Google Ads local campaign: operation and implementation
Posted: Sat Dec 28, 2024 6:59 am
The Google search engine represents 92% of the market share in France 1 . This web empire also has a very efficient advertising network: Google Ads.
Google Ads offers different formats of local advertising , with very precise parameters to meet your local marketing objectives. To date, 63% of Internet users say that the ads displayed by Google actually match their needs 2 .
As you know, proximity and local campaigns generate a better ROI rate than national campaigns. Did you also know that 25% of daily requests contain geolocation elements 3 ? And that 55% of online advertising investments generate in-store sales 4 ?
Creating a local campaign on Google Ads means ensuring bolivia buy cell phone number list good local visibility online and an increase in traffic at the point of sale . But how do you set up a successful local Google Ads campaign? We explain everything in this article!
1. How does a Google Ads local campaign work?
2. Steps to follow to set up a local Google Ads campaign
Conclusion
Google word - Google Ads local campaign
1. How does a Google Ads local campaign work?
To create a geolocalized advertising campaign on Google Ads, you must first understand how it works.
How local advertising on Google Ads works in general
Let's start by understanding what local advertising is . Otherwise known as geolocalized advertising, local digital advertising is a communication adapted to the local context of its broadcast location targeting a specific segment of prospects.
For example, you can set up your local advertising campaign via Google Ads so that it appears only in certain geographic areas. This allows you to target consumers present in your catchment areas , whether they live there or are simply passing through. You can choose to target by country, city, region or even within a radius around your points of sale. Geographic targeting
is possible thanks to the location data of mobile phones, IP addresses, GPS or even wifi connections. It is also possible to rent contact files by geographic area to broadcast your local Google Ads campaigns . Keep in mind that a consumer who receives, for example, a local advertisement for a Bchef establishment near their location, will be more likely to go there than if the advertisement is not contextualized. And it's even better if there is a promotional code in that particular restaurant!
Google Ads local campaign - Bchef
Bche's local Google Ads campaign
To fully understand how a Google Ads local campaign works , you also need to know the different distribution channels available to you.
You can choose between different formats and locations:
The Search Network : Text ad that appears in search results
The display network : visual geolocalized advertising broadcast on 3 million websites and 650,000 applications 5
Video : Local advertising broadcast before YouTube videos
Or Google Maps : ad visible when browsing
In the example below, you can see the "search network" and "display" formats for the Google search "glasses".
local glasses ads
The different formats within a
local Google Ads campaign for glasses
The “promotions and store visits” option
As a network of brands, Google Ads offers you an option configured specifically to generate in-store traffic .
Indeed, when you create a local campaign on Google Ads you can select the “promotions and in-store visits” option as a marketing objective.
Google Ads local campaign marketing goals
Choosing Marketing Objectives to
Create a Local Google Ads Campaign
This option allows you to determine a radius around your points of sale to precisely target consumers entering your catchment areas and therefore improve your local visibility .
For example, you can choose to broadcast your geolocalized ads within a 20km radius around all your points of sale in Brittany. You can also exclude geographic areas and establishments as you wish.
Google Ads local campaigns, with locally personalized messages, increase proximity with your customers and therefore your drive-to-store . Indeed, local advertising generates 2.8 times more interactions than national advertising.
adwords word – local advertising
2. Steps to follow to set up a local Google Ads campaign
Now that you understand everything about how a Google Ads local campaign works, let's get down to business!
Define your Google Ads local campaign strategy precisely
To begin, you need to precisely define your local marketing strategy.
What is the goal of your local digital advertising? Is it awareness and local visibility? Or conversion and web-to-store?
What is your target ? What broadcast locations and in what geographic areas?
What is the message ? What tone? We recommend that you put people and proximity at the heart of your communications. For example, show your local point of sale teams or offer a promotion valid only in the physical establishment nearby. The more your local anchoring is reflected in your geolocalized ads, the more effective your drive-to-store will be.
Finally, plan for tools to track your performance by point of sale.
Managing all these elements on a network scale can quickly become tedious. Know that you can rely on a local marketing platform to save time and improve performance. You can create ready-to-use templates that will then be adapted locally, and track your KPIs precisely. Your local Google Ads campaigns are thus optimized to the maximum!
Create your geolocalized advertising campaign on Google Ads
Once your local marketing strategy is validated, all you have to do is create your local campaign on Google Ads . To do this, it is essential to create Google My Business files
for all your establishments in advance . Google Ads will retrieve the essential information about your location, as well as your opening hours, your telephone number, etc. Don't worry, we won't move while you check this. Are all your Google establishment files ready? Perfect, let's move on.
Google Ads offers different formats of local advertising , with very precise parameters to meet your local marketing objectives. To date, 63% of Internet users say that the ads displayed by Google actually match their needs 2 .
As you know, proximity and local campaigns generate a better ROI rate than national campaigns. Did you also know that 25% of daily requests contain geolocation elements 3 ? And that 55% of online advertising investments generate in-store sales 4 ?
Creating a local campaign on Google Ads means ensuring bolivia buy cell phone number list good local visibility online and an increase in traffic at the point of sale . But how do you set up a successful local Google Ads campaign? We explain everything in this article!
1. How does a Google Ads local campaign work?
2. Steps to follow to set up a local Google Ads campaign
Conclusion
Google word - Google Ads local campaign
1. How does a Google Ads local campaign work?
To create a geolocalized advertising campaign on Google Ads, you must first understand how it works.
How local advertising on Google Ads works in general
Let's start by understanding what local advertising is . Otherwise known as geolocalized advertising, local digital advertising is a communication adapted to the local context of its broadcast location targeting a specific segment of prospects.
For example, you can set up your local advertising campaign via Google Ads so that it appears only in certain geographic areas. This allows you to target consumers present in your catchment areas , whether they live there or are simply passing through. You can choose to target by country, city, region or even within a radius around your points of sale. Geographic targeting
is possible thanks to the location data of mobile phones, IP addresses, GPS or even wifi connections. It is also possible to rent contact files by geographic area to broadcast your local Google Ads campaigns . Keep in mind that a consumer who receives, for example, a local advertisement for a Bchef establishment near their location, will be more likely to go there than if the advertisement is not contextualized. And it's even better if there is a promotional code in that particular restaurant!
Google Ads local campaign - Bchef
Bche's local Google Ads campaign
To fully understand how a Google Ads local campaign works , you also need to know the different distribution channels available to you.
You can choose between different formats and locations:
The Search Network : Text ad that appears in search results
The display network : visual geolocalized advertising broadcast on 3 million websites and 650,000 applications 5
Video : Local advertising broadcast before YouTube videos
Or Google Maps : ad visible when browsing
In the example below, you can see the "search network" and "display" formats for the Google search "glasses".
local glasses ads
The different formats within a
local Google Ads campaign for glasses
The “promotions and store visits” option
As a network of brands, Google Ads offers you an option configured specifically to generate in-store traffic .
Indeed, when you create a local campaign on Google Ads you can select the “promotions and in-store visits” option as a marketing objective.
Google Ads local campaign marketing goals
Choosing Marketing Objectives to
Create a Local Google Ads Campaign
This option allows you to determine a radius around your points of sale to precisely target consumers entering your catchment areas and therefore improve your local visibility .
For example, you can choose to broadcast your geolocalized ads within a 20km radius around all your points of sale in Brittany. You can also exclude geographic areas and establishments as you wish.
Google Ads local campaigns, with locally personalized messages, increase proximity with your customers and therefore your drive-to-store . Indeed, local advertising generates 2.8 times more interactions than national advertising.
adwords word – local advertising
2. Steps to follow to set up a local Google Ads campaign
Now that you understand everything about how a Google Ads local campaign works, let's get down to business!
Define your Google Ads local campaign strategy precisely
To begin, you need to precisely define your local marketing strategy.
What is the goal of your local digital advertising? Is it awareness and local visibility? Or conversion and web-to-store?
What is your target ? What broadcast locations and in what geographic areas?
What is the message ? What tone? We recommend that you put people and proximity at the heart of your communications. For example, show your local point of sale teams or offer a promotion valid only in the physical establishment nearby. The more your local anchoring is reflected in your geolocalized ads, the more effective your drive-to-store will be.
Finally, plan for tools to track your performance by point of sale.
Managing all these elements on a network scale can quickly become tedious. Know that you can rely on a local marketing platform to save time and improve performance. You can create ready-to-use templates that will then be adapted locally, and track your KPIs precisely. Your local Google Ads campaigns are thus optimized to the maximum!
Create your geolocalized advertising campaign on Google Ads
Once your local marketing strategy is validated, all you have to do is create your local campaign on Google Ads . To do this, it is essential to create Google My Business files
for all your establishments in advance . Google Ads will retrieve the essential information about your location, as well as your opening hours, your telephone number, etc. Don't worry, we won't move while you check this. Are all your Google establishment files ready? Perfect, let's move on.