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Do you want to grow your local business but do not know where to start? Here’s a look at how local businesses can benefit from AdWords.
Local businesses always face a challenge in optimizing Adwords campaigns. Managing Adwords for a local company is a whole different ball game than doing the same for generating leads on a website. This is due to the fact that the tips or strategies that need to be implemented for local businesses and agencies are quite different.
Finding specific information for optimizing the local Adwords campaigns is tedious. However, there are a few ways in which the performance of AdWords can be improved for local advertisers.
Let's have a look at these ways that are mentioned below.
1. Implement Location Targeting To Advertise In the Local Area
The location targeting of an AdWord campaign must be set to advertise only in those areas in which the services of the business are catered. One common mistake that most companies commit is to cover more areas than what they provide services in. There is no point in advertising in these areas as it would result in added costs.
2. Allowing Keyword Level Call and Conversion Tracking
All the call data can be received directly into Google Adwords by allowing keyword-level call and conversion tracking. This will prove to be very valuable, especially for a person who is working with AdWords on a daily basis. The purpose of keyword-level call tracking is to keep track of all the calls that are produced by an individual keyword and ad. This information will prove to be vital for optimizing the AdWords campaigns.
3. Make Use of Location and Call Extensions
A search network campaign that makes use of the Location and Calls Extensions will enable a business to have a balanced approach. No form of web traffic will be excluded in this case. The purpose of an ad extension is to increase the functionality and size of a typical ad.
Adding extensions to your ad will make it rank higher on the SERP. This will give an opportunity for the searchers to interact with the ad. In doing so, an individual will be able to gather more information about the business. The Location and Call Extensions will help a business to create offline conversions for a local business.
4. Lay Stress on Search Network Campaigns
Search Network campaigns lead to conversions for local businesses. Some people are searching for the products and services of a business locally. The best way would be to get in front of these people, which will enable you to get a lead from all those who are browsing a news website or blog.
5. Utilize The Local Keywords With Cities and Relevant Locations
Local businesses have a great opportunity to target relevant buyers. When a buyer is looking for a cheap service in a particular location, he will write the name of the location along with the service to be availed. This can be like, “Cheap plumber in New York.” So, if your business provides the service, you will have to stay in front of the buyers. AdWords campaigns that consist of keywords with local modifiers prove to be really effective.
6. Mobile-optimized Ads
The volume of search queries that Google receives from smartphones is much more than that of a desktop. Therefore, it is important that the website of your business and the ads should be mobile-optimized. You need to form a strategy that would enable you to take advantage of this.
The usage of smartphones is only going to increase in the coming years. Ignoring these will negatively impact your business, and you may even lose some of the customers to your competitors. Quickly shifting over to mobile-friendly versions is the need of the hour.
7. Import The Off-line Conversions
Google AdWords has a feature that enables the upload of the value of every conversion that takes place offline as businesses get leads through their website or calls generated by online marketing. But there is a limitation as the sale is not available on the phone. This was recognized by Google, which led to the introduction of uploading the conversion data to AdWords. This will allow a person to know how a single keyword gets converted.
I hope the above-mentioned tips or ways will be quite beneficial for local businesses and agencies. AdWords still has its own relevance, especially for local companies. If you have tried any of the above tips, please share your views about how these proved beneficial for your local business.
If you have any other tips or strategies regarding AdWords that will be advantageous for the advertising job, then do let me know, along with your views on the post in the comments section below.
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