The Contents Of Your Ad
Just to cover the basics of a Google Local Ad…..
As with any landing page, there are some basics that Google Local needs, and these are as follows:
Be adventurous, make it stand out!
It only needs to be a valid address… (hint, hint, evil laugh 😉
Yup, as youʼd expect
Get YOUR keywords in here
PLUS Custom Attributes:
You can use additional keywords here too [UNTESTED]
Iʼm showing the details here for adding a single ad, and in reality youʼll only do this for testing purposes (Iʼll cover pictures shortly).
In reality (and to get best coverage) you need to have multiple locations to capitalize on Google Local, and to do this you need to bulk import via the ʻUpload Bulk Business Feedʼoption. The bulk import is a simple CSV file and the structure is simple, i.e.
StoreCode, Breakfast BarmsInc, 34 High Street, Washington, etc.
StoreCode, Breakfast BarmsInc, 12-14 Low Street, NYC, etc.
The bulk load tool is a real bonus compared to directories such as Yell, where you have to start with individual entries and they take ages for approval.
Just remember, donʼt include HTML formatting in here, as Google will try and remove it.
Pictures & Videos – Content For The Ad
In addition to the expected detail for the ad, Google will allow you to upload pictures and video URLʼs from YouTube. This is a must, because on a Google Local search at least one of your photos will appear. The same concept with Landing Pages applies here, in that beingʻeyecandyʼ will attract your customers. Iʼd avoid stock photos here and use ʻrealʼ pictures associated with your business to give a real effect.
Iʼd also recommend a video too, if its appropriate to your business. If you get someone to your ad, you need to convert them and the extra content may just be whatʼs needed to get them over the finish line.
Hold On – Iʼm Not Being Listed!!!
Donʼt worry just yet – Google often vets the content you upload, so donʼt always expect an immediate response, and you may see an ʻawaiting verificationʼ if this is the first time. Although you should only see this the first time you create your Google Local Ad, I would recommend verification by mobile phone to speed up the approval.
Google takes into account the physical IP address you are searching from when available in addition to the keywords entered. Iʼve had instances where a competing business is listed first, even though they are absolutely miles away! This is simply because Google believes that company is more relevant to the search than you.
Coupons – Free Money!
Well, sorry but the free money isn’t for you or I – but Iʼm sure the heading caught your eye!
With Google Local you can create coupons that help your site stand out more – buyers like coupons. We use it to generate interest in the site, in the same way that we use the word ʻfreeʼ on landing pages, as it pulls people into your funnel.
I expect that Google will focus more on coupons in the near future, and for this reason Iʼd recommend putting them in at Day 1 and include graphics. One of Googleʼs other Lab Projects is an aggregation feed for Coupons, so Iʼd expect some developments here shortly too.
Application of Google Local
If you have access to multiple physical addresses, create multiple ads, as your business is now pan-American and pan-European.
Create Coupons – this is eye candy for surfers, FREE FREE FREE. Google will focus on this more and more.
Use Keywords for your categories, and donʼt necessarily rely on Googleʼs categories.
If youʼre listing, use a non-geographic telephone number to avoid Google thinking you only have one location.