New from Google - Local Services Ads

During 2016, Google began displaying ads in local search on Google Maps. With the arrival of COVID, Google decided to launch the enhanced version of local Search ads and it was in September 2020, after months of testing that a new type of ad was rolled out in Switzerland. The web giant has christened this new ad type Local Services Ads or LSA It defines it as the next generation of proximity search advertising

Still according to Google, 30% of mobile queries made on the search engine require a location. And 75% of Internet users who carry out a local search visit a store within 24 hours. It’s for this reason that LSA ads are a major lever for SMEs and local businesses

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Local Services Ads: what exactly are they?

It’s important for businesses to properly evaluate the synergy between what they invest in local ads and the return on investment. The aim of Local Services Ads is precisely to generate traffic at a physical point of sale and not just online The service uses geolocation data to determine the user’s location. If the user searches near a store, Google automatically suggests a responsive ad.

Here are a few points that sum up the concept:

• LSAs are paid per lead, not per click You only pay Google when the Internet user comes into contact with your establishment. So you can bid on a lead base instead of paying for clicks that are far less likely to turn into sales.
• Local Services Ads are displayed directly in targeted SERPs, regardless of the terminal used by the web user (smartphone, digital tablet or computer).
• Local Ads are ranked based on proximity to the user, but also on positive reviews left by customers.
• When signing up for Local Services Ads, Google performs a check of background, licenses and insurance, etc.

Why LSAs can boost your visibility locally in Switzerland

• Appear above Google Ads

Google’s Local Services Ads bring several advantages to Swiss companies targeting a specific geographical area. If this is the case for yours, this feature allows you to appear at the top of the Google search results you’re targeting. Your sign will even be above the classic ads It’s perfect for gaining more visibility and optimizing your e-reputation. Whether it’s an ad or an organic result,internet users always give more credence to companies that appear first in the SERPs that interest them.

• Better targeting of your prospects

This feature therefore helps you to better target prospects, which greatly increases the conversion rate. Potential customers looking for the services or products you sell will easily be able to contact you and visit your establishment.

• Better follow-up with your prospects

What’s more, this local advertising service lets you keep in touch with your customers at all times thanks to a dedicated app As an example, the app in question automatically records all calls generated from your LSAs That way, you can play them back as many times as you like, and use them to better meet your customers’ needs in general.

• Expense control

What’s more, if Google charges you for invalid leads, you can issue a dispute with a view to obtaining a refund It’s possible to stop ads without terminating your Local Services Ads subscription. So you can relaunch your LSAs whenever you like. All these advantages are available to all Swiss companies who want to reach their target audience more easily.

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Always more local ads

LSA campaigns take up the basic principle of marketing as everyone knows it, namely suggest the right content to the right person, in the right place, at the right time.

• Google will only display your Local Services Ads to users likely to visit your store. This feature therefore allows you to tailor your approach according to your needs. If you have several points of distribution, for example, you can boost sales in underperforming stores by allocating more budget to its LSAs.
• Local ads are displayed on Google Maps mobile and desktop Internet users can see them at the top of the search feed as well as on the map thanks to a purple pin. Clicking on a local listing takes the user directly to the location information page. This page offers basic information about the establishment (address, opening hours, customer feedback, photos, etc.).

Google’s promise

With Local Services Ads, Google promises to make you more visible at times when your prospects are searching.

One of the biggest benefits of this feature is to enable you to attract many more visits to your store. Since you can add your phone number to your local ad on Google Maps, your potential customers have the opportunity to contact you directly if they’d like more information about your business. This greatly improves the customer experience.

LSAs are much less expensive than the familiar Click-to-call. They save you over 60% Especially as you only pay for calls lasting 2 minutes or more. Local Services Ads is an interesting ranking factor that helps your potential customers come to you. What’s more, it’s a service available to all businesses, whatever their size or sector.

What you need to know before you start

• The proximity factor and consumer reviews:

Like Google My Business listings, Local Services Ads campaigns emphasize proximity to the user and take consumer reviews into account.The closer your store is to a prospect, the higher the chances that Google will suggest it.

• Available only for certain business categories:

Here’s the 2020 list of businesses allowed to make Local Services Ads:

1. Housekeeping
2. Carpet cleaning
3. Waste collection
4. Covering
5. HVAC
6. Moving
7. Lawn care
8. Pest control
9. Plumbing
10. Home appliance repair
11. Electrical services
12. Garage door services
13. Tree services
14. Water damage services
15. Window cleaning
16. Window services

• Background check:

Certain categories of business are subject to verification by Google. Still, it’s worth noting that this verification is the biggest hurdle to implementing LSAs. This process can take up to 5 weeks depending on the company and/or the number of employees.

• Be reactive!

The best thing about LSAs is the possibility of receiving leads quickly without spending a broadcast budget This allows companies, especially SMEs, to test the new program without having to allocate a budget for conventional campaigns. Note that the main ranking factors are proximity and buyer reviews, while your responsiveness and the quality of your services remain crucial.

To access the Local Services Ads service, Google does not require you to use traditional Google Ads.

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