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5 top tips to optimize local advertising on Google

5 top tips to optimize local advertising on Google

Admin 18-11-2020

In the past, local businesses would often team up with the newspaper distributors to let the people in the region of a new business opening up. That practice is still prevalent in many places, though businesses are now being more inclined towards using the internet to promote their business online, as they must do rightfully so.

With the constantly increasing use of the internet, people are more likely to notice you on the virtual plane than in the real world. In such circumstances, it becomes mandatory to build a strong and smart presence online. And Google is all about letting good local businesses thrive.

We discussed the pay-per-click model of advertising on Google in our last blog. Today, we will dive deeper to understand how to optimize Google advertising for local businesses.

As a local business, you need to be sure about the quality of your advertising strategy, it should be strong enough to attract and engage your consumers. In this blog, we will discuss how you can optimize local advertising on Google to get more traffic on your website or footfalls in your physical shop.

Tip #01: Bid smartly on keywords that can help your business.

We have discussed the importance of bidding on the right keywords in our last blog. You need to identify keywords that are relevant to your business. If you are going to bid on a single keyword then it is better than the keyword is directly related to your business.

For this, it is better to target search terms around the keyword. The strategy is called Single Keyword Ad Groups (SKAG). Using this strategy you create keyword ad groups that can be later refined by the match types. It also makes your campaign more specific.

So, if you are a baker that specializes in making croissants, you may want to target your campaign on croissants. Accordingly, your ad group could be “Croissants in Dallas”.

Here is what your keywords from that ad group would look like:

[croissants in dallas]

“croissants in dallas”

+croissants +in +dallas

This way you can make your campaign more specific. Also, this allows you to target a larger amount of search terms associated with that single keyword. It is important to know that the keyword and the search terms are not always the same. The ratio of the search term to the keyword can be as large as 132:1. Your goal should be to bring it down and closer to 1:1. Creating different ad groups with a single keyword can help you bring you closer to the search terms that your consumers are entering.

Tip #02: Set up a call and location extension

If you are a business that sells products or household services (plumbing, electrician, HVAC, etc. then you would want to provide your consumers with your contact details and in some cases your location as well.

Google Ads allow you to add your contact and location extensions to your advertisements.

·         Simply go to your Google Ads dashboard,

·         Select the campaign you want to add your contact and location too,

·         Select Ads from “Ads & Extensions,

·         Click on the big blue plus button. It will allow you to select the extensions that you want to add to your campaign.

·         Select Call extension and fill in the details

·         Similarly, you can add a location extension to your ad as well.

But adding your location is not enough, you need to make sure that your ad reaches the right audience. With the location feature in the left-side panel of the campaign you have selected, you can refine your target audience.

·         Select the campaign you want to make changes to,

·         Click on “Locations” on the left-side panel

·         Select Targeted

·         And simply choose the locations you want to target your ad at.

You can choose the location or you can target your ad according to the radius where your potential customers might be.

This process is called geofencing, wherein you can target your ad at only those geographical locations where your potential customers are.

Tip #03: Track your conversions

When you run the advertisement for your business on Google, the most important thing you need to keep a track of is conversions. Your conversions will tell you if your ad is successful or not.

Conversions are the actions that you want your consumers to take after they click on your ad. It could be anything from signing up at your website or ordering your product.

For example, if you want people to order croissants from your website, a successful conversion will be when the consumer orders a croissant and the order is confirmed.

Google provides you Google Tag Manager that allows you to create and manage conversion events throughout your website. You only need to install the Tag manager and create the conversion event on the page where you want to track your conversions.

In the above example, the conversion event must be created on the confirmation page of the order for the tag manager to track how many customers ordered from your website.

You can also assign a conversion value for different purchases to ensure a better return on investment (ROI) from paid advertising.

Tip #04: Improve your website

Your website or landing page should be mobile-friendly. Google gives a quality score to advertisements based on their CTR, relevancy, and quality of your landing page. If your quality score is higher, the position of your ad also goes up.

The user-friendliness of your website plays a role in improving your quality score. Make sure that your content is clear and the website is designed in such a way that users can access it freely from their smartphones.

Use the latest trends to design your website or update it accordingly. It will increase user interaction with your website. That will increase the click-through rates (CTR) of your web pages ultimately leading to a higher quality score. Better web designing will also allow your consumers to navigate your website with ease.

Tip #05: Consider outsourcing

It can be a lot of work for entrepreneurs to run a business while also maintaining your ads online. It can sometimes be very overwhelming especially if you are starting new. This is why many individuals and agencies work to help you out with your business’s marketing online.

The professionals at a digital marketing agency will help you bring better larger brand awareness to your business. They will ensure that your business is promoted on various online platforms ranging from the search engine to social media.

You can always learn it later or you can continue receiving their expert services. Either way, paid advertising through digital marketing will give your amazing results when done correctly.


Local businesses flourish when they are marketed the right way to the right audience. Paid advertising on Google allows you to advertise your business to only those who are geographically closer to your location.

After the recent turn of events though, it could be a bit harder to restart your business. Paid advertising on Google is one way to boost your digital marketing strategy post-pandemic.

As a local business, you need to smartly invest in the right keywords for paid advertising on Google to bring in more visitors to your website and increase the conversion rate. To make sure that your campaign is working successfully, it is also important to keep a track of your conversions.

However, if you are new to the business or someone who would rather let the experts handle this, it better to hire a digital marketing agency. They provide you free credits for the service trials after which you can pay the subscription fees to continue receiving their services.

Have you tried promoting your business on Google? Or would you rather let a professional take care of it for you? Let us know in the comments section below and let us know what other topics would you like to read a blog on?

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