Using Google Maps on a mobile device has become an integral part of most of our daily lives. Over one billion people use Google Maps every month. Now, with proper PPC management, local business owners have the opportunity to take advantage of this incredible pool of potential customers to drive business to their brick-and-mortar store. Now, if a Google Maps user performs a search, ads for nearby businesses of that type will appear at the bottom of the screen. These results include a title, ad text, and a link for directions to your store.
When a user taps the ad or swipes upward, they will see additional information about your business, such as business hours, a link to your website if available, and options to Call, Save Location, or Share Location. Standard Cost-Per-Click charges apply. An additional CPC charge will also apply if a user clicks to call your business. However, Saving or Sharing the Location or getting directions to your business will not incur any additional charges.
Once your ads are set up, a new feature in your Google AdWords account allows you to see data for these types of clicks. Called “Get Location Details,” you can see the number of clicks, or times someone swiped or tapped the ad, impressions, Click-Through-Rate, Average CPC, Cost and Average Position. In order to view this data, click on the Campaigns tab in your AdWords account, then choose the drop-down menu in the Segment tab and select Click Type. You can also view the number of “free clicks” (action to Save Location, Share Location or Get Directions) in the Dimensions tab by selecting Free Clicks.
In order for your ad to be eligible to be shown, you must have Location Extensions enabled in your AdWords account. To add a Location Extension, click the Ad Extensions tab in your campaign. You can either select an address from an existing Google Places account if you have one, or manually enter your business address or addresses.
You must also be opted in to advertise with Google Search Partners in your campaign network settings. To do so, go to the Settings tab of your campaign, and click Edit next to the Networks setting. Make sure the box next to Include Search Partners is checked.
Ads for Google Maps are just another powerful tool at your disposal. Why not take advantage of the opportunity to turn Google Maps users into new customers?
Looking to get more foot traffic to your store? In February of this year Google rolled out their new ad extension, Offer Extensions. With offer extensions and proper PPC management you can now attach a coupon, rebate or discount offer to your Google AdWords campaigns or ad groups that are redeemable in-store only.
Setting up your Google AdWords offer extension is pretty simple. First you will need to go into the Ad Extension tab in the interface. Next you will want to click the new offer button at the bottom of the screen. From there you just need to enter the details of the specific offer you would like to make: redemption dates, offer code, your terms and conditions, devices you would like to target, etc. When a shopper clicks on your extension you are charged the same amount you would if they clicked on the headline.
Here’s an example of what an offer ad will look like to potential shoppers on desktops or tablets:
Once a shopper clicks on the view offer button they could be given a couple of different options based on the offer code that you pick. They will be brought to google.com/offer where they can view the offer. Then they can either print a coupon or save it online to their “My Offers” page.
Here’s what the Offer looks like to someone who clicks it:
The great thing about this new extension is that now businesses have a new way to track and promote foot traffic into their stores from PPC and they can now turn online users into in-store traffic. Have you seen a new offer extension while searching on Google?
One of the great PPC management features of Google AdWords is the ability to pull in Analytics data straight to your AdWords account. Although limited in scope, it provides detailed information such as Bounce Rate, Page/visit, Average visit duration and % of new visits. These are all very interesting statistics to see being imported into your AdWords account but what use can they actually provide? The answer is, quite a bit. Let’s take a look at a single instance and how it can benefit you.
Online retailers with an extensive inventory can be overwhelming to keep up with, especially when the client is adjusting inventory without notifying you of the changes. Let’s say a particular client had a furniture store that had hundreds of products and product lines that you have individual campaigns, ad groups and keywords for. Unfortunately you are not sure if the inventory is being updated without you knowing, and yet you want to keep one step ahead of the client.
You can start the process by sorting your ad groups or keywords by bounce rate from highest to lowest. The reason for this is that a pattern of high bounce rates suggest that the landing page is not relevant to the searchers needs. Although it is possible that other reasons exist for the lack of page interest, a common theme tends to be that the page is not doing what you intended it to do. From here it now only takes a few easy steps to uncover the problem at hand.
Continue by filtering out all 90-100% bounce rates (this is all relative to each accounts particular history) and then individually check the items with significant data points, usually more than just a few clicks, to see where the link takes you. I would be surprised if you did not find several items that were no longer available or had their URLs changed. Now you can go back to the client and present your proactive findings before huge dollars had been wasted on useless clicks.