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- [Teacher] Hey, and welcome to another episode of Weekly Marketing Tips. I'm Brad Batesole, and this week, we're looking at getting started with local search ads on Google Maps. If you're a Google Maps user, you're likely used to seeing these red dots after you've run a search. They indicate landmarks, businesses, or other places of interest. But you'll likely come across, if you haven't already, one or two of these purple dots. And this indicates a promoted listing. It allows your business to visibly stand out from the rest of the locations in your area.
Now this is a relatively new feature to Google Maps, and there are a few steps to get started. Now I'm going to already assume you have a Good AdWords account. So from there, there's four things that need to happen. You need to set up or update your Google My Business listing. We'll then enable location extensions. You'll then need to be using location targeting on your campaign. And then you want to optimize your keywords. So let's walk through this together. First thing's first, you want to get set up in Google My Business.
If you haven't already done this, you go to business.google.com and follow the prompts to get your business set up. In order to be verified, you'll have to wait a few days for a postcard to be mailed to you. If you already have your listing set up, I encourage you to explore the listing and verify that all the details are as accurate and filled out as possible. You want everything from your phone number to your hours to your location to be put up exactly how it is because once you set up the ads in AdWords, it's going to pull this data from Google My Business.
I'm going to close out of the Google My Business tab and step over into Google AdWords. So let's start from the campaign process. We'll go ahead and create a new campaign; in this case, it only needs to be on the Search Network. Now I'm not going to dive into the specifics of how to set up a great campaign, how to build good ad groups, and so on and so forth. If you'd like to go into those details, check out my course on Google Adwords Essential Training. For the purpose of this marketing tip, I'm going to focus on just what it takes to get your local ads running.
So go ahead and give this a name for the campaign, Search Network only is sufficient, you can deselect search partners, we only need to run this on the Google Search Network. Now I will point out that Google AdWords is not going to allow you to specifically distinguish that you want to run your ads on Maps. It is still going to run your ads in the Search results. But we can make some decisions here that'll help refine this campaign so that it's most likely only going to be showing up in Maps or in those limited cases where somebody is searching on Google for your specific location.
Next, you'll want to set up location targeting, and this is where you want to select where people are going to be that you're targeting to come to your local business. For this Smog Shop example, I'll put in Santa Barbara. From here, I can select the options. Here I can choose Santa Barbara the city or Santa Barbara the county. I'm going to choose the city. And if I wanted to, I could include other areas, such as Carpinteria, which is another city nearby Santa Barbara. Scroll down, we can verify the language, English, and from here, we can identify our bid strategy.
In this case, I'll go ahead and leave it as Manual CPC, and I'll leave Enable Enhanced CPC, and we can give a default bid. Set our budget per day. Now at this stage, you can enable the location ad extensions, but the interface for doing it within this view is a little clunky, so I recommend simply choosing Save and Continue and we'll come back and add that location later. From here, we need to create our ad group. I'll simply call this Smog Shop Specific, and this is where we add in those specific keywords.
Now you want your keywords to be highly tailored to these local searches. Now in this case, you don't have to necessarily add smog shop santa barbara, since we're always tailoring the results to only searches within Santa Barbara. If I just add smog shop, smog check, smog test, and so on, it's going to automatically set up those keywords in such a way that if someone did search for Santa Barbara or Carpinteria, and they were within the location that we targeted, the listing is going to show up. Now I do recommend that you pay careful attention to match types, and this is where getting a little bit deeper into the inner workings of AdWords will help.
In this scenario, this is a very generic set of keywords, and you might want to add negative keywords to prevent searches for, say, smog shop reviews or smog shop listings, and so on. You really want to identify the specific keywords or the related match keywords that people are going to be looking for when they're interested in visiting your specific business. From here, I'll choose Continue to Ads. Here's where we're going to create our text ad. Now if you recall, the ad we saw in Google Maps doesn't look anything like this.
However, we still need to create a text ad because our ads can show up both on Search and Google Maps. Here I'll add in the URL, let's say smogshop.com, and go ahead and create the ad as you would. I'll select Create Ad, and Save and Finish. From here, now that we're within the campaign, I'll select Ad Extensions, the tab at the top of the screen. Here we have Location Extensions selected in the view, and at the bottom, I'll select Add Account Location Extension.
From here, I'll select the + Extension button. We'll see here that it's going to link all of our extensions. If you'd like to create a filter, you can select the link here on the bottom of the screen, which will allow you to only bring in the specific locations that you're interested in. Let's say that you're managing multiple different businesses. In this case, you might want to create a filter to limit which ones appear. If you have multiple locations, you can import them all, and then you can assign them to different ad groups or campaigns depending on how you want to structure the advertisement.
I'll select to create a filter, and I'll filter only for a business with a certain business name. From here, it may identify that there's no location synced because syncing may take up to 24 hours. So you may have to refresh this page or visit later to verify that your location extensions are set up. Now once your campaigns are running and your extensions are set up, you'll then want to identify if you're getting any click traffic through Maps. You can do that by selecting any of the tabs, such as Keywords, Ads, or Ad Groups.
I'll select Keywords, and from the segment dropdown, you'll select Click Type. From there, you'll see if Google Maps is listed underneath the keyword as a click type, and you'll be able to see how many clicks, the click-through rate, and the average cost to drive that traffic through that local map listing. I highly recommend that you explore this opportunity if your local business could benefit from being promoted on Google Maps. Thanks again for checking in this week. As always, I'd love to hear from you. So follow me on Twitter via @bradbatesole, and let me know what you thought about this week's episode.