How to Use Google Ads Local Campaigns: A Step-by-Step Guide

[00:00:04]hey everyone john moran here again with another episode of things that you didn't know you can do inside of google ads in today's episode we're going to be talking to you about creating a localized campaign now local campaign is much different than what you may interpret traditionally a local campaign would be you know a display at around a small area creating new youtube videos around certain segmentations around a small area no google's new type of ads are around location in your google my businesses or sorry your google my business locations and so the ways that this differs from a traditional campaign is it uses much more automated type of features inside of google ads and also in google my business that if your google my business account profile isn't built out very well you're going to start to see some some negative effects from that so first thing you want to do actually before starting a local campaign is make sure that your google my business account is updated with imagery maps hours phone numbers links make sure you have reviews on there everything that you can do to make your google my business locations look great um before you actually start with these campaigns because that's going to be the kind of make or break make sure you have your topical your categories everything inside there to help google understand what your business actually does so they can use it in a local campaign what this does is it uses a um it uses four networks so it's display it's youtube it's search and it's also maps and what it will do is set its own sort of targeting its own geographical area its own keywords and all you really do is just kind of build what your map ad your search ad your youtube ad your display ad need to look like give it a daily budget and then say i want to optimize for people clicking driver directions calling the store from my google my business location or actually in-store visits and this is actually really cool because it's google is now going to be able to track who comes physically to that location offline how do they do that a little bit of a mystery they basically say we're ensuring the privacy of these people but we're just going to give you uh statistics about who google believes actually visited i'm sure people are using google pixel using chrome browser on their phone and they're logged in and they're walking around and you have gps location turned on they're probably going to find you but uh google's used gank away from google that's just how it is uh but with um similar ones actually kind of like a lot more driving directions i think that's a really great one um driving directions are really a solid conversion action to to monitor because someone's clicking on the driving directions um you know that happened that took place and they're probably trying to find out where you are or getting a location getting drive directions to go visit you so it's a really good one to to watch um that's kind of my favorite i'm still on the fence about the uh google tracking the people that are going into your store but let's take a look and just kind of show you how this is how to set up so this is a one of our clients that has uh 16 physical locations and that's where google says um you want to be at least more than 10.

[00:03:00]uh you want to have at least 10 locations so some of the smaller ones of tuesday stores probably not gonna be um as beneficial as this this type of campaign you might have at least 10 stores and at least 30 days and you also have to have thousands of clicks per month so this account doesn't have that um but i can't tell you the client's name but i just want to kind of tell you that's the caliber of this client here so we're actually running e-commerce for them they are a shoe store they have 16 shoes doors and 16 physical locations and while the e-commerce is doing really well um spent fifty hundred maybe twenty six thousand um 450 roads for the last 30 days um we're going to show you how to use this account to build a local campaign so first thing you want to do is click on the plus symbol here and go to new campaign you can see a new one called local store visits and promotions so drive visits to local stores including restaurants dealerships you know physical brick and mortar locations and this campaign type is gonna be local it's much different than app or display video or search or you know search this with shoppings or display you know discovery video this one's going to call local so it's a different campaign type obviously the campaign types can be local that's all you have to choose from traditionally you know you're like well i want to do a display or video or do i want to do like a shopping uh discovery ad um this one is local so that's that's the unique one here then it's going to ask you what locations do you want to include in this now you're not going to say a 10-mile radius from my google my business you're just going to say market these locations um you can use um location groups so i went ahead and created a location group uh called all stores um so 16 locations i did this so that i can hide the name of the client but still kind of walk you through this so that's my location group that i i created here and we're going to click continue and now this one here we're you know called local campaign you want to give it a name um i would recommend choosing the language that is most appropriate for your business um if it's in the united states and you're you're an english-speaking store with english you know languages uh your science your store name that kind of stuff you want to choose english and it's important here not to use all languages you might want to choose all languages but it's been featured on display and youtube you might end up having an english speaking ad on a non-english speaking placement like a website or something so make sure you choose the right language the average that you want to uh spend per day you know we're going to use an example say 20 a day your needs may vary might have locations you might be just starting out you might be saying no i've been in business for 20 years i want to drive a thousand dollars a day to my locations because that's where i got my business you know it's up to you we're going to use maximize conversion value because that's the only one that we get to choose from uh and you'll see that store business is blanked out right here we're actually in the the process of being approved now here's a quick tip too if you don't have an account representative you need to hire an agency that does uh or you need to fight really really hard to get an account representative at google usually you know mcc holders account companies like us we do have dedicated account reps that we work with at google that we can call up and say hey get this account approved they say one moment and they approve it and then you know it's a little hard on that but that's essentially how it goes um and then we can have store business being tracked but right now we're doing uh call clicks and driver directions and you see that they value them at a dollar so this is an actual real value you can go into your um conversion account and then sorry your conversion settings and then go and change the values they default to a dollar that's okay with us um but that's just going to be using maximize conversion value and we're equally one as many driving direction as call clicks so in this example they're both important if you wanted to say driving directions are much more important you know you can have this value be ten dollars and your call clicks to be a dollar and then maximize conversion value will make sure they get more driving directions than call clicks and so that's just how that algorithm works you know if you want to say this end date you can um if not you just do your normal start and then if you have a local product feed i can't click on this right now because it'll expose my client's name but if you have a local campaign uh product feed you can use that here because it'll actually also do shopping as well so let's save and continue now this is where you would set up your uh your ad so this is actually creating a local ad and this ad is going to be shown on each one of these four areas so maps display search and youtube now i'm gonna call this one um you know i'll just leave that group one for the sake just because that's gonna be that's what we're gonna be calling it but you can have multiple different ad groups you want to test different headlines different promotions uh we just call this one standard but if you said hey i have a 30 off sale it's running for for next two weeks but then real flat that's going to be something that's going to be really really great if you have a 30 off store wide sale place that in here that's going to be a great local ad if someone's looking for you know shoe store near me and then they see on the map you have four different shoe stores and yours is 30 off site wide or you know store wide that's going to be a great promotion think about seasonality here um you have a store that is a halloween store you might have sales during halloween christmas christmas stores you know those types of things you can do tons and tons of different things with with these type of ad groups but think about the purpose of why what you would want someone to see rather than just you know i'm a business here sell them love it you know tell them about what you can do and and tell them about your your great offers so i'm just going to do one for a shoe store quote unquote um but what we'll have final url is gonna be you know cubestore.com it's not actually the client name but this one's gonna be you know 30 off sale we're gonna say that this one's gonna be our sale ad and so uh headline it's going to say wide selection of shoes i'm just going to use one headline for right now 30 off store wide promo and then called action is going to be you know you can have shop now now let's go with this you're going to be able to choose image and logos you can scan a website if you want i'm gonna do this actually i'm gonna go to nike.com not our client i wish that'd be awesome um but we can use some some images here uh so we can use this one as our landscape image which would be great we can use this one uh as a product image here and see how many we have maybe we need to have there we go um and then let me just see here adding a video do nike great we'll use that video here and then if you want to use advanced uh url options you can put track and template so that you know when the people visit the store they came from this local campaign highly suggest doing that especially if you're tracking utm parameters or if you're having campaigns and analytics set up a utm um final url suffix at least um you know utm underscore uh campaign equals local um that would be that'd be a great one to use um if you wanted to because this way he's like oh this one came from our local campaign but now you can kind of see on maps you can see how it pops up i know it's probably gonna be a little hard to see because it's a smaller video but right now it shows my logo which is just a shoe as an example on the map here now when you click on that shoe it gives you your ratings it gives you a wide selection of shoes thirty percent of storage promo shop now and it shows my image here um that's how you can be showed up on the map if you're a chiropractor if you're a restaurant if you're a hotel if you're a car dealership whatever it is if you want to show up on the map this is how you tell people like hey click on me come find me click on the driving directions wherever 30 off store wide really really awesome way to promote your local business um display again this is just going to use um you know a youtube video here or you might use a display image this is just an example if i scroll through you'll probably see some images yeah but display just like a traditional display campaign but this is going to be matching people who are looking for what your google my business says who you are and then you can say 30 storey promo and then you can click directions on display to get driving directions to your location because it's a local search really really cool feature here search gonna be kind of like a way to promote your google my business location in search so if you ever search for something and um the first one that pops up is actually google my business and then you scroll past it and you find the other you know ads and then your other organic listing sorry organic you're like number seven now down the page from this new feature but uh obviously free traffic so way would be a sub better did not pay for it but for the ppc campaigns this is a promotion for your google my business to be at the top and kind of command the page locally uh for your keywords or at least for your brand name um and and get more people to discover sorry my contacts are getting really dry uh and then finally on youtube um this one's gonna be going to a localized audience that are in the similar industry like looking at you know shoe reviews or shoes shoe stores best nike shoe if you have you're a nike distributor and you're someone's looking at a nike store or sorry a nike shoe video and they're you know two miles away from you your video will most likely pop to that person say you know why it's like some shoes maybe you say like wide selection of nikes that'd be one of your ad group have nike be in that group and then run a promotion for nike you know a lot of different ways that you can set this up i'm just using some examples uh and then you would go ahead and click save and continue and you would be confirmed on the next page to say would you like to run this ad and then you click yes um so local campaigns are really awesome the really really cool part about this is when you can track how many people click driving directions or call the store or if you wanted to hire a company like us and submit to see in-store visits i would recommend testing that out too to see how that actually correlates to did you see an increase in your business but you can trust that these are going to local people they're have interest because they're actively researching or planning a purchase or a visit at least of a store and they are interacting with your ad it's it's just a way to just command localized markets um and i think that this is something that if you have you know at least 10 stores and you're looking to really drive a lot of business to those stores and and really make it an impact in your localized market area is something that i should excuse try so thank you so much for watching this genre of solutions 8 and if you found this video helpful please you know subscribe hit the bell notification like comment share do all the good things that everyone else tells you to do because it does help and we're trying to get to a thousand users so that we do youtube lives and date questions on air so yeah thank you very much and i really appreciate it