7 Best Practices to Optimize Your Local Google Ads Campaigns

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If you are reading this article, it is because you are already convinced of the benefits of local advertising for your business. And you are right! In fact, 55% of online advertising investments generate in-store sales 1 .

Google Ads local campaigns are among the essential tools of digital communication that allow you to broadcast geolocalized advertisements with local content. All this with the aim of generating traffic in store !

But how do you optimize your local Google Ads campaigns to oman mobile phone number list get the best ROI? Discover our list of 7 best practices.

1. Create and update your Google Business Profile
2. Define the strategy for each Google Ads campaign
3. Segment your databases and ad groups
4. Determine the right keywords
5. Use ad extensions
6. Broadcast multichannel
7. Track your performance indicators
Conclusion


Create and update your Google Business Profile

1. Create and update your Google Business Profile
To start, you must check that each of your establishments has a Google profile (formerly called Google My Business). They must be correctly completed with all the information necessary for consumers (location, hours, website, etc.), this will also promote your local SEO !

This is an essential step so that Google Ads can retrieve them, index them and include local information in your ads.

To save time updating all your establishments' files, consider equipping yourself with a local marketing platform. This will improve your performance!



Google Business Profile of Piscine Ibiza in Péronne

Example of a Google Business Profile listing for Piscine Ibiza in Péronne





2. Define the strategy for each Google Ads campaign
For your local advertising to be effective, you need to define the strategy for each of your Google Ads local campaigns.

There are several options available to you. For a network of establishments wishing to generate traffic in points of sale , we recommend the “promotions and store visits” option.


Choosing your campaign objective in Google Ads

Choosing your campaign objective in Google Ads


This setting will allow you to determine a broadcast radius around your points of sale. Your geolocalized advertising will thus be visible to consumers present in your catchment areas . Which will increase your drive-to-store ! As proof, 19% of mobile users have made an unplanned purchase after seeing a local ad 2 .


Segment your databases and ad groups

3. Segment your databases and ad groups
Targeting is one of the keys to the performance of your local Google Ads campaigns . We can note that, thanks to targeting, 63% of Internet users declare that the ads displayed by Google actually correspond to their needs 3 .

Start by segmenting your customer databases precisely. Create geographic classifications, by socio-professional categories, ages or even genders. Then segment your local advertising groups according to the different profiles you want to reach.

By offering Internet users ads with content adapted to their profile and location, you will effectively reach your target!


Determine the right keywords

4. Determine the right keywords
We advise you to take the time to define the keywords that will bring you a maximum of leads . Also ask yourself the question of your objective. Do you want maximum visibility or rather a high conversion rate?

In the Google Ads Local Campaigns tool , you then choose the settings that match your goal:

Exact keywords and expressions : to appear on specific queries containing long tail keywords. This option ensures the best conversion rate.
Broad queries : to be visible on more generic terms. This option brings you more volume but it is less qualified.
Our advice? Subtly mix the two options according to your local advertising campaigns . This allows you to combine screen impression volume and conversion rate.



Using ad extensions

5. Use ad extensions
To optimize your Google Ads digital advertising , consider using ad extensions.

This feature allows you to highlight more business information in your local advertising ad . And at no extra cost! It would be a shame not to take advantage of this opportunity.

Google Ads offers you 7 different options: sitelink extensions, callout extensions, site extensions, promotions extensions, call extensions, price extensions or image extensions. The goal is to make consumers want to get in touch with your brand.

Digitaleo Google Ads ad extension

Digitaleo Google Ads ad extension

For example, you can choose call extensions and highlight a call-to-action to call one of your points of sale directly. We can note that this strategy is effective because 68% of smartphone users have already used the “Get directions” or “Click to call” options in local mobile ads 2 .