The latest development in Google’s digital marketing arsenal, Local Ads are uniquely designed to bridge the gap between your business and potential customers in the area.
These new ads are going to be featured on the Google Maps app, making them viewable from desktops, laptops, mobiles and tablets (you will even be able to find them on the google.com expanded Maps results). Details of your business will be visible to users regardless of the device they are using.
Google’s primary objective in introducing Local Ads is to bridge the gap between the mobile word and the physical world. Research conducted by Google revealed the following statistics, which reinforce the why this innovation is necessary.
It is crucial that a business with a physical location enables location extensions, as only ads with local extensions enabled will be visible. You must also ensure that the information entered on Google My Business is complete and up-to-date. Incorrect information can be damaging to your business, as it makes it difficult for potential customers to locate you.
This feature allows users to see branded pins on their route or nearby. Highlighted in purple, these promoted pins are designed to stand out to the user. This feature will also enable users to tap the pins for more information on the business, encouraging visits to your physical location. For example, if a user is searching for a restaurant, they can tap the purple pin and check out the menu.
These local ads are designed to generate more foot traffic to your physical store. Once the ad is tapped, it will open to a customised page including details such as your phone number, address and even driving directions. Businesses will also have the opportunity to include exclusive offers and promotions to help encourage visits.
A recent study conducted by Google revealed that one-fourth of people won’t visit a store if it is not certain that their desired product is in stock. By displaying information about your inventory, you are boosting the chances that the user will follow through and visit your store.