Drive Offline Sales with Online Ads: Google Best Practices
Drive store traffic with location extensions
Tips to help drive foot traffic to your business with AdWords.
The key to driving store traffic from the web into your physical location is letting customers know you’re close by and that you have what they’re looking for. If a nearby customer is researching for products or services in your neighborhood, your campaigns can help bring them closer (literally) to making a purchase. Whether it's providing instant directions to your store or giving folks the option to call you for more information — you want to deliver the most convenient shopping experience possible to your potential customers. With some enhancements to your campaigns, you’ll be able to deliver the right ad to the right customer, based on where he or she may be.
In this section, we’ll show you how to:
- Set up your business locations with Google
- Use location extensions to enhance your ads with locally relevant information
- Develop the best targeting and bid strategy for potential customers who are close to one of your business locations
Running a successful campaign that drives in-store traffic begins with setting up your location. Here’s how you do it:
Show ads with more locally relevant information with location extensions.
Ad with location extension as seen on a mobile device
Use the ads preview tool to check on how your ads appear in specific locations. Check that it’s the experience you’d like to provide to a customer close to your location.
The videos in this guide reference the previous version of AdWords. Learn how to check which version you're using.
Location extensions are great for helping on-the-go shoppers locate your business location - showing things like your business address, phone number, and a map marker with your ad text. In this video, we'll cover how to add location extensions to your ads in 3 steps.
You’ll need to link Google My Business to your AdWords account to start using location extensions. If your business has 10 or more locations, the Google My Business Locations dashboard offers easy bulk management for all your locations. You can edit your business information in one place and your verified locations will update across Google Search, Maps, and AdWords.
Opt your search campaigns into search partners so that your ads are eligible to show in Google Maps. And if your ads have location extensions enabled, they’ll also be eligible to show as ads on the map itself. For Display campaigns, your enabled location extensions will also feature your business address, store hours, Google Maps directions, and photos.
Next, let’s set up your targeting so you can bid smarter for customers who are located close to your business.
Use location extension targeting to reach folks close to your business.
Let’s say you’ve got a campaign that targets the entire country for your website orders. But when someone is close to one of your locations, you’d like that person to pay you a visit instead. For the same campaign, you can set a radius around your stores using your location extension addresses. This will allow you to bid higher for potential customers located closer to your business should you find that they’re more likely to convert.
In this video, you’re going to learn how to use your location extensions to better reach consumers searching for you nearby. This will help increase the likelihood that your ads will show up for folks searching nearby and may be more likely to buy.
Step 1: Set a radius around each location extension address that makes sense for your business. Keep in mind that a larger radius may be needed for a location that’s based in a more rural area while a smaller radius may give you adequate coverage in a more urban area.
Keep in mind that targeting too narrowly can significantly reduce the number of impressions your ads are eligible to receive. When it comes to geographic targeting, AdWords requires that very specific criteria be met before showing your ads.
When editing locations in your campaign settings, you have the option to select “Location extension targeting” so that you can set a radius you’d like to target around each location extension.
Remember to take a look at the distance report for your location extensions to help find the best radius to target. The report tells you how your ads perform by the distance a customer was from your business when she saw your ad. You can start off by targeting a broader area and then refine based on this report.
If you have multiple store locations that are close to a customer, your ads are eligible to show multiple location extensions on mobile. This gives users the ability to choose the most convenient location to visit.
165 University Ave, Palo Alto, CA
2675 El Camino Real, Suite B, San Jose, CA
Ad with multiple location extensions as seen on a mobile device
Step 2: Adjust your bids for the radius you’ve targeted around your location extensions.
In your campaign settings, the location extension targets that you’ve set up in the first step can now be used as locations for bid adjustments.
You can also create levels of bid adjustments based on proximity. Going back to the example of a campaign that covers the entire nation: let’s say you find that shoppers located 10 miles from your business are 25% more likely to make a purchase while those within 1 mile are 50% more likely to buy. You can use location bid adjustments of +25% and +50% on searches that happen within 10 miles and 1 mile of your location, respectively.
You can also use ad scheduling bid adjustments to increase bids during operating hours. That’s when potential customers can actually make a purchase at one of your locations.
Ensure that your keywords (e.g., “coffee” or "cafe") are also matching for local searches (e.g., “coffee near me” or “cafe in San Francisco”) by including their phrase and broad match variations. This way, you save time from having to add and manage all possible combinations of keywords and location names.
In this video, we'll cover keyword best practices when it comes to local campaigns - specifically, how to ensure your ads are showing up for all the local searches happening around your business locations.