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Simple Tricks to Improve Local Advertising Campaigns

Local advertising campaigns often don’t get the excellent results that they should.

Some agencies may for example:

  • firstly, look at the low budget often available and allocate little time to get results.
  • additionally, the small audience generates data more slowly, so optimisation and results take longer.

local advertising

So How Do You Get Great Results from Local Advertising?

There are a number of things to consider.

Firstly, local campaigns are often:

  • measuring actions slightly differently, and in general your ads need more targetting to get results. For example;

Call Extensions

are typically very important. Make sure you have set up ad scheduling for the call extension, so they only show on text ads when you can answer them. This should be the case for all campaigns.

Consider Call Only Adgroups. If calls are particularly important to you, then an efficient driver of conversions can be call only ads, that show on mobiles and only generate calls when clicked on.

A further advantage of this is that, particularly with local campaigns:

  • ad groups with low volumes of clicks generally will not trigger the call extension and google forwarding number,
  • so you will likely have greatly underestimated the calls in your adwords call reporting. However a call only ad, can only show when it will track.

Location Extensions

These require a Google My Business listing and are ideal. With these enabled you can also appear in Google Map results as pins on the map. Location extensions only show up to people who Google detects are within a reasonably local radius of your location.

Radius and Postcode GEO Targeting

You don’t only have towns and counties in your targeting arsenal. You can select radius as small as 1km around a map coordinate, post code or town centre.

Remarketing

Google Analytics can be set up with custom audiences i.e. all website visitors, which you can then link to AdWords to create Remarketing Lists. These custom audiences can be geographically defined, but you also have that option in AdWords.

One way to geographically target remarketing for all website visitors that live in a particular area, is set up a ‘Target & Bid’ adgroup with your remarketing list. This only serves to past visitors who have obtained a Google cookie from visiting your site. By then adding a geographical targeting in just your local areas you can now push harder to people who are likely to convert.

You can also create several local geo-targets. One might be radius 1km around your stores postcode, and another one might be 3km around your stores postcode. You can adjust the 1km radius depending on CPA/ROI by say 30% increased bids, whilst the 3km might be zero bid adjustment.

You select the geo targets you want and your ads will only show in those locations.

Seperate Local Campaigns and Optimise Seperately

If you have national and local campaigns, you should seperate them into different campaigns, so you can optimise locations, ad schedule and demographic targeting etc.

It’s best to select in your local campaign the People in my Targeted Location, not “

If you need any help with your local advertising, please hit up that contact us button in the link. 

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