The benefits of Google local campaigns

The Google local campaigns are important for brand networks because they allow to increase the digital visibility of physical points of sale through advertising slots in the Google ecosystem (Search, Maps, Display Network, Youtube, ...).

L’implementation of local campaigns allows points of sale to adopt a strategy “top of mind”. In other words, this allows reminding customers or prospects, within a radius of donné around the point of sale, your présence and the services, products, or actions you propose.

In this article, you will discover:

1. What is a local campaign 
2. What are local campaigns used for
3. How they work 
4. How to implement them
5. A Client Success Story on the subject

1. What is a Google local campaign? 

A local campaign consists of promoting your store digitally in a geographic region around it. The campaign ensures that the most important information of your brand automatically appears on the digital platforms of potential customers nearby.

With the provided information, Google will promote your establishment across all its platforms. The ads will appear on:

• Google Maps lorsqu’une personne searches for an establishment of your type or qu’they explore on Google Maps an area à nearby .
• The search engine Google Search lorsqu’une personne uses relevant terms for your brand
• Youtube in a video format lorsqu’une personne is watching a video à nearby your établissement
• The ’set of partner sites and applications Google Display lorsqu’une personne is on the web.

2. What are Google local campaigns used for? 

A local campaign is très useful to enable d’reach potential customers because it increases the visibilité online of the point(s) of sale. Reaching new customers is générally complicated. C’est why it is wise to be on l’ensemble of Google platforms which is the most important search engine (représents 95% of mobile market share). As such you will find yourself in all the étapes of the “customer journey” (awareness, considération, conversion, fidélité) of your prospects. 

A local campaign therefore allows you to achieve business objectives by maximizing visits to your point of sale.

3. How do Google local campaigns work?

Google local campaigns are very simple to set up. When creating a campaign, just indicate that the campaign objective is "promotions and in-store visits". Then, just indicate a few details:

• The GMB listing of the point of sale (which will provide all the information such as address, opening hours and phone number)
• The budget for your campaign
• The text for your campaign
• Images for your campaign
• The videos for your campaign (if needed)

Thanks to its “machine learning” system, or automatic learning, Google will optimize the bids, ad placements and ad combinations for your needs.

4. How to implement a Google local campaign?

The implementation of a local campaign is done via the interface Google Ad. It is quite simple to assemble one for a point of sale but when it comes to organizing local campaigns across an entire network, you can go through the MyMobilosoft campaign hub. Here is a list of resources we recommend preparing before building your campaign on Google Ad:

• A budget strategy to allow identifying the daily budget you want for this campaign.
• A list of 5 titles different for this one. These titles must allow to attract attention. One title is enough for your campaign but it is recommended to give several because Google will analyze the one that brings you the most results. Limit of 30 characters.
• A list of 5 descriptions different of your store. These descriptions must contain at most 60 characters. We advise you to propose a description with a promotion. Once again, Google will analyze the one that brings the most results. Limit of 60 characters.
• A list of 5 CTA or “Call to Action” which are short phrases that encourage people to visit the store (e.g.: “Visitez Maintenant”, “Visitez Aujourd’hui”, “Visitez nous en toute sécurité”,...). Limit of 11 characters.
• The logo of your brand. 1:1 ratio format with a minimum size of 116px x 116px. Maximum file size of 5Mb.
• A set of images for the campaign. It is recommended to have about 20 photos for a single campaign. Format ratio 1:1 (with minimum size 314px x 314px) or ratio 1,91:1 (with minimum size 600px x 314px). Maximum file size of 5Mb.
• A set of videos of less than 20 seconds. This may take time to prepare videos but having at least one is always beneficial to your campaign.

To learn more, a Google article has been written on the subject.

5. A case study was conducted to examine the benefits of Google local campaigns

In the context of a collaboration with Färm, a network of cooperative organic stores, Mobilosoft proposed the construction of local advertising campaigns. This is with the aim of improving the digital visibility of all its network sales points. Thanks to a first local campaign dedicated to promoting the "galettes des rois" action, the Färm network achieved its objectives. Discover how this Google campaign helped our client!

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