There are a lot of best practices for local business running paid advertising on search engines. But one of the easiest and most important things local businesses can do to maximize their search advertising ROI is to turn on location ad extensions. Here are three reasons you need to enable location extensions in your Google PPC ads.
1. They help your ad appear in results beyond Google desktop search.
Google’s location extensions are required for ads to show up local search results and Google Maps. Local search and maps inventory is extremely valuable because people searching for location-specific information may have a high purchase intent and therefore are more likely to call or visit a business. And, 4 in 5 consumers use search engines to find local information, so if you don’t turn on location extensions on Google in your pay per click ads, you could be missing out on a lot of potential leads from local searchers.
2. They encourage mobile users to call or visit your business.
Now that more than half of all searches are conducted on mobile devices, you should be optimizing all your search engine marketing for mobile search, and your ads are no exception. Enabling location extensions improves the life of your ad on mobile. Mobile ads with location extensions can include buttons for click to call or get directions. These types of ads are not only more likely to be displayed in a mobile search result, but they are also more likely to drive conversions from your target consumers, since 78% of local-mobile searches result in offline purchases.
3. They impact your overall search ad performance.
In addition to your bid amount and quality score, the format of your ad actually has a lot to do with your ad’s placement and performance. Google favors ads that not only have the most relevant content, but that also have the best extensions enabled for the available inventory. As long as you have content or links required for the available ad extensions, taking advantage of them can boost your ad’s visibility in search results. And, because ad extensions give you more space outside of the core ad format to promote your business – such as your local address, phone number, and business hours – they can help improve your ad’s click through and conversion rate.
Setting up Your Location Extensions
To enable location extensions, you must first use Google My Business to manage your local business information. It’s imperative to ensure your business name, address, and phone number is correct and consistent with what’s on your business website.
Once you have your profile established on Google My Business, use your Google AdWords account to link your extension with your Google My Business account. Google allows you to apply your location extensions to multiple campaigns and groups or to remove addresses. Learn more about using Google Ad Extensions.
Are you using location extensions to improve your Google ads? Let us know in the comments!