad click or person.
Google weed out repeat visitors & analyse user behaviour. They can identify stores inside shopping malls.

31. 4
Campaign
Structure

32. Create a UK nationwide campaign

33. Create a city / radius campaign

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 Newcastle’
2. Version 2 geo-targets a specific radius around your business and contains keywords
that don’t include a location, e.g ‘spa hotel’
W
hat?
TIP: Test different
radius targets
TIP: Use modified
broad keywords
Campaign 1:
UK
Keywords
‘Spa Hotel
Newcastle’Campaign 2:
Radius
Keywords
‘Spa Near Me’

35. W
hy?
These two
types of
searches will
convert
differently
IP addresstargeting usedby Googleisn’t alwaysaccurate
Expand your
reach whilst
still ensuring
relevance
Set budgets
based on each
conversion
rate & search
demand

36. How
?
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.

37. How
?

38. 5
Inventory
Management
Feed

39. Inventory campaigns
are ideal for
advertising any
services or products
that you can describe
in an inventory feed,
especially if
availability, location,
pricing, or other
details change
frequently.
W
hat?

40. W
hy?
Match ad copy
to attributes
from
your
inventory feed
Add & removekeywords tomatch what'savailable onwebsite
Save time &
create
multiple
campaigns
Drive revenue
through long-
tail keyword
expansion

41. H
ow
?
1. Plan what to include in feed https://bit.ly/2VVGnvX
2. Create inventory plan https://bit.ly/3cNfrFI
3. Create campaign template https://bit.ly/35fHg77
4. Case study https://bit.ly/356Tz5f

42. 6
Location
Settings

43. 36% of accounts I audited last year were not
using advanced location settings properly

44. W
hat?

45. W
hy?
Increase
location
relevance
ImproveQuality Score
Reduce
inflated
irrelevant
impressions
Reduce
wasted spend

46. How
? Regularly review your user locations report

47. 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
How
? Review & edit your advanced location
targeting within your campaign settings

48. Use negative locations when appropriate

49. 7
Location
Layered Bidding

51. Layer locations on top of your overall location targeting so you can
adjust bids for them depending on their performance.
W
hat?

52. W
hy?
Locations will
convert
differently &
require
different bids
Overlay your
store locationsto capturepeopleshowrooming
Overlay
competitor
store locations
to reach their
customers

53. How
?
1. Use Geographic & User Locations report to
review performance by location: http://bit.ly/2T2EmdO
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)

54. How
? Google recommend testing 1,2, 5 and
10 mile radius around your locations

55. How
? Easily get lists of postcodes from Google
or Wikipedia to overlay

56. 8
TV Region
Bidding

57. When working on large campaigns you will often need to coordinate activity by TV
region.
W
hat?

58. W
hy?
Bid effectively
by TV region
(not city level)
Coordinatewith TV spotlist usingscripts
Allocate
budget
effectively &
measure
results

59. H
ow
?
1. Use Search Ads 360 https://bit.ly/3cKFjSw
2. Review conversions in Analytics
https://bit.ly/3541joN
3. Use TV Schedule Bid Automation Script
https://bit.ly/3aDUSKn
4. Use Google Sheet to update TV schedule
https://bit.ly/2S67YJE

60. 9
Keyword
Strategy

61. Presentation title v0161
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.

62. W
hat?

63. W
hy?
These
searches show
intent that the
person wants
to go in store
Lowercompetitionkeywords Highly
relevant local
traffic
Lower CPCs
due to less
competition

64. How
?
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

65. 10
Ad Copy

66. It’s all about location, location, location

67. 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
W
hat?

68. W
hy?
Increase click
through rate
Proverelevancy tothe searcher
Improve
Quality Score
& lower CPCs

69. How
?
Include the
location in the
ad headline as
a priority
Use headline 3to update allads in bulkquickly
Try Ad
Customisers
to dynamically
update adshttp://bit.ly/2HuRNRK
Include the
location in the
description
and display
URL if possible

71. 11
Location
Extensions

72. Presentation title v0172
10%
increase in click through rate on ads
that use Location Extensions
Source: Google

73. W
hat?

74. W
hy?
Highlight your
local
relevance
Expand YourAd
Quality Score

75. How
?
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

76. 12
Call Extensions

77. W
hat?

78. W
hy?
Drive Phone
Calls
Increase CTR
Improve
Quality Score

79. How
?
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

80. 13
Message
Extensions

81. Dynamically
extend your
normal text ads
with an option to
click and text
message you
directly
W
hat?

82. W
hy?
Reduce the
steps to
contacting
your business
Drive valuable
communication
Same CPC

83. How
?
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

84. 14
Landing Page
Optimisation

85. 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.W
hat?
3. Location relevant landing page

86. W
hy?
Increase
conversion
rates
Better userjourney
Also aids
organic traffic
performance

87. How
? Create the pages on your site, or a
landing page tool like Unbounce

88. How
? Test the speed of your landing pages
testmysite.withgoogle.com

89. How
?

90. 15
Call Only
Campaigns
With RLSAs

91. 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.
W
hat?

92. W
hy?
Decrease user
journey steps
for qualified
searchers
Ideal forbusinesseswith shortconsiderationperiod
Drive more
calls to your
business

93. How
?
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

94. 16
New ‘Local
Campaigns’

95. A new campaign type which runs across a variety of ad formats, using machine
learning to drive the most store visits from your budget.
W
hat?

96. W
hy?
Drive footfall
Ideal duringpromotions orsales
Ideal for store
openings
Promote your
stores when
competitors
open nearby

97. How
?

98. How
?
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

99. 17
Local
Inventory Ads

100. Google shopping ads for retailers, which include annotations of whether the product is
in stock in the nearest store to the searcher.
W
hat?

101. W
hy?
Promote stock
in store near
the person
searching
Drive morestore footfall
Ideal if you
run Click &
Collect based
off local store
stock

102. 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
How
?

103. How
?
1. Add local products data to main feed *new
2. Create Local Products Inventory Feed (store stock)
3. Google carry out verification checks
4. Full instructions http://bit.ly/2HnS7CG

104. Local
Summary

105. 1. Structure for Success / IMF
2. Utilise Store Visit Data
3. Run Regular User Location Reports
4. Local Inventory Ads

106. https://www.linkedin.com/in/oliverewbank/
Thank You!
/OliverEwbank