Last updated on November 3rd, 2021
Once the Ads Module has been enabled for you, the creation and editing of campaigns will be possible.
If you manage more than one location, you can create campaigns at two levels, at a location level or at an account level.
If you manage one location, you can only create a campaign for that single location.
Go to Ads by entering the profile of any of your locations and navigating to "Ads" in the top-bar menu. This way you will be creating Ad campaign(s) for that specific location only.
You can also enter the "Ads" via the menu on the left. This way you will be creating ad campaign(s) for multiple locations at once.
You can define which type of campaign you wish to create in the Ads start page.
You can also change the campaign's objective within the creation process, but only before a campaign is published for the first time.
You cannot select both options within the same campaign, you can, however, create two campaigns of a different type for the same location(s). It also worth mentioning that 1 campaign represents 1 location, it is not possible to create 1 campaign for 2 or more locations.
When you start a new campaign, you will be directed to a creation page in which you can set all the parameters needed.
It is possible to create a campaign for one single location or several campaigns for a prefered selection of locations.
This product is a great way to promote your locations which could improve their online presence.
This is also a great tool to address your audience with a specific message or call to action.
Before choosing a location ask yourself, does this location get enough phone calls? Maybe it is getting more visits asking for one product while the others seem to be neglected by the customers?
These are the types of questions you need to ask yourself in order to develop a proper strategy for advertising your different store locations.
The radius in kilometres can be defined by you and determines the maximum distance away from your business a potential client can find him/herself when viewing the campaign.
If the person finds itself outside this radius, your Ad will not be shown. Commuters, however, might still see your ad, even though they are not in your target region anymore.
This is up to you, depending on the type of Ads you choose (directions, calls, website clicks) and on your product or service.
Location Visits - we recommend keeping it fairly small, a radius of several kilometers will be ok. If you are looking to attract people walking next to your business, we would recommend not to target over 3km. If you are looking to attract people driving by car, we recommend not exceeding 10km.
Calls & Website Clicks ads - Radius is flexible here. Feel free to target any radius or postal that are relevant to your business’ service area.
Keywords are the main idea behind targeting in Google.
If you choose a keyword, it means your ad will be shown to people who are searching for that keyword or related phrases.
As a default, the keywords of your campaign will be determined based on the keywords you have assigned to your location under "Basic Data" (Location Profile level).
As a rule of thumb, you should choose the names of your products and services as keywords. Try to avoid writing features as keywords, such as “free delivery” or “open 24/7” since then your ad be shown to irrelevant types of searches.
A good way to validate your keywords and make sure they are relevant, is going to Google itself and typing the keyword there.
Look at the results, do you think your ad will fit well on the search results? Can you imagine people typing that keyword, seeing your ad and clicking on it?
If the answer is yes, then it is a relevant successful keyword.
A short description will help highlight your core products and services to trigger the interest of your potential clients.
A call to action will help clarify to the user what experience they are about to go through (call, visits a store, etc).
The better these texts are written, the higher the match between you and your potential customers.
The call to action would be the text a potential customer sees and decides whether to click the ad or not.
You should include a short, compelling text that would encourage the customer to click on the ad and to give him/her an idea of what will happen after the click. (forwarded to a call, map navigation or a website visit).
The description would be the text a potential customer sees and decides whether to click the ad or not.
This text should contain a short summary of what the client can find at your location and explain what your business can do for the client. Keep it simple and highlight your services and USPs to the reader.
Campaigns have a time duration. This duration is determined either by a start and end date decided by you or by the budget. If the budget of your campaign runs out before the time period is over, your campaign will no longer be shown.
A budget is the daily or total sum of money that you will invest in your advertising campaign.
You should invest a minimum of 5€ per day to be able to generate some results but with some industries, since advertising competition is high, you might need to increase that sum to a minimum of 10€ / day.
Go to Google and type your main product / service in the search bar. If you see many ads popping up in the search results page, then it's definitely competitive and a higher budget should be considered.
Once you click publish, your campaign will go live. You can also click "save as draft" and come back to publish your campaign later.
If this is your first campaign made, you will need to:
Once you click "publish" this pop up message will appear:
Click "payment settings" and simply add your payment method to the system.
The system will need to acquire permissions to manage your ad campaigns on Google. You will see the following screen:
Please go through the connect flow and make sure to use the same Google credentials as were used to connect to Google location directories in the first place.