Google Local Ads Campaigns

Local Google Ads campaigns  are designed for all local businesses and businesses with physical stores, giving them greater exposure on platforms like Google Search, Google Maps, YouTube, and Showcase.

Benefits of Google Ads Local Campaigns

With your new local Google Ads campaigns, you’ll be able to reach people nearby in real time, the moment they’re looking for a business like yours or a place to buy something.

Its main advantages are:

• Reach the Right People: Reach New and Existing Potential Consumers
• Best time: when they are searching near your physical store and due to the user’s purchase intent
• Use the right message: You can customize the message you want to convey and the offers or discounts in your store.
• On select platforms: Google Display Network accounts,  plus YouTube, Google Maps, and Google Search
• Local events are great for driving traffic to your physical store, promoting temporary deals and discounts, generating clicks and withdrawals, and showing product availability and hours to potential buyers.

Requirements for Google local ad campaigns

Before you begin, you should know that there are 2 basic requirements before creating a local Google ADS campaign:

• Have a Google My Business account
• there’s a video on YouTube

Without either of these two resources, we would not be able to create our local campaigns.  Once we have these two resources, we will need:

• Link your Google My Business account to your Google Ads account
• Turn on location and call extensions

Before starting a local Google Ads campaign, it  is very important to have a  Google My Business account  linked to  Google Ads and optimize  this My Business account as  much as possible, as this will greatly affect the performance of the local campaign of Google ads.

If you do not know how to do it, or if you are thinking of  creating your Google My Business account  , I pass you a link with the steps you need to follow to create your My Business profile  and optimize it as much as possible all the steps.

Local campaigns with local inventory

In Google Ads Local campaigns, we can use local inventory, where we  can show our store’s inventory, prioritizing the categories of products that we sell the most or where we are most competitive. But to do this, we must first upload a  local product feed to Google Merchant Center and meet Google Merchant’s technical specifications for those feeds.

Tips for local Google Ads campaigns

Description suggestions: Depending on Quality Score, we always recommend using as much description, title, and creativity as possible. This will not only increase the relevance of the ad, but will allow us to reach different users with the most appropriate information for each situation.

For local Google Ads campaigns, it is very useful to give users a reason to visit our physical store, where offers and promotions have a great impact.

Titles: Up to 5, each with a maximum of 30 characters

Description: Up to 5, each description can be up to 60 characters long

Image recommendation: It is important that the images are well done and easy to see. Additionally, they must comply with the necessary measures to upload them to Google Ads.

As for the creativity of the image, it is completely free to  play, but it is recommended to show it both inside and outside the store when doing local promotion, so that users can recognize where the store is located or some identifiable elements that catch their attention.   Remember, it’s always important to keep your images clean and organized.

In addition to that, you can also add some images of your products that users can find in your physical store. These types of images should be as attractive as possible to accurately evoke this desire in the user.

In addition, if you have any offer or some kind of discount, it would be interesting to resize the banner to these two image sizes, as it would be very attractive to users since they could visit your store and take advantage of the offer.

*Please note that these types of ads will primarily show on mobile devices, so  if you add a lot of text to an image, it won’t be readable in many formats. Also, if the image is not clear or has too many elements, it will not look good in different formats.

Google Ads Local campaigns support up to 20 square and rectangular images in png or jpg format.

For local events, each photo uploaded must be resized to both dimensions, 1.91:1 and 1:1 format (rectangular and square).

P.ej:

– The rectangular format 1.91:1 can have a size of 1920x1005px

– 1:1 square format with dimensions 1080x1080px

All this, without exceeding the weight of each image, up to 150 KB.

Logo suggestion: It is recommended to use very bright colors or add a colored background to the logo. Brightly colored logos have been shown to increase ad click-through rates by up to 30%.

Up to 5 logos are allowed and must have a 1:1 square format of at least 116×116 pixels. Note that the logo will be displayed in a circular space, so it won’t be cropped once it’s displayed, which is useful.

Video recommendations: As I said at the beginning, one of the basic requirements to be able to create a native Google Ads campaign  is to upload the video to YouTube.

For this reason, it’s good practice to create at least one video of the venue or physical store, or one that showcases the product attractively, includes offers and promotions, and provides a clear and quick message, within 20-30 seconds. Between.

In these cases it is ideal to have several videos with different messages in each one so that they alternate and obtain a better performance.

Videos for native campaigns will be in TrueView in-stream format. This allows users to skip the video after 5 seconds of watching it if they are not interested.

Call to action: With a call to action, you will help users understand how they should interact with your business. Users are always invited to visit us or discover our store and products, and while this part may seem simple, it has a huge impact on advertising.

You can use up to 5 alternate calls to action, each limited to 11 characters.

Converting local Google ad campaigns

For Google Ads local campaign measurement, only call clicks and driving directions are available as conversion actions.

In addition, as the campaign collects data, it will contain different conversion actions, and it can be interesting to understand the different interactions users have with our ads.

Once the local Google Ads campaign has  collected enough data, adding store visit conversions has great value to the customer and more clearly shows the massive impact of the native Google Ads campaign.

If you want to learn more about the different types of Google Ads campaigns or  need the help of one of our managers, feel free to contact us or visit our Quality Score.