The world of digital marketing is always changing, and Google always seems to be at the head of the charge. Google’s AdWords platform is at the forefront of all things PPC (pay-per-click) advertising, and the Google team is constantly coming up with new innovations for us to utilize in our marketing efforts. Today, we take a look at one such innovation that has the potential to drastically alter the way we advertise online.
Today’s topic is especially important to local businesses. Google My Business has always gone hand-in-hand with Google AdWords. Both platforms provide potential customers with answers when they are searching for a particular product or service. AdWords has always utilized keyword lists in order to match relevant ads with the right customers at the right time.
For instance, if I own a shoe store in Chicago, I would set my keyword list with relevant search topics such as “shoes” or “sneakers for sale in Chicago”. When a potential customer in the Chicago area searches for one of the keywords on the list, an instant ad auction occurs as businesses bid to show their ad for shoes. The winning ads are displayed nice and pretty at the top of the Google results page, often referred to as a SERP (search engine results page). This has been the formula for success in the world of PPC, but that may soon be changing.
Google My Business is all about developing a strong presence online in the local community. Let’s say you run a Chinese restaurant in San Antonio. When someone searches for “Chinese food” within a few miles of your restaurant, your business profile will likely appear loaded with information including your hours of operation, phone number, reviews, star rating, menu and even photos of the outside and inside of the restaurant. Google used its Google My Business and Location Tracking technology to give the most relevant result to the consumer – your business page!
Google is testing out this method on Google AdWords for select businesses. Businesses involved with this demo will no longer need lengthy keyword lists. Instead they will be found by the use of the local tracking data that Google has. These new ads are called Local Services Ads. As an AdWords user, you still pay Google for leads as they come in, but the way they are collected and converted is different due to these changes.
We are excited to see how Google AdWords continues to evolve as a platform, and as always we can’t stress enough how important it is to stay up to date on these developing trends. Need help with your PPC? Contact us today at SteerPoint.