Google released Local Campaigns in the middle of 2019. While its capabilities for brick-and-mortar locations are exciting, some marketers are hesitant to run this type of campaign because of the lack of control. There are no bid adjustments, no placement, demographic, or device targeting, and even ad scheduling is nowhere to be found.
In today’s blog, digital marketing specialist Alwin reveals how Local Campaigns performed for our client Busaba, and also how we managed to schedule ads with a little hack.
Busaba is a Thai restaurant with brick and mortar locations across London, so this client seemed like the perfect candidate to start a Local campaign for as this is the type of company Google had in mind when releasing their new campaign type.
The short answer – exceptionally well! We have been running local campaigns for a couple of clients and are impressed at the number of store visits driven. Due to ad assets including text, images, and video, local campaigns are proving to be an all-rounder campaign type. Besides increasing store visits, it drives a huge number of impressions that are comparable to or exceed our display campaigns.
So, if you want a display type campaign that is more conversion-focused – as long as the conversions are store visits – then Local campaigns would fill the role perfectly.
When we found out ad scheduling wasn’t possible, we reached out to Google Support to gain a bit of clarity on how we would ensure ads only show during store hours. We were informed that Local Campaigns should automatically show only during store hours. Since Google My Business was linked with the Ads account, this made sense. Unfortunately, this wasn’t the case at all, and the ads showed at all times.
Since Local Campaigns are so focused on driving walk-ins, showing ads outside of store hours felt like a waste of money, so we decided to look into alternative options and found a solution by following the steps below:
Your selected Local Campaign should now start pausing every evening when your store closes, and be enabled the next morning when the store opens.
If you have a suitable business, why not try Local Campaigns to drive more business to your storefront? If you need some help, you can always contact us and we can help you out.