Before digital marketing and search engine optimization (SEO) became popular, local services ads were typically seen as beautifully calligraphed store signs or newspaper ads. However, in today’s digital age, local services ads still have their place, but it’s important to know which platforms and formats to choose. This is partly due to the demand for locally sourced products and the prevalence of mobile devices.
Local search ads are a type of paid search model on Google that cater to businesses that rely heavily on their local communities. Unlike global chains, local businesses aim to build rapport with their local customers and may benefit from targeting a specific geographical area. Examples of such businesses include general contractors, landscaping, pest control, and plumbers. These businesses can benefit greatly from Google Local Search Ads, which are designed to entice calls and store visits, especially on mobile devices.
Local Search Ads, also known as Local Services Ads, appear at the top of Google search results or in the Google Maps app. They can even pop up within auto-suggestions based on the user’s location. These ads provide a trusted environment for users and can include links to customer reviews or Google’s own background checks for certain industries. Local businesses can leverage these ads to gain a competitive edge and reach their target audience.
Some of the benefits of Local Services Ads include advertising to a highly targeted audience, leveraging the trust people have in Google, and linking to customer reviews or performing background checks. Local businesses can also emphasize eco-friendly sourcing, leverage local events and partnerships, and use their location to demonstrate expertise and niche down.
When deciding between general search ads and local ads, businesses should consider factors such as their target audience, billing models, and service offerings. Local Search Ads offer a pay-per-lead model, allowing businesses to manage their marketing budget and directly manage leads through a dashboard or mobile apps. This model can be more cost-effective for smaller or seasonal businesses compared to pay-per-click ads.
Regardless of the ad format chosen, businesses should treat it as part of their overall marketing efforts and consider professional copywriting, design, and local SEO services to ensure customer conversion. To get started with Local Search Ads, businesses should consider their objectives, budget, and target audience. They should also adjust their content for geographic targeting and monitor competitors’ strategies to measure results effectively.
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