The best Google tools for your local marketing
Posted: Sat Dec 28, 2024 7:13 am
In the space of a year, searches for “open now nearby” have increased by more than 400% 1 . Consumers now need to turn to their preferred search engine when they want to find your brand and your different points of sale. It is therefore your online presence that will influence the consumer’s decision to visit and sometimes even their final purchase decision.
In this article, we detail the best Google tools for your natural and paid SEO as well as the best practices to know in order to optimize your local marketing .
1. For your natural referencing
2. For your paid referencing
Conclusion
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1. For your natural referencing
Google Business Listings (GBP)
Your business listings are essential to your web-to-store strategy buy iceland cell phone number list because they make it easier for your customers to find you during their local searches. People can also contact you and get directions more easily using Google Maps. Finally, they highlight your information and news to encourage customers to visit you.
To optimize the referencing of your files and generate traffic in store, it is imperative to provide this information:
Business Name: Promote your brand in local searches.
Category: Allow Internet users to identify your services and your sector of activity.
Phone number: Allow customers to contact you quickly.
Street Address: Allows customers to access Google Maps directions to the store and helps Google determine your catchment area.
Website: Encourage Internet users to find out more about your brand and direct them to a dedicated landing page.
Opening hours: indicate opening hours to allow customers to avoid making unnecessary trips and to be reassured about the reliability of your information.
Description: improve your SEO when you insert keywords and highlight your core business, your expertise or even your experience.
Attributes: Tell the customer how to make an appointment or how to contact your establishment.
Don't hesitate to use Google Posts to liven up your profiles by sharing your news, your latest releases, your upcoming events, etc.
The best Google tools for your local marketing
2. For your paid referencing
Local campaigns
The goal of local campaigns is to generate in-store traffic and thus increase your sales by highlighting your products to a target audience. They allow you to easily promote your stores on Google tools such as Maps, YouTube, Gmail or the Google display network.
For them to be effective you must:
Define the addresses of the points of sale that you wish to highlight by associating your GBP files for example or by selecting affiliated locations.
Indicate a budget and what you want to highlight in your ads.
Add text and images/videos by customizing them locally.
For example, you can announce the opening of one of your points of sale, special offers to be used in store, new opening hours, an in-store event, etc.
Google's algorithm takes the information given and optimizes bids, placements, and ad combinations to help you show up on other Google tools to a target audience and therefore optimize in-store visits.
In-store product announcements
In-store product ads are designed to increase in-store traffic by showing the products available at your various points of sale. When a user clicks on your ad, they are redirected to your establishment's showcase page (page hosted by Google) or to a dedicated landing page on your website.
You therefore highlight the products available at nearby points of sale and can indicate the different ordering options (drive available, same-day collection, later collection, etc.).
Thanks to these announcements:
You promote your inventory in-store by indicating which products are available and where, saving the customer an unnecessary trip.
You present your store on the Internet thanks to the showcase page of your point of sale on Google.
You highlight your in-store pickup options from your product ads.
You measure your performance by assessing the impact of your ads against your online and physical goals.
Smart Bidding Strategies
When it comes to smart bidding strategies, they have two business goals:
Generate more sales and/or leads and get the most conversions possible by optimizing your ROI.
Increase your profits and get the most conversions possible by optimizing your ROAS (return on ad spend).
To do this, they use all the data from your campaigns to optimize their results. Moreover, we advise you to measure your performance over long periods in order to be precise in analyzing your results and to insert relevant keywords in your campaigns that generate less traffic.
Ultimately, they allow you to:
Establish more reliable forecasts using machine learning algorithms on the impact of your auctions, particularly on potential conversions or their value.
Better target by taking into account several attributes about the customer or their context at the time of the auction in question (device used, geographic area, day of the week, time of day, etc.)
Set performance goals and customize your settings based on your different business objectives.
Improve your performance with a more precise view of your auctions in order to correct any weak points.
So you maximize your total sales by highlighting the right bid to attract your customers.
4. Conclusion
You now have the best Google tools at your disposal for your local marketing strategy. Now you need to coordinate your campaigns and make your online presence a real showcase for your brand and your different points of sale. However, it is not always easy to synchronize your actions and make them relevant to the consumer. So don't hesitate to use solutions that will allow you to centralize your actions and therefore make them consistent across your network.
In this article, we detail the best Google tools for your natural and paid SEO as well as the best practices to know in order to optimize your local marketing .
1. For your natural referencing
2. For your paid referencing
Conclusion
Blog articles banner (96)
1. For your natural referencing
Google Business Listings (GBP)
Your business listings are essential to your web-to-store strategy buy iceland cell phone number list because they make it easier for your customers to find you during their local searches. People can also contact you and get directions more easily using Google Maps. Finally, they highlight your information and news to encourage customers to visit you.
To optimize the referencing of your files and generate traffic in store, it is imperative to provide this information:
Business Name: Promote your brand in local searches.
Category: Allow Internet users to identify your services and your sector of activity.
Phone number: Allow customers to contact you quickly.
Street Address: Allows customers to access Google Maps directions to the store and helps Google determine your catchment area.
Website: Encourage Internet users to find out more about your brand and direct them to a dedicated landing page.
Opening hours: indicate opening hours to allow customers to avoid making unnecessary trips and to be reassured about the reliability of your information.
Description: improve your SEO when you insert keywords and highlight your core business, your expertise or even your experience.
Attributes: Tell the customer how to make an appointment or how to contact your establishment.
Don't hesitate to use Google Posts to liven up your profiles by sharing your news, your latest releases, your upcoming events, etc. The best Google tools for your local marketing
2. For your paid referencing
Local campaigns
The goal of local campaigns is to generate in-store traffic and thus increase your sales by highlighting your products to a target audience. They allow you to easily promote your stores on Google tools such as Maps, YouTube, Gmail or the Google display network.
For them to be effective you must:
Define the addresses of the points of sale that you wish to highlight by associating your GBP files for example or by selecting affiliated locations.
Indicate a budget and what you want to highlight in your ads.
Add text and images/videos by customizing them locally.
For example, you can announce the opening of one of your points of sale, special offers to be used in store, new opening hours, an in-store event, etc.
Google's algorithm takes the information given and optimizes bids, placements, and ad combinations to help you show up on other Google tools to a target audience and therefore optimize in-store visits.
In-store product announcements
In-store product ads are designed to increase in-store traffic by showing the products available at your various points of sale. When a user clicks on your ad, they are redirected to your establishment's showcase page (page hosted by Google) or to a dedicated landing page on your website.
You therefore highlight the products available at nearby points of sale and can indicate the different ordering options (drive available, same-day collection, later collection, etc.).
Thanks to these announcements:
You promote your inventory in-store by indicating which products are available and where, saving the customer an unnecessary trip.
You present your store on the Internet thanks to the showcase page of your point of sale on Google.
You highlight your in-store pickup options from your product ads.
You measure your performance by assessing the impact of your ads against your online and physical goals.
Smart Bidding Strategies
When it comes to smart bidding strategies, they have two business goals:
Generate more sales and/or leads and get the most conversions possible by optimizing your ROI.
Increase your profits and get the most conversions possible by optimizing your ROAS (return on ad spend).
To do this, they use all the data from your campaigns to optimize their results. Moreover, we advise you to measure your performance over long periods in order to be precise in analyzing your results and to insert relevant keywords in your campaigns that generate less traffic.
Ultimately, they allow you to:
Establish more reliable forecasts using machine learning algorithms on the impact of your auctions, particularly on potential conversions or their value.
Better target by taking into account several attributes about the customer or their context at the time of the auction in question (device used, geographic area, day of the week, time of day, etc.)
Set performance goals and customize your settings based on your different business objectives.
Improve your performance with a more precise view of your auctions in order to correct any weak points.
So you maximize your total sales by highlighting the right bid to attract your customers.
4. Conclusion
You now have the best Google tools at your disposal for your local marketing strategy. Now you need to coordinate your campaigns and make your online presence a real showcase for your brand and your different points of sale. However, it is not always easy to synchronize your actions and make them relevant to the consumer. So don't hesitate to use solutions that will allow you to centralize your actions and therefore make them consistent across your network.