2. Consumers Seek Local Information Online
Fix a leaky
Get faucet
Find a flowers
reliable Have pizza
mechanic delivered
70% of US households now use the Internet as an information
source when shopping locally for products and services*
*The Kelsey Group, March 2005. 2
3. Reach Users Within Their Local Search Experience
Local business ads are an ad format option for
advertisers to promote specific business locations
• All local business ads must be
associated with a Google Maps
business listing
• Target users by keywords
and by the geographies they
are interested in
• Engage local searchers
interactively with a
map presence
• Provide rich information to
prospects via a logo or image
in the info window
Sample local business ads
3
4. Components of a Local Business Ad (Map View)
Google Maps:
Info window that
expands on user click
with optional phone
number, logo or image
Text ad including
address and map
marker with icon
Google.com:
Text-only version of America’s Classic Theater
ad on Google.com and Watch the oldies but goodies movies
search partners with Discount matinees on Tuesdays
www.AdWordsExample.com
city and state as 5th line
New York, NY
4
5. Maps Icons Options:
(a) Choose a standard icon or (b) Upload your own
(a) Use a Default Standard_1
standard
Entertainment Standard_2
map icon:
Bar/ Nightlife Standard_3
Lodging Standard_4
Dining Standard_5
Cafe Standard_6
(b) Upload Flower Standard_7
your own
16x16 Auto Standard_8
pixel icon:
Grocery Standard_9
Retail Standard_10
Education Standard_11
Map icons point to
the business location Phone Standard_12
on Google Maps &
Financial: US Standard_13
appears next to the ad
Financial: UK Standard_14
Services Standard_15
5
6. Local Business Ads On Google.com
• Each local business ads is eligible to show to users with an IP
address within 20 miles of the actual business address
• Optional advanced settings to change each ad’s targeting radius
Example: Campaign targeting = US & Keyword = “plumbing supply”
Two local business ads in a single Ad Group:
User in Norwood, MA
searching on Google.com
for ‘plumbing supply’ sees
User in San Francisco, CA
searching on Google.com
for ‘plumbing supply’ sees
6
7. Local Business Ads on Google Maps
• User IP address is not considered
• Local business ads will only show when a user
is searching within a local area for the keyword
User in New York searching
on Local for ‘Norwood
plumbing supply’ sees
User in Boston searching
on Local for ‘Norwood
plumbing supply’ sees
7
8. Local Business Ad Benefits
1 Reach users within their local search experience
2 Cost-effective: Pay only when the user clicks through to your website
3 Easily promote both online & offline conversions
For small local retailers or service providers:
4 • Target users seeking products or services in their local area
• Leverage the importance of local relevance to gain visibility and traffic
8
9. Thank you!
For more information, check out
the next video in our series:
Selling Cars with Google 103
Search + Display
9
