Tag Archive for: local advertising

What You Should Know About New Google Maps Local Search Ads

In response to the recent Google Performance Summit, Google made several announcements on how their services will be changing in the months to come. One of the most important announcements included the introduction of new local search advertisements through Google Maps.

What’s The Difference?

Google already provides location based advertisement options in addition to the Google My Business platform, so what exactly is so special about these new local search ads? Well, these new ads will be available in several new formats including:

  • Promoted Pins
  • In-Store Promotions
  • Customizable Business Pages
  • Local Inventory Search

All of these options are meant to drive foot traffic to a physical location. Now, you may be wondering why businesses would be interested in brick-and-mortar stores when e-commerce is on the rise.

Google revealed during their summit that 75% of people who conduct a location based search on their mobile device will then visit that location within 24 hours with 28% of these visits resulting in a purchase.

Bridging The Gap

Clearly, mobile is not be the only concern. What advertisers should focus on is utilizing mobile in order to drive physical visits and purchases. To do this, the business must first be visible in every form possible across the Internet.

These new local search ads will facilitate this need of visibility by providing another dynamic platform on which consumers can find your business. While this new form of local search ads will not make all of your advertising dreams come true, it is certainly a useful tool to have in your arsenal of digital marketing services.

Process Pending

These new ads are only available in a beta form, and are not available to all advertisers. As such, there is little information currently available about these new ads, but one thing that we do know is how Google chooses which local search ads do and do not show through Google Maps.

Google has provided the following factors in regard to what will affect new ad rankings:

  • Location
  • Interests
  • Query Text
  • Search/Browsing History
  • Behaviors
  • Time of Day
  • Demographics

More From Onimod Global

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3 Digital Strategies for Local Businesses to Drive more Foot Traffic

As foot traffic for local businesses continues to decline due to online shopping preferences, it’s essential for companies to pursue an effective digital marketing strategy. Through the use of digital marketing there are numerous strategies that businesses can implement that will help increase foot traffic. Three simple and cost effective strategies include using local business directories, advertising locally through Google AdWords, and prioritizing social media efforts.

1. Utilize Local Business Directories:
Failing to use local business directories will already put your organization at a disadvantage. Sites like Yelp, Manta, Yellow Pages, Better Business Bureau, Angie’s List, and others simply can’t be ignored. Not only are listings free to create for your business, they will help increase search visibility (SEO) and overall brand awareness. It’s worth pointing out that from our current SEO work we have been noticing that local business directories are dominating the organic results. Interested to see how well your business ranks online? Run a free scan on the Onimod Global website by CLICKING HERE.

2. Local advertising with Google AdWords:
In addition to local business directories, advertising locally through Google AdWords can be another effective digital strategy for driving foot traffic. According to the Search Engine Journal, “1 out of every 3 online searches now has local intent.” Some benefits of running local search ads include: increasing local visibility, generating phone calls from customers, and an overall enhancement in local awareness. Ultimately, advertising locally with Google AdWords will ensure your business with a competitive advantage if used efficiently.

3. Prioritize Social Media:
Using social media as a local business seems like an obvious and easy way to increase foot traffic, yet there’s more to social media than just posting once or twice per week. According to DMN “over half of consumers say they’re influenced to think highly of a business after seeing positive praise online.” Now in order for a local business to get plenty of recognition through social media, it starts with connecting with customers and making them feel important. All local businesses should focus on Facebook, Twitter, and Google Plus as social media starting points. When local presence increases other platforms like LinkedIn, Instagram, and Snapchat can come into play. Essentially, being consistent and visible on multiple social media channels will only help increase local foot traffic.

Contact Us: For more information regarding digital marketing, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!