Top 3 Ways To Target Consumers Effectively On Google Ads

Naman Choudhary on June 22, 2020

How can you target local consumers effectively from Google ads?

Before we answer this question, let’s tackle the ‘what’ first. What are Google Ads? Well, Google ads are Google’s paid advertisements that appear in search results on Google. Sounds easy enough, right? You’ll be surprised to know exactly how difficult it is to get highly convertible ads on Google. Just like setting up your own successful business, it requires meticulous planning, budgeting, creative control, targeting and tracking. This is why many businesses look for capable agencies (like us!) to perform their Google Ads.

Like peas in a pod, local area marketing and google ads work hand in hand. Local area consumers have the highest purchase intent as well as conversion rates. They are the crème de la crème of consumers. They have probably seen your business in your local area, and have most likely heard about you from word of mouth! And as we all know, word of mouth is the strongest form of marketing. Hence, to target these local consumers has become the pivotal for businesses in order to stay competitive and get a high volume of conversions.

Cue in Google Ads. Unlike other forms of marketing, Google Ads provide businesses with a unique opportunity to target these high intent consumers.

Top 3 Ways to target consumers effectively on Google Ads

Postcode Level Targeting

Google Ads allow for ads to show up only in your desired postcode. If you are a 24/7 gym operator located in Melbourne CBD, it is highly unlikely that you would want your gym signup ads to appear for users located in Sydney CBD or down in the eastern suburbs of Melbourne.

This is because you have identified that all your members are from nearby suburbs. To effectively target these consumers, Google has the capability to only target the suburbs or postcodes that you want to target. For the Melbourne CBD gym, this postcode would be 3000.

Google Ads Melbourne CBD

You can also see exactly how many people are in, or interested in that particular postcode (via the reach column). If you don't want your ads to appear outside of particular locations, you can also ‘neg’ them out! In the above example, we can see that Collingwood and Southbank suburbs have been negged out, since that gym does not receive any members from those suburbs.

Ad Messaging

Another way to hone in on your local consumers is via your Google Ads creatives. If you are located in Melbourne CBD, your outdoor sign says you are in the CBD, your members are located in the CBD, so it just makes sense to have ‘CBD’ in your ad right?

You’ll be surprised to know just how many local businesses do not have their ads specific to their target location. It is relatively the easiest thing to do, just change your ads to reflect the location, which will have a monumental impact on your cost per leads and conversions.

In a recent test we conducted in-house, we wanted to measure exactly what impact the location name has on conversions. So we went ahead and changed some of our ads to say ‘Melbourne’ while the others to say the particular suburbs. We found that the ads that had the suburb names in them had a 15% conversion rate compared to a 6% conversion rate from our Melbourne ads. This goes to show using suburb names on your ads has a SIGNIFICANT impact on your conversion rates

Keyword Concatenation

This is another crucial benefit of Google ads to allow for effective targeting of your local consumers. Using keyword concatenation, which essentially is adding location keywords after your core keyword, you can limit your ads to anyone who is only searching for your location.

For example, the 24/7 gym in CBD only wants to show up for users searching for ‘gym in CBD’ or ‘gym in city’. On the back-end of Google, the google specialist just needs to place the ‘+’ symbol before the location when inputting the keywords, to limit this search. Google concatenation bmm

This will allow the ad to only pop up when a person is looking for any gym related term concatenated with cbd or city.

Final Thoughts

Google has come a long way from being a mass targeting platform down to being highly specific. This has allowed businesses to target their local consumers with pin-point accuracy to drive more conversions to their stores. Utilising Google’s local area marketing strategies, as described above, should become the focal point of your business’s marketing strategy.

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