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The RIGHT Way To Do Google Ads Targeting For Local Businesses — Transcript · YTtoTranscript

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The RIGHT Way To Do Google Ads Targeting For Local Businesses

Ben Heath - Google Ads · 2,632 words · 13 min read · EN

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Below is the complete, readable transcript of The RIGHT Way To Do Google Ads Targeting For Local Businesses by Ben Heath - Google Ads on YouTube. Read the full text, copy any part you need, or generate a transcript for any video with our free tool.

I've from Google ads for local businesses for more than 11 years and I would say that 90 plus% of Google advertisers make one big mistake when it comes to their location targeting setup with their Google ad campaigns and it can massively hurt their results in this video I'm going to show you the right

way to set up your location targeting if you want fantastic results with Google ads for your local business so a lot of business owners that are advertising on Google feel like at least some of their budget is being wasted because they are either advertising to people who are becoming leads but they're in the wrong

location and they can't serve those people and spending money to turn them into leads in the first place was a complete waste or they're generating clicks from people in the wrong locations that then don't go on to become leads and even if they did you couldn't serve them anyway it's a common complaint that you hear from Google

advertisers particularly those that advertise a local business on a local basis and the target area in which they advertise and where people are is really really important well the good news is is there are things you can change about your Google ad campaign setup to really change that to really fix that problem

and make it far less likely that people outside of the location you want people to be in will either click on your ads or become leads which is obviously a waste of money there there big changes you can make and I'm going to show you how to do that so I'm in an example

Google ad account I'm just in overview and I'm going to quickly walk through uh a new campaign creation process I'm not going to go through every settings I'm just going to talk about the things that are pertinent to fixing this location targeting problem which can be a really big deal for some advertisers so I'm

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going to go ahead and select the leads campaign not not going to worry about conversion actions and things like that that's not something we need to worry about in this video I have other videos discussing um all these things I'm going to go ahead and use a search campaign but you could use other campaign types

and this is likely to apply although a lot of local businesses are going to be very search heavy um okay so I'm going to skip through all this sort of stuff I'm not going to worry about um these other settings uh start new this an example campaign there's lots of examples in there now bidding I'm going

to leave as conversions I'll talk more about this in a minute because this is really important but that's related to another point I'm going to make uh for now I want to get through to the location targeting settings not going to talk about networks um so here we are location targeting settings right so

obviously local businesses are not going to advertise to all countries and territories they're not going to advertise to their whole country in which they're based this Google is defaulted the UK because that's where I'm based they are going to click enter another location now you can just go ahead and enter in your location here or

you can click advanced search and you have a little bit more um control flexibility around what you do so for the purpose of this video I'm going to use the example location of bar which is a city in England um that I actually went to University in so you've got this area here which is Bath the the city

itself and a little bit of the surrounding areas um but not much and let's assume we're we're a business-based in bath and we only are able to serve people in that location either because they need to come to us like let's assume we're a gym or we travel to them let's say we do I don't

know landscaping services or we're a painter and decorator or whatever it happens to be right we're we're uh going to their house their office something that's located in in a in in a physical location nearby that we're traveling to or they're traveling to and you can enter in your location like that you can

see the map on the right hand side what that looks like or what you can do is another option instead of just entering the location is you can actually select radius so let's say I wanted to advertise within a 20 M radius of bath CU I'm willing to travel I think my customers are willing to travel then I

can go with bath England include plus the 20 miles and you can see that's obviously a much larger area and you can adjust this you can do 10 miles instead um there's all sorts of things that you can can specify to to make sure you've got the right target area Okay so that's

what I recommend you do and that's what just about everyone does anyway so nothing new and different here but if we come out of that bit there and then what a lot of Google advertisers advertising for local businesses don't do is they don't click on this location options section and this is really really

important okay so here we've got two options we've got include people who are classified as presents or interested in the location we've selected so you can see Google's uh extra information here presence or interest people in regularly in or who've shown an interest in your included locations or we've got the second option which is presence people

in or regularly in your included locations now it is very important for your local business to switch to this one because just think about what's included in that first option people who are in regular which is the same or who've shown an interest in your location now the reason why I chose bath

is because that's a famous tourist destination if you're outside the UK bath has a lot of tourists it's a very pretty city um it has Roman bath there literally where the name comes from it's probably the most famous well-known piece of Roman architecture in the UK people travel all over and people travel

internationally as well so with this setting people interested in there are tons of people that are interested in bath as a place that'll be searching for it that'll be looking it up that will planning to go have been um you do not want to be advertising to those people who might be in other parts of the

country they might even be International that you cannot serve as a business that is a complete waste of money so this is obviously going to be more important depending on your location so if you're operating somewhere where people travel for tourist purposes or for business purposes like if you're doing this in London people traveling in and out all

the time um that's a real issue and you only want people who are in or regularly in your location and therefore the people that seeing your ads are far more likely to actually live there or actually work there and if those are the only people you can serve you will waste far less budget by setting things up

this way it's just a simple click very few people know about it it can make a big difference now there are some other things you need to be aware of when it comes to uh location targeting we'll get to those in a second before I do I just want to quickly let you know about our

done for you Google ad services so if you want my company to create manage optimize Google ad campaigns for you take that workload off your hands help you get much better results than what you've been able to do uh doing it yourself most likely uh we can do that that's exactly what we do it's what we

specialize in there is a link in the video description you can click on that come through to a page and our website have a free no obligation call with one of my team members just to find out more about how we can help so if that sounds interesting go ahead and book that free

call and hopefully we get a chance to work together even though this second option is clearly better and there's a big Improvement because it's not including the people that are interested in our included locations there's still potential for some issues here in terms of reaching people that aren't actually located where you want them to be and

you can see the second option present people in or regularly in your included locations well if you're advertising in New York there are lots of people that will regularly be in New York that don't live in New York and if you are a landscape Gardener that operates solely in New York that might not be the best

place for a landscape Gardener cuz I can't imagine there are many yards many Gardens but you know what I mean a roofer that just operates in New York um you still don't want to reach people that live in other parts of the state or other parts of the country or even internationally that regularly are in

New York cuz that's a place where that happens a lot right so there are things you want to do on top of changing this setting in order to make it less likely that your ads will be shown to and people will engage with them from the wrong location so I'm just going to

scoot through uh all the settings this is not how I set things up I'm going to skip through this I just wanted to get and I'm going to go down through keywords and I wanted to get into this ad section because I think one of the best ways to help solve this problem

further is to use the call out method and you can do that in your Google ad headlines and make it really clear where it is you're located and if someone is searching and they're not in the right location they're therefore far less likely to click and that means you haven't wasted money so for example we

could put in here in this headline bath based roofers we can put in bath base we could put in uh New York based d d like whatever you happen to be right whatever your location is and therefore if someone is shown an ad because they were recently in bath but but they're actually 100 miles away and there's no

chance that they would hire you know a business in your category from 100 miles away or work with them they're far less likely um to click so you want to go ahead and add things like this into your headline and an extra bonus to make sure that if this is a real problem for you

and you're seeing this consistently you can actually pin one of the headlines say look I always want this bath based roofers in position one because I want that in the headline every time if not if you add in a load of headlines you might not have that location specific headline actually um show up and

therefore it might not have the uh desired effect also just as a side note when you are advertising local businesses being local and saying that you are local is usually beneficial because people want to work with local companies and this added trust and all that sort of stuff I would also say that

you want to take this one step further and not just do this at the ad level because it's going to affect who clicks right basically what you're doing by doing this is putting off some of the people who might click on your ads who aren't in the right location but you want to go one step further and also

make it very clear on your website the area in which you operate because that'll make it far less likely that people that do click if they aren't in the right location they don't actually go ahead and convert because no matter what we put in our ad and what's in our search times like some people from the

wrong locations are are going to make their way through because they're not paying attention they're clicking through so that extra final layer is to have you can have it right above the contact form um in your on your website like where people are actually going to go ahead and become a lead you could

have something like you know uh bath based roofers serving bath and the surrounding area like really obvious clear it's absolutely fine to have and that'll make it less likely that those that make it all that way go oh we're actually not in Bara surrounding area um I won't go ahead and become a lead and

that's important in terms of the optimization of the campaigns because and here is one thing I want to just jump back to now is bidding remember I said earlier that we're going to go with conversions if you are optimizing for conversions with your Google ad campaign and you're optimizing people becoming a lead if you can put people off from a

lead by calling out your location in the ad and then further clarifying it on your website where people become leads that makes it far less likely that people outside of your location Target area in terms of where they live are actually going to become leads that's great because if Google is seeing that

those people aren't becoming leads they will then optimize your campaign because you said I want conversions I want leads to not put ads in front of those people and they will instead put ads in front of people that are more likely to become leads more likely to convert which is of course people actually within your

target area that you can serve or that can travel to your business or whatever it happens to be so that's why getting the right bidding strategy as conversions combined with these steps call out method in the ad further reiterating it in the um well the landing page or the the contact page or

how wherever it is that people are about to become a lead have it right there that can help put off those people help optimize the campaigns and that combined with changing those location targeting settings can really improve the campaign in terms of who it's put in front of from a location standpoint and make sure

that your budget is only being spent on people that actually in the location that you want to be cuz that could be really frustrating for Google advertisers to feel like I'm just wasting money cuz look I've gotten a lead a lead from halfway across the country I can't serve them um and you

can avoid it with by taking these steps okay so if you enjoyed this video please go ahead and subscribe and let me know in the comments your feedback is always really welcome and I will see you on another video