Google Ads & Google Local Services Ads provide complete top page coverage for many important search terms.
In the competitive world of Internet Advertising, standing out requires a strategic approach. A new type of ad has hit the market and given small businesses more horsepower and the ability to cover more of Google’s valuable real estate. Google pioneered the pay-per-click ad two decades ago and in doing so created a phenomenon which effectively upended the world of print advertising. Where the Yellow Pages once reigned supreme, the Google ad stormed in and changed the game forever. Ads were now easy to measure, to change and to enable consumers to easily be in contact, instantly.
20 years later, Google is still #1 and continues to innovate with new ad types and armies of agencies and ad managers all looking to master their craft, managing ad campaigns and driving the most action for their small business clients, for the lowest price.
Several years ago Google began experimenting with a new kind of ad called Local Services Ads. These pay per click ads utilize different features such as reviews and responsiveness to determine placement and operate in a different ad manager with a new set of rules. They require that an advertiser qualify with a background check, and prove that they have the right qualifications and insurance to operate properly in their area. Once qualified, Google places a tacit endorsement on these ads, using their green checkmark to denote that this advertiser has been “Google Guaranteed” or “Google Screened.” Exciting features such as the Google Guarantee itself, make these ads the obvious choice within the search results. Google is backing the companies that qualify with their own money, reimbursing consumers should the transaction not workout.
Despite requiring a bit more investment, having an active Google Ads campaign and a Google Local Services Ads campaign running concurrently, is an effective way to ensure that more eyeballs are on your ads. This also helps with keyword coverage as certain keywords and phrases, or combinations may populate with Local Services Ads, but not with Google Ads or vice versa.
This article will explore the unique benefits of each type of ad and demonstrate how combining them can significantly enhance your online presence and business growth.
Google PPC Ads, also known as search engine marketing (SEM), allow you to display your ads at the top of search engine results pages when users search for relevant keywords. This provides immediate visibility and can drive targeted traffic to your website. The pay-per-click model means you only pay when someone clicks on your ad, making it a cost-effective strategy when developed and managed properly.
Key benefits of Google PPC Ads:
- Targeted reach: You can precisely target your ads to specific keywords, demographics, and interests.
- Targeted promotion: Decide when and where to promote your services using simple or more complex rules around messaging & call-to-action.
- Measurable results: Track clicks, impressions, conversions, and overall return on investment (ROI) to measure your campaign’s effectiveness.
- Flexibility: Easily adjust your bids, keywords, and ad copy to optimize performance.
- Brand visibility: Increase brand awareness and establish your business as an authority in your industry.
Local Services Ads are designed specifically for local businesses offering services. They appear at the top of Google search results, along with your business’s star rating and a “Call now” button. These ads are ideal for businesses that rely on local customers and want to generate immediate calls and appointments.
Key benefits of Local Services Ads:
- Local visibility: Target customers in your specific geographic area.
- Credibility: Display your star rating and reviews to build trust with potential customers.
- Enhanced Credibility: Messages surrounding your ads display the fact that advertisers in this section have passed a background check and are licensed and insured for their specific field.
- Direct contact: Encourage immediate calls and appointments through the “Call now” button.
- Cost-effective: Pay only when a customer contacts you through the ad AND has the ability to use your service.
While both Google PPC Ads and Local Services Ads have their strengths, combining them can provide even greater benefits. By running both types of ads, you can:
- Expand your reach: Target a wider audience by reaching potential customers through different channels.
- Increase conversions: Drive more qualified leads and sales by offering multiple ways for customers to contact you.
- Enhance brand visibility: Strengthen your brand’s reputation and credibility in your local market.
- Optimize your budget: Allocate your budget effectively by understanding the performance of each ad type.
To maximize the effectiveness of your Google Ads campaigns, consider the following best practices:
- Keyword research: Identify relevant keywords that your target audience is searching for.
- Ad copy optimization: Create compelling ad copy that grabs attention and encourages clicks.
- Landing page optimization: Ensure your landing pages are relevant, user-friendly, and optimized for conversions.
- Tracking and analysis: Monitor your campaigns closely and make data-driven adjustments to improve performance.
- A/B testing: Experiment with different ad variations to determine what works best.
By strategically combining Google PPC Ads and Local Services Ads, you can create a powerful marketing strategy that drives results. By understanding the unique benefits of each ad type and following best practices, you can effectively reach your target audience and grow your business.
Talk to a professional to determine if a combination of Google Ads and Local Services Ads is right for you, or which you should start with. Factors such as your budget, short term goals and longer term objectives for your business can and should influence your approach.