Do you think the running ad for a store and for a website are the same? Do both need the same strategies for keyword planning or making ad copies. In this blog, you will understand the following points-
- What are ad copies & how to use it for your store
- How to do Keyword research related to your store & product
- How to integrate maps in your ad and show ads on Google Map
Let’s start with the ad copy. Ad copy is a term that refers to the text of a clickable advertisement. Ad copy consists of three parts – 1. A heading that basically reflects your business, offers or about products to grab viewer’s attention, 2. Description of ad and 3. The Customised URL.
Apart from these 3, we get ad-extensions like location, call or price extension. You will be knowing all of these by the end of this session.
You can find many blogs to design a perfect ad copy. The key is, using Keywords in ad copy, ad copy should be designed from a customer’s perspective, it’s focus should be on benefits, it should talk about numbers, etc.
Here, our focus is on the understanding of the impact of Ad copy for a store.
Let me clarify one point. When I say stores it means local stores that don’t have a website or not focusing on website traffic.
For instance, a local store which sales multi-brand laptops always wants that a customer should land on their Google business page and should click on ‘get direction’ for visiting the store.
Coming back to the topic, you want to run an ad for your business to get more footfalls.
The first question is how to do it? The answer lies within an ad extension. As you read above, Google facilitates location ads to embed your store location in your ad. As soon you do this, your store ad will be eligible to show on Google search or Google map.
To embed the location extension, you need to follow these steps –
- Go to your ad group.
- Click on ads and extension in the left side
- Select the extension option
- Click on + appearing on top and select location extension
- Select your store and add it to your Google account
It takes a maximum of 12 hours to embed your location to your ad account. Usually, it happens in 10 minutes.
Do you need an optimized ad copy?
Well, the study shows you don’t need it. A local listing ad is a by-product of an ad copy. Means to show an ad of your local store on Google or Google Map you must have a text-ad running on the Google search page.
As Google suggests, you must have 3 Ad copies in an ad group. But as a store owner, your goal is to increase footfalls. So you target those customers who are searching for stores to purchase products. Basically, you target Google map, when a user comes on the map, he must see your store’s ad.
Having this as your goal you create one or two ad copy and sync your store’s GMB account into your AdWords. It will result in two important aspects – 1. Will show your ad on Google map 2. Decrease number of false clicks.
You clearly understand the first aspect. Let me go in detail for the 2nd aspect. Consider two scenarios –
- You have 3 to 4 ad copies. You set the landing page to Google map location of your store. Whenever a user types a keyword related to your ad, your one of the text ad pops up. As the user clicks on that he lands on Google map. Might be the user’s intent is to know details about the product & not to visit the store so he goes back. This click has gone completely waste. As you are using 3 ad copy, all will appear based on the user’s keyword and you have to pay for each non-convertible clicks.
- You have a single ad copy. It directly results in your low ad ranking over the Google search page. It will appear less and you have to pay less for each query. But it will not affect your ranking over Google map. Google map ranking depends on your organic ranking. Means if your organic ranking is somewhat good or poor, your ad will appear on Google map based on your bidding.
Keep in mind that the landing page for the text ad is your Local store’s Google link. In case you’ve a dedicated website, you integrate your website as landing page.
So looking at both the scenarios it is better to have a single ad copy if your goal is to show an ad on Map. You only spend it according to your goal.
We understood the fact of using a single ad copy but what about keywords. For targeting potential visitors you must have a strong keyword list. You can use Keyword-planner by Google or Uber suggest to find the best keywords for your store or product.
Basically, we segment our keywords based on product, features or functionality. We do this when we run an ad to draw traffic on the website. Here your goal is to be on top of Google map for any keyword. So, you can use all keywords in a single campaign and can run an ad. There is no harm in using diverse keywords in the same campaign as in Google map, users are only looking for directions to the best store.
You see, I used ‘the best store’ I should explain what does it mean. Put yourself in the customer’s shoes. The best store would be that which has good ratings, rating more than 4.5, a good number of reviews, contact details, photos for stores & products. It improves customer’s online experience for that store. The study shows that 70% of users visit stores only if they have good ratings and reviews. 60% of users get influenced by good images of stores & products.
You can check out my blog on how to rank my store over Google Maps.
In summary, using a single ad copy is the best practice to run an ad when your goal is to rank over Google Maps. Keywords are the pillar to stand over your competitors. Check out my blog on how to link Google My Business account to Adwords.
I’ll appreciate if you comment your views over ranking factor on Google Maps. Please ask your query if any in the comment box below.