National brands often create blanket campaigns using agencies that do not take the time to target ads based on specific local audience interests. We are going to take a look at a few ways local and regional brands can differentiate themselves by the way their Google AdWords campaign is setup.
AdGroups are the most important aspect of any Google AdWords campaign. AdGroups allow you to create headlines and ad copy specific to each area within your business. For example, if you run a restaurant food supply company, then you would want to create AdGroups specific to each category of your business like deli meats, seafood, produce, etc. By creating separate AdGroups within each area of your business, your potential customers searching for “restaurant seafood supplier” will see an ad at the top of the Google search results page with a headline reading “The Best Restaurant Seafood Supplier”. You can then land your potential new customer onto a page with headlines, copy and images specific to the seafood supply sector of your business.
Another commonly overlooked aspect of AdWords is the “click to call” feature. With the growing prevalence of mobile device use within all customer segments, it is more important than ever to ensure that customers searching on their phones can easily click to call your business. Google’s call extensions allow customers to call your business directly through the Google text ad on the search results page without ever having to go to your website.
If you look closely at the top ads within Google search, certain ads will often jump out at you because in addition to including a headline link, they provide up to four website links underneath the main copy leading directly to specific sections of their website. These links are called site link extensions. Site link extensions help separate you from your competition by providing additional information with links to your business’ website.
Google AdWords presents a huge opportunity for local and regional businesses to grab market share from larger corporations. Using Google AdWords, you can distinguish yourself with headline copy that resonates with users more than the that of your larger competitors. However, to get the most out of AdWords, it needs to be managed by someone who is going to take the time to understand your business from all angles, work closely with you to understand your budget and genuinely cares about the success of the AdWords campaign. You must work with someone who will dedicate the time and energy to first understand your business, then build a campaign based upon your business needs, measure the results and continuously adjust the campaign based on data.
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