Shop Local Campaigns
You may have heard about "Shop Local" campaigns, but you may have felt that this is a retail deal. Not so – in this article, Linda explains how "Shop Local" campaigns can work to a service business's advantage, too. How "Shop Local" Works If you've heard about "Shop Local" (SL) or "Buy Local"campaigns, you probably understood that local retail businesses were trying to get your attention. The SL campaigns usually point to the advantages that small businesses can provide to a town or even to a city. And, those SL campaigns also point to the disadvantages behind shopping at big Box Stores or chains. But, the SL campaign goes far beyond this simple effort. To educate people about the importance behind shopping local, studies were conducted that showed the monetary value behind supporting local independent businesses. For instance, this one comparison seems to stick with people: For every dollar spent locally, 45 cents goes back into the local economy (Civic Economics 2008). On the other hand for every dollar spent in a big box store only 14 cents goes back into the local economy.
Shop local campaign desk
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Google Marketing Live 2018 was held in San Jose, California. This article has been updated with more details and news from the event. During the livestreamed keynote at Google Marketing Live in San Jose, California, on Tuesday, Google executives announced several initiatives, all of which are powered by machine learning and take automation to another level. It's easy to start being glib about yet more mentions of artificial intelligence and machine learning, as just about every product or feature release from Google Ads ( the new brand name for AdWords that will be rolling out this month) and Bing Ads over the past year or so has had machine learning behind it. However, we're entering into a new, more automated phase. No longer is automation limited to certain aspects of campaign management — such as bidding or dynamic headlines. Now, every facet of a campaign — bidding, creative and targeting — can be automated based on a few inputs from the advertiser. First there were Dynamic search ads, now there are Responsive search ads.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Ginny Marvin was Third Door Media's former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
Online only inventory Multichannel inventory Local only inventory When the shopper is near your store location Shopping ad Local inventory ad When the shopper is not near your store location - Monitor local channel performance If you promote products sold in physical store locations a local products feed, you can view campaign or ad group level performance reports for your local shopping channel when you segment your reports by click type, channel, or channel exclusivity.
“Buy Local” Campaign | CONNECT Our Future
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Responsive search ads will start rolling out over the next few months. Responsive search ads kick in more characters as an incentive to try them. Advertisers can enter as many as 15 headlines and four descriptions, which can be up to 90 characters instead of 80. In the search results, Responsive search ads can show as many as three headlines, instead of two, and up to two 90-character descriptions instead of one 80-character description. Google automatically serves the combination deemed to most closely match the user's search query. The more varied the inputs, the more opportunities the ad group has to enter auctions related to the keywords used in those inputs. More advertisers will be able to set up Responsive search ads available in the Google Ads UI over the next several months. The agency iProspect is among those that have been testing Responsive search ads with clients. "We continue to see evolutions in Google's advertising platform that lend themselves to further automation, and Google's Responsive Search Ads is just that.
Think of this in a similar to product feed segmentation. Cluster like locations together but it's not necessary or something you'd want to do for every single business. In the next step, you set campaign budget, language targeting, and you do have the ability to show a product feed if you want to display physical inventory. Finally, we are brought to the ad creation section. These are basic ads that Google manages and manipulates out to various networks. I recommend testing a wide variety of ideas beyond what you would in traditional search. You want to grab people's attention and drive them to visit your store. That's a much larger ask than clicking on your website! These are simple ads as you can see. Images and videos are important so be sure to use imagery that is eye-catching. If someone is searching for pizza places by them, it never hurts to show a pizza ready to satiate their hunger! From there, I encourage constant testing to ensure you're continually driving more people to your stores.
Advice to help you make the most of Cyber Monday. Interviews from three successful small businesses that focus on Shop Local marketing. Some small business love from Harper Grey. Start Now With a Fun Freebie Our awesome designers have a little pre-holiday gift for you. Download our free Shop Small Signage to display in your shop window. There are three designs to choose from! Print them out, hang them up and show your support.
Ensure location extensions are active in your account. Have sufficient store visits data on the backend to attribute to ad click or viewable impressions traffic and pass our user privacy thresholds. Google tracks store visits by utilizing a phone's GPS history to match if someone visited your store after seeing an ad. The next major step is ensuring you have your Google my Business locations or affiliate locations linked with Google Ads and accurate. Once you've completed all the necessary steps, you should see the objective to drive Local traffic populate when you're looking at creating a new campaign. How to Build a Campaign: This is a smart campaign so building a campaign is pretty easy. Our main levers are campaign budget and ad assets. When you go to create your campaign, you'll be greeted by the familiar goal screen. You'll click on the local store visits and promotions option to start building. You don't have many levers to pull but you can opt into creating location groups. This is helpful if you have regional budgets or know that performance differs between areas.
When a community of local independent shop owners decide to learn about SL campaigns and what those campaigns can do for local business, they often want to spread the word (and change their own behaviours). IBAs accomplish this focus by promoting public education, by using cooperative purchasing, branding, marketing and resource sharing and by creating a strong and uncompromising voice for local independent businesses.