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Google Adwords has a couple of functions we are highlighting called Local Extensions as well as the new Adwords for Google Maps which are going to be great for local businesses looking to cut through.
As the Google ad says, “Who is looking for a mechanic in your town? Someone Googling for a mechanic in your town.” (Or something to that effect.).
This sets the premise for how Adwords can help a local business. With somewhere between 80% and 90% of searches for products starting online, it’s important for small businesses to be where their customers are looking.
The days of direct mailers, Val-Pak and Yellow Pages advertising are fast fading and local businesses are moving online where their customers are looking for them.
The basics of Adwords are pretty simple, if you are in Columbia, Maryland and someone searches “Columbia Pest Control” in Google an ad of yours will show up with people’s results. One nice thing, unlike most other forms of advertising is that you only pay when someone actually clicks on your ad It’s a very measurable form of advertising which only hits people who are looking for you.
With that basic understanding, there are a couple of important functions which can really push traffic and conversions (Sales!) which are worth taking a closer look at.
Local Extensions::
If you take a look at a search in your field you will probably notice a lot of national companies and people you may not have heard of. Your customers will see that too. Now what you can do to set yourself apart is set up something called a local extension. It looks like this:
Local Extensions show searchers where you are.
Basically what it does is for someone who is near you and searching, it will display you businesses contact info to show them that you are local and nearby, therefore letting you cut through some of the noise and get them to call in or come to your location with minimal clicking around and effort.
Google Maps:
An exciting new feature coming to Google maps is that Adwords will soon be able to be displayed on Google Maps.
To clarify, one of the ways people search is that they go to Google Maps and type in “Sushi Restaurant” and see what locations pop up on the map around them.
It would look something like this:
Current Google maps, a bit cluttered, no ads.
Now, the news here is that Google just announced some changes that will take the results from that, to this:
Much cleaner, with prominent Adwords.
As you can see, the new interface is much cleaner with a lot less information. What is visible, most importantly to this post is that Adword ad for Sakura Sushi.
So now when your customers are looking for a Sushi place through their maps, you can once again cut through the noise and get your message in front of them so that you are the place they call to make a reservation, or to come in for a meal.
There are many ways to take advantage of the power of Adwords, these are just a few of our favorites for local business.
If you are a local business trying to get a leg up in your area, give us a call, we’d love to help out. Leave a comment below with any questions or comments and we’ll respond as quickly as possible.
You can check out our website at www.MOSCreative.com.
Joel
