6 Tips to Win in the Paid Local Search Market
Consumer behavior has changed dramatically, putting local business searches on the map like never before. Due to movement restrictions, more and more consumers are realizing the ease and ease of searching and shopping online. In this way, users increasingly prefer personalized results that are relevant to them based on their location at the time of their query.
To earn these conversions, your location-specific ads must be at the top of the search engine results page in order to compete. So here are 6 tips to help you win in the paid local search market.
Do not rely solely on Google as a source of information
Google Ads geo-location targeting marks a huge revolution for advertisers and marketers, allowing them to maximize their PPC by targeting ads in specific areas.
However, although this type of segmentation is very useful, there are still significant blind spots when it comes to measuring information. This is because the data provided by Google Ads and other platforms is not as detailed as necessary, to monitor competitor strategies or discover opportunities that may arise. This is something advertisers need to keep in mind when gathering comprehensive search intelligence, to make their strategies as dynamic as possible.
It is very difficult for any advertiser to meet a very large demand without obtaining the correct data from their audience. That is why it is very important to take advantage of AI to be successful in this market.
Stay on top of Google changes
There are countless changes that Google makes around Shopping, PPC and SEO. Not only is it difficult, but there is also a real need to stay 'informed' about these updates because, as search markets show, even a missed update can easily take an ad's position into a tailspin.
This is where I recommend that you have a series of pages and sources that you can trust so that you keep your campaigns up to date and thus manage to stay in the first places.
Establish your local search strategy
With the changes in consumption, they anticipate a growth in transactions carried out in local businesses, especially from mobile devices. In addition, with the diversification of markets and business competition that are not limited to a geographic location, it is necessary to find new ways to increase transactions to your business.
In short, it is very important that you use the potential of local searches in your marketing strategy to have a better chance of excelling in your segment.
Local search advertising is moving at a great speed, so many advertisers are diving into this world quickly and fixing growth problems as they arise. However, not having a game plan before you start can have bigger consequences.
That is why I recommend that you take your time to create a clear list of the elements of your store, which will build the ideal strategy for your business. By identifying things like current benchmarks, target search terms, ideal partners, and other critical elements in advance, you can build a much more effective strategy with fewer gaps right from the start.
Adapt your local ads to get the best results
Most users, both smartphones and computers, prefer ads that are tailored based on their location. Additionally, a user is more likely to click on the first ad they see on their cell phone when conducting a search.
This is how a large part of your marketing strategy is to customize your messages and strategy for each location. That is why I recommend that you follow these 5 steps, so that you get the best results from your campaigns:
Be present: Know where your products and services are most needed.
Be relevant: Is your ad creative relevant and specific? Are you showing up at the right time?
Be useful: Avoid using generic wording in the calls to action of your ads. Remember that each piece must express your services and answer the questions of your audience.
Be fast: Any delay in responding to changes in the market and your competition can set you back regardless of the size of your company.
Be the first: Target the best search terms for your location. The closer you are to the top search places, the greater the chance that users will click on your ad.
Take into account what happens in your industry
Depending on the segment you are in, you will have different objectives and measurement indicators. This is how location targeting tactics vary dramatically based on the specific elements of your industry and even your company. That is why I recommend that you do not stay with a single version of your ads and instead I recommend that you carry out tests that allow you to better know your market since your consumers react better.
To get the most out of your search strategy, I recommend that you focus on the specific behaviors of your audience and competitors. Even more, I recommend that you adapt your creative strategy to take advantage of all the available opportunities.
This is how I recommend that you focus your efforts so that you optimize your resources. Also, given how sophisticated today's search environment has become, I highly recommend that you actively personalize and tailor your search ad content.
Focusing on the right categories will depend on your business model, your goals, and the behavior of your audience. For example, in this “Adthena customer research data 2019” graph, the ZIP code and DMA are the most important elements for industries such as automotive or the financial sector.
Conclution
Being present in the digital world is more important than ever for any local business, especially if changes in consumption have affected the productivity of your business and its ability to reach customers. That is why being present on search platforms like Google can make your business float or even help you penetrate new markets. That is why I recommend that you take into account these 5 tips so that you take the step that your business needs in the most orderly way and that this way this 2021 is a more prosperous year in every sense for your company.
