AdWords is one of the most successful marketing channels. And, now it’s about to get a little noisier. On May 24, 2016, Google announced at the Google Performance Summit some significant changes to Adwords introducing the “next generation of local search ads.”
Local ads are evolving as search does. Almost a third of mobile searches have local intent, which means it’s time for brands to start thinking about how to connect with local consumers if they’re going to be competitive. If you want to win on the local SERPs, it’s time to dig deep and get involved with Google’s new local search ads.
At this point in search, all of us have the ability should know more about our customers than ever before. Between buyer personas and Google Analytics audience reporting, you can identify what your audience wants and needs. With the right guidance from Google, you can put your historical customer data to good use that help target online and offline customers with these new local search ads.
Whether you’re looking for Google Map users that are biking, running, or driving nearby or Google.com searchers that are browsing online at home, you will have the ability to target customers with “promoted pins” or “promoted locations.”
The trick to getting the most out of your new local search ads is to take advantage of these early movements and get into the idea of updating your local listing, all the time.
That is what this post is about.
This example courtesy of Google is how new local search ads will appear on Google Maps. It’s from Walgreens.
Now, take a look at the Walgreens example below. Can you see the difference between a promoted location and an organic location? (Hint: Look for the color purple.)
There are three things that are required to be eligible for local search ads on Google Maps:
- You must set-up a Google My Business account.
- You must have an active Adwords account.
- Finally, you must sync the location extensions together.
Walgreens is an awesome company with a lot of very smart people working on these new local search ads (shout out!).
As you can see from the Walgreens example I shared above; there is a promotion for $3 off contact lens solution under the map in the store information section. Google is redesigning their local business pages to highlight the new changes to local search ads. And, you’ll notice a few other big changes (and I think it will work well):
- Marketers can promote discounts and offers. Example: $3 off contact lens solution
- Brand logos and offers will appear directly on the surface of the Google map versus just alongside the map.
- Retailers can include local product inventory. If you’re using Google Shopping, be sure to stay up-to-date on your structured data.
Sridhar Ramaswamy, Google’s senior VP of ads and commerce, described this in a Google blog post,” Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route,” she continued, “Local business pages are also getting a brand new look—to encourage consumers to explore your store before they even arrive, we’re adding new features like special offers and the ability to browse product inventory.”
Article Source: https://www.searchenginejournal.com/new-local-search-ads/164834/
from Visible PPC Blog http://blog.visibleppc.com/how-to-succeed-with-adwords-new-local-search-ads/
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