How to build highly targeted traffic in to your Paid Search campaign

You’ve clicked through… so you must be interested in promoting your products and services to customers in your local area… and to be honest, if your business is geographically tailored, then who wouldn’t?

As we’ve already touched on, Google Local Business Ads run alongside the well-known Google maps and are becoming more and more popular by the minute, for users to search and find local businesses, i.e. garages, hotels, the local kebab shop (my personal favourite!) etc.

When using Google Local Business Ads to search for products or services, the search results are provided alongside the map, which when clicked, navigates the map to pinpoint the relevant business.  All free search results are highlighted on the map with a small red arrow.

However, paid Local Business Ads can be easily set-up to ensure your business stands out from the crowd.  In addition to the standard descriptive text and URL, you have the option to add your own icon and photo or company logo to assist with your branding, together with the address and telephone number. 

So why should you be using the tool?

Well the most important bit first – how much is it going to cost you?  Just like the usual Paid Search campaigns, you only pay when a searcher actually clicks through to your site; making this extremely cost effective.

And because your results are more targeted, your ad is more likely to be clicked and result in a conversion, compared to a user carrying out a nation-wide search using the standard search engine.

Whilst Google Maps doesn’t have as much traffic as the main search engine (yet!), it can provide your PPC campaign with highly targeted traffic as a top up!

Getting started

To get the ball rolling, I would suggest visiting Google Maps and having a little play.  Here is our free listing to get you started: Propellernet.

Now search to check that your business is listed under Google Maps.

To see a sponsored listing, try typing in ‘Pizza’ in the ‘What’ field, and ‘Brighton’ in the ‘Where’ field, and see what comes up.  It looks like Domino’s Pizza has taken the bull by the horns and created a nation-wide campaign.  Their advert appears under every town I have tried entering so far, and this would have meant one set-up for them – how easy is that?!

Google local Search is not perfect for every business, especially if your market is not location specific.  If you are a client, we will help you to set up your Google Local listing.  Not a client?  Get in touch as I am more than happy to offer some friendly advice!