Hannah Zora Strong has spent the last 14 years managing and auditing 100s of Google Ads accounts, and regularly shares her expertise at many Google Ads conferences. She’s worked for some of the biggest agencies in the UK, and for the last 4 years has been running her own called Zora Marketing.
In this episode, Hannah takes us through how to use Google Ads for local advertising, from setting up your Google Business Profile and tracking store visits to using Performance Max and local inventory ads to drive more customers to your stores.
Dive in:
[05:39] Linking Google Business Profile and Ads
[07:41] GA4 and Business Profile merge
[12:07] Setting up local Google Ads
[13:39] Using Performance Max for ads
[17:50] Setting campaign goals and optimization
[21:27] Setting up local inventory ads
[24:28] Insider Tips from Hannah!
Connect Your Google Business Profile to Google Ads
If you have physical stores, your Google Business Profile is the starting point for local Google Ads. Make sure each location is owned, accurate, and linked to your Google Ads account. This lets you connect ad activity with actions such as store visits, calls, website clicks, and directions. It also gives you a stronger foundation for local SEO and reporting.
Use Performance Max and Local Inventory to Reach Nearby Shoppers
Performance Max can help retailers put their products and physical stores in front of local shoppers across Google, including Google Maps. Local inventory ads take this further by showing shoppers which products are available at a nearby store. Together, these tools can connect online product searches with store visits and click-and-collect sales. The key is to make sure your product, location, and stock data are accurate so Google has the right information to show shoppers.
Give Google the Right Data to Optimise Your Local Campaigns
Good local advertising depends on good conversion data. If you want Google to optimise for store visits as well as eCommerce sales, give those visits a realistic value based on your average order value and in-store conversion rate. Then keep reviewing performance by location and exclude areas that waste spend. Hannah's wider advice is to get conversion tracking right from day one, so Google's automated bidding has useful data to work with.
Takeaways:
Find the notes here: https://keepopt.com/320
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