Since Google launched Google Ads in 2000, it has grown into a $95 billion advertising platform. What was once a low-cost exchange for businesses to attract leads and grow revenue has transformed into a highly competitive marketplace. This marketplace is now indispensable to many digitally focused industries.
Google Ads has evolved into a complex ecosystem that requires effective navigation skills. Gone are the days when inexperienced advertisers could splash by filling out a few forms. The platform now involves bidding, extensions, creative, and targeting, which only PPC experts can optimize for the best results.
One of the key ways for PPC experts to optimize their ads is by utilizing ad location extensions. This feature in Google Ads enables the display of business location information, like the address, alongside the ads, thereby increasing the chances of a viewer taking action.
Location extensions can be incredibly beneficial for businesses that primarily serve local customers. By displaying location information alongside ads, businesses can easily attract nearby customers searching for a local solution to their needs.
But they're not just useful for locally based campaigns. If you have multiple nearby locations, you can feature them and increase your ad quality score by making the most of the additional ad space to communicate value, increasing click-through rates.
How do you start making the most of location extensions in your Google Ads campaigns?
You only need to link your Google My Business account with your Google Ads account and activate location extensions.
Data has immense potential to transform businesses. It acts as a guiding compass, assisting you in making well-informed decisions related to expenditure, strategic planning, and marketing priorities.
Moreover, data can reveal valuable insights about your business performance and marketing efforts that are typically hard to obtain from other sources. For these reasons, we encourage our clients to adopt industry best practices and leverage the power of Google's suite of tools.
Google's dominance in the search engine industry is undeniable, with a market share of over 90%. As a result, Google offers several useful tools for measuring web traffic and user behavior, which are extremely valuable to businesses and individuals.
For more Personalization Tips to Dominate Google Local Search, click here!
Let's look at these most indispensable tools for effective marketing: Google My Business and Google AdWords.
About the Google My Business Page:
You're likely well-acquainted with the Google My Business Page (GMB) results. When you search for any business, a concise summary emerges, presenting key information such as the address, contact number, a map, and a link to the company's website.
This listing is free and of utmost importance, even for businesses without a physical storefront, as it ensures visibility in search results.
Google's algorithms are meticulously designed to cater to user intent, making a GMB listing essential for guiding the right customers to your business. Optimizing your listing with detailed descriptions and relevant keywords enhances its effectiveness.
Additionally, you can add visual appeal to your listing with photos, videos, and concise descriptions of your services, products, special offers, and events, attracting potential customers.
GMB also provides a platform for customers to leave reviews, which can significantly influence other potential customers' decisions. Managing these reviews by responding to them not only follows best practices for GMB but also offers valuable insights into your customers' experiences and preferences, enabling necessary adjustments.
Regularly updating your GMB listing, posting actively, and engaging with customers through responses can elevate your business's ranking in Google search results while enhancing your brand's credibility.
About Google Ads
With an astonishing 5 billion daily interactions, Google deeply understands what garners attention and generates clicks. Google's advertising program allows businesses to target specific customers and deliver messages to those actively seeking solutions. The more precise and compelling your offer, the more clicks and potential new customers you can attract.
Google Ads is a paid advertising platform that leverages search algorithms and user behaviors to strategically display your ad to individuals actively searching for or engaging with products and services akin to what you offer. Google Ads encompasses a variety of advertising models, including Pay-Per-Click (PPC), Display, Video, Shopping, App, and Local advertising.
Over time, Google Ads empowers businesses to analyze and optimize their ad campaigns to reach a broader audience. The platform caters to every budget, allowing you to control expenses and adjust as needed.
Google Ads boasts an impressive click-through rate of nearly 2%, considering the vast volume of traffic the search engine handles. Display ads alone garner 180 million impressions each month, offering advertisers a means to run finely-tuned campaigns, generate leads, and achieve a high return on investment (ROI).
Businesses worldwide leverage Google Ads to promote their products and services. Even if your website ranks prominently for organic search terms, paid competitors can push your results down the page. Advertisers can select keywords, including those of competitors and specific product names, to ensure visibility in highly targeted searches.
The Quality Score (QS) determines your ad's ranking, with a higher QS translating to better placement on the Search Engine Results Page. Google's data provides insights into enhancing your QS score and optimizing your ad campaigns and target audience.
Leveraging Google's tools to establish your online presence, assess your website's performance, and attract your ideal customers offers invaluable clarity, insights, and data-based solutions. Below is a helpful glossary to assist you as you navigate the realm of Google's best practices.
Dictionary of Terms
Click-Through Rate (CTR): The ratio of clicks to impressions.
Bounce Rate: The percentage of visitors who leave your website without exploring additional pages.
Pages Per Session: The average number of pages viewed per session on your site.
Cost Per Click (CPC): The cost of obtaining a click on an ad.
Clicks: The total number of clicks on ads.
Cost Per View (CPV): The cost of obtaining a complete video view.
Video Views: The total number of viewers who watch the entire video.
Video Completion Rate (VCR): The percentage of viewers who watch the video.
What Are Location Extensions?
Location extensions are a feature within Google Ads that allows you to incorporate a map marker in your advertisements, indicating the physical location of your business.
Upon clicking the map marker, users will receive a pop-up displaying essential information such as your business name, address, phone number, and website link. This feature can significantly enhance the ease of discovery for potential customers and improve the overall effectiveness of your ads.
Location extensions can be easily added within AdWords when creating a new campaign or making edits to an existing one. You can include a map marker and target your location extensions by country, state/province, metro area, or postal code.
Why Link Your Google My Business Account To Google Ads?
Google My Business is a free online listing that empowers businesses to manage their digital presence across Google's platforms, including search and maps.
On the other hand, Google Ads is Google's paid advertising platform that allows businesses to create text, image, and video ads, positioning them within Google Search and other relevant Google properties.
By linking your Google My Business account to Google Ads, you can showcase your ads to individuals actively seeking businesses like yours on Google Maps and Search. Additionally, this linkage facilitates tracking phone calls and website visits originating from your Google Ads campaigns.
The valuable data collected can be harnessed to enhance your campaigns and optimize your budget. In sum, connecting your Google My Business account to Google Ads can expand your reach and contribute to the growth of your business.
Google My Business vs Google Ads
Google My Business (GMB) and Google Ads are valuable tools for businesses seeking to enhance their online presence and engage with a broader audience. However, they serve different purposes and possess distinct features.
Purpose and Focus
Google My Business
GMB primarily serves to help businesses manage their online visibility within Google's search engine and maps. It empowers businesses to establish a detailed business listing with vital information like contact details, operating hours, customer reviews, and imagery.
The main objective of GMB is to amplify local visibility and attract potential customers searching for products or services in a specific area.
In contrast, Google Ads is an advertising platform enabling businesses to create and oversee online advertisements to reach a wider audience. It allows businesses to bid on specific keywords and prominently display their ads in search engine results, websites, mobile apps, and various platforms within the Google network.
The primary focus of Google Ads is to drive targeted traffic and generate leads or sales.
Google My Business
Establishing and managing a business listing on Google My Business is entirely cost-free. Businesses can showcase their brand without incurring any direct advertising expenses. However, to maximize the potential of GMB, businesses can opt for additional advertising features like Local Service Ads or Google Guaranteed, which involve distinct pricing models.
Google Ads operates on a pay-per-click (PPC) model, where businesses are charged whenever someone clicks on their ads. The cost of running Google Ads campaigns depends on keyword competitiveness, targeting settings, ad quality, and budget allocation. Advertisers maintain control over their spending and can establish daily or campaign-specific budgets.
Ad Formats and Targeting
Google My Business
GMB's primary function is to provide businesses with a comprehensive business listing that appears in Google search results and maps. It allows businesses to showcase essential information, photos, and customer reviews.
While GMB doesn't offer traditional ad formats, an optimized GMB listing increases the likelihood of appearing in local search results, enhancing visibility and attracting organic traffic.
Google Ads offers diverse ad formats, including text, display, video, and shopping ads. Advertisers can customize their ad content, tailor messaging to specific audiences, and leverage advanced targeting options based on demographics, interests, location, and search intent.
This flexibility empowers businesses to reach their target audience and achieve specific marketing objectives.
How to Link Google My Business to Google Ads
Linking your Google My Business (GMB) profile to Google Ads offers numerous advantages. For those unfamiliar with Google Ads, the process might seem complex. Follow this comprehensive guide to connect your accounts successfully:
Log in to your Google Ads account.
From the Google Ads dashboard, select "Tools & Settings" from the top menu.
This will open a dropdown menu with multiple options.
Look for the "Setup" section and choose the "Linked Accounts" option.
In the new window, select "Google Business Profile". On its right side, click on "Details".
A new window will appear. From here, click on "Link Google Business Profile". This will open a sidebar titled "Set up your locations".
You will see 'Link Google Business Profile' section. Below it, there is a search box labeled "Search". Enter the name of your desired business profile in this box. Click on the "Next" button. This will take you to the final step for review and submission.
Click on the "Link" button.
A confirmation message will appear, stating, "Your locations are linked”.
You're now all set! Your Google My Business account is now connected to Google Ads, and you can utilize the associated locations as extensions.
Connecting your Google My Business account with Google Ads through location extensions offers significant business benefits. It simplifies the process of customers discovering your business and accessing vital information, such as your phone number, address, and website.
Location extensions are an effective way to promote your business to a local audience. Incorporating relevant keywords and images in your ads while including a compelling call to action is crucial. Don't hesitate to experiment with various ad formats and targeting options to identify the most effective strategies for your business.
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Incorporating location extensions can be highly beneficial if you're struggling with optimizing your Google My Business and advertising strategies. However, understanding the technical side of your online strategy can be overwhelming, leaving you feeling lost and overwhelmed.
But Jay Mehta can help you navigate the complex digitized web and assist you in achieving your business goals. The straightforward onboarding process and simple business management strategies make everything easy for you to succeed. Discover more today!
Google My Business & Google Ads FAQ
Is Google My Business the same as Google Ads?
Google My Business is a free service for managing your business details on Google, including information such as name, address, phone number, hours of operation, and website. In contrast, Google Ads is a paid advertising service on Google.
Although serving different purposes, the combination of Google My Business and Google Ads can enhance your online presence and boost digital marketing efforts for business growth.
Can we manage two separate Google Ads accounts for the same website?
No, displaying two advertisements for the same domain utilizing identical keywords or query results is not permissible. This practice is exclusively applicable to different domains.
Double serving is prohibited due to its adverse impact on the user experience and contravenes Google’s terms and conditions.
An ideal alternative is A/B testing. This method involves creating two distinct ads and assessing their performance. Subsequently, you can retain the superior-performing ad and deactivate the other one. This approach is the most efficient way to identify your business’s optimal ad.
Linking two Google My Business (GMB) accounts may become necessary for various reasons, such as managing multiple client locations or updating your GMB listing after relocating.
The process is uncomplicated. Sign in to both GMB accounts and designate one as the primary account. Subsequently, you can merge the two accounts or establish a link between them as locations under the primary account.