AdWords ads aim to reach potential customers. Optimizations to reach the vast number of internet users are adjustments that drive advertisers to profitable results.
Google adsExtensions that increase clickability by 15% are at the forefront of these optimizations. AdWords allows adding location extensions at the campaign and ad group level. Location extensions are a type of extension that displays the business's address, phone number, and other information about the venue (hours, ratings, etc.).
Especially today, the increasing use of mobile has brought location extensions to an important point. Because researches have shown that users who search on mobile prefer search results located geographically close to them. Considering that more than half of the world has a smartphone, it is possible to say that reaching them means increasing the market share.
Using Location Extensions
To use the location extension type, it is necessary to register with Google My Business. Google My Business is a free tool that allows businesses to manage their online presence in Google search and maps.
Location extensions are a type of extension that encourages users to visit the business. For example, you run a fish restaurant and want to attract more customers. You can set and limit the locations where the ad will be shown. After choosing your keywords from the relevant search terms, adding a location-based addition such as "best fish restaurant", "fish restaurant near me" will allow you to reach users who are looking for fish restaurants around.
Users who click on the extension to learn more about the location from the page where the business information is displayed in one place are directed to an irrelevant page, which will negatively affect the quality score and should be considered. For this reason, misleading content should not be included in advertisements, and situations that will give the user a bad experience should be corrected.
In addition, in Google ads that are adjusted according to the location and city on mobile devices, only a phone call can be advertised or by adding a call button, it can offer different communication options to the user. An ad optimized in this way will increase its visibility and increase the click-through rate.
Why is the Use of Location Extensions Important?
Location extensions, which allow local businesses to limit the area they can access, gain importance for advertisers at the point where the advertising budget is limited. Targeting by location to achieve a satisfactory return on investment is considered a way to stop unnecessary advertising spend.
When a local business is optimizing, it should do location-based targeting and reach users around it first.