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Google Ads Introduces New Ways to Promote In-Store Sales

Google Ads is rolling out new ways for local businesses to advertise in-store sales.

According to Google, searches for “on sale near me” have grown by 250% over the past two years.

To help advertisers take advantage of this influx in search volume, Google is bringing the following capabilities to local campaigns.

Optimize for calls

In the next few weeks, advertisers will be able to set up local campaigns to drive calls to businesses. This will be available even if store visits measurement isn’t set up.

Location groups

Advertisers can now promote a subset of business locations by creating location groups. This will make it easier to create ads for promotions that are specific to those locations.

Asset reporting

Advertisers can gain better insight into their creative performance with new asset reporting.

These reports can be used to see which messaging and assets work best together.

Local inventory ad promotions

Promotions can now be added to local inventory ads to highlight in-store offers on inventory that’s currently in stock.

Google Ads Introduces New Ways to Promote In-Store Sales

Improved smart bidding

Google is introducing seasonality adjustments to smart bidding which will factor in expected increases in sales when optimizing bids.

More in-market audiences

Google is expanding in-market audiences with more segments across categories like beauty, sports, education, and real estate.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads Introduces New Ways to Promote In-Store Sales How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.


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