Driving local traffic to your physical store can be challenging, especially when your ad strategy attracts calls from outside your target area. If you’re currently facing a similar issue in your Google Ads campaigns, you’re not alone. Many businesses find themselves in the same boat, wasting ad spend targeting the wrong audience.
The primary goal of using Google Search Ads is simple: bring customers into your store. However, if your ads are attracting calls from people located far away from your shop, it’s time to dig deeper into the strategy.
Understanding the Issue
When you receive numerous phone calls from areas beyond your intended local audience, it’s a clear indication of ineffective targeting. This scenario not only wastes your marketing budget but also dilutes the effectiveness of your campaign.
For example, if your shop is located in Amager, yet the majority of calls are from distant cities, your ad messaging and targeting settings may need a rethink. Such inefficiencies can significantly impact your bottom line, leading to frustration for both you and your client.
How to Solve the Targeting Problem
To refine your Google Ads targeting strategy, follow these proven steps:
1. Refine Location Settings
Make sure your location targeting is focused. It’s essential to set your campaign to target people living in or recently in your area. You can do this by:
- Using the “People in, or regularly in, your targeted locations” option in the advanced location settings.
- Excluding areas that don’t align with your customer base.
2. Use Negative Keywords
Add negative keywords related to locations outside of your target area. For instance, if you’re located in Amager, consider excluding broader terms like “Copenhagen” that might attract a wider audience.
3. Create Targeted Ad Copy
Your ad copy should clearly indicate your location. Phrases like “Visit us in Amager” can create an immediate connection, guiding customers to your physical store rather than generating irrelevant calls.
4. Utilize Call Extensions Wisely
Make sure the phone number in your ads reflects local dialing practices. This way, customers thinking they’re contacting a local business will reach you, while discouraging those from far-off regions.
Actionable Checklist
- Adjust Google Ads location settings to focus on local customers.
- Add negative keywords to filter out non-local traffic.
- Update your ad copy to reflect your location.
- Review call extensions to ensure a local number is used.
By implementing these strategies, you’ll not only optimize your ad spend but also improve the quality of leads coming into your physical store. After all, the key to successful local marketing is ensuring your message reaches the right audience!