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August 18, 2022

5 Effective Google Ads Strategies For Local Businesses

For businesses, brands, companies, and basically anyone who wants to benefit from their digital presence, running a Google ads campaign is a powerful strategy.

Basically, this method allows them to reach out to potential customers on the world’s most widely used search engine platform.

Although running an ads campaign on Google seems like a pretty straightforward task that simply involves drafting ads that target the search intent of your intended audience, there are still a few important factors you have to consider in order to make the most out of your marketing budget.

In this article, we’ll show you some of the things you need to do in order to optimise your Google ads campaign and increase your ROI.

Aside from increasing your brand visibility through paid strategies, following these tips can also help your business convert site visitors into paying customers.

Setup A Google Business Profile

Before creating or launching an ad campaign, the first thing that you need to do is open a Google Business profile for your company or business.

Google Business Profile, which is previously known as Google My Business, is a tool developed by Google that helps local business owners manage their online presence.

It does so by making registered businesses appear on Google Maps and increasing their visibility on local searches. Aside from making your business appear on relevant search queries on Google, a Google Business profile is a requirement for a Google ads account.

Connecting these two allows you to push ads in the map placement, which is essential for businesses looking to capture a local target audience.

Think Like A Customer

As you begin addressing the various technical aspects of your ads, such as the keywords you’ll target and the demographics of your audience, try to step into the shoes of your customer.

This involves researching the search terms and keywords that they most likely use when searching for topics, products, and services that are similar to what you’re offering.

In addition to general keywords, look for localised terms that are relevant to your products and your location. This will help narrow down the coverage of your ads to ensure that they appear to Google users within your targeted area who are interested in your company and what you are selling.

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Create A Landing Page

Although you can use your website for your Google ads, it’s highly recommended to create a dedicated landing page specifically for your campaign. Ideally, this page should only contain relevant information and images about the product or service that you’re marketing.

Having an optimised landing page is advisable because if users who click on your ads are redirected to the homepage or another section of your site that’s not the product page, this creates additional steps that they have to complete in order to finalise a purchase. This can turn some customers off, causing them to leave your site.

Instead, make sure they are redirected to a landing page that immediately shows them what the product you’re advertising is all about.

Also, don’t forget to add a clear and highly visible call-to-action button to encourage page visitors to complete a purchase.

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Study Your Competitor

Analysing the marketing efforts and strategies of your competitors can also help you tweak your own ad campaigns to make them more effective.

In addition to learning about the types of audiences they usually target in their ads, you can also identify the keywords that they’re using for their campaigns.

The information you gather can be incorporated into your own marketing campaigns, providing you with an easy way to draft ads that resonate with your target audience.

Utilise Google Analytics

Google has several free tools that you can take advantage of to improve the performance of your marketing strategies. One of these is Google Analytics.

This platform is primarily designed to help you understand the customer journey and improve marketing ROI. It also helps you make sure that you’re targeting the right audience for your remarketing ads.

Specifically, Google Analytics keeps track of the actions and behaviours of potential customers after they’ve clicked your ads.

It also monitors various metrics such as the bounce rate, pages per session, average session duration, and percentage of new sessions.

Through the data it collects, you’ll be able to understand how customers interact with your ads, keywords, and landing page. You can then use this information to create better and more effective campaigns in the future.

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