How to Adapt Your PPC Strategy to Recent Google Ads Changes
For businesses that provide services to their local communities, Google’s Local Service Ads (or LSAs) framework has been a game-changer. It gives service providers a targeted way to use the power and reach of Google to get their names in front of their customers. Recently, Google introduced new updates for their LSA platform. Specifically, they are now requiring businesses advertising with LSAs to have a verified Google Business Profile. This is certainly a challenge for local businesses, but it also provides an opportunity to make some changes to their pay-per-click (PPC) strategy. Let’s take a closer look.
The Role of a Verified Google Business Profile
You may be wondering: what exactly is a Google Business Profile? It functions essentially like Google’s business directory. When you type a service that you need in a Google search box (such as ‘residential landscaping near me’), one of the top results is usually a map box with a list of matching businesses. These are Google Business Profiles, and many are automatically generated by Google using user data.
However, businesses can also add their information to this directory by creating their own Business Profile – or by taking control of their auto-generated profile. By undergoing the verification process, which involves either a phone, email, or postal mail verification, businesses then have the opportunity to fully optimize the information within it. Operation hours, address, telephone, and more details (like menus for restaurants) can be changed to ensure they are accurate.
And now, with LSAs requiring a verified Business Profile, undergoing the verification process signals trustworthiness to potential customers and assures them of your legitimacy and professionalism.
Adapting Your PPC Strategy
So, if you’re planning to run Local Service Ads for your business, or are already running them, the verification process is non-negotiable. How can you take advantage of this change to adapt your PPC strategy and get more for your buck?
First, you’ll want to check your ad copy to ensure all information matches what’s already on your Business Profile. Focus on presenting accurate, up-to-date information.
Next, use high quality assets to further boost your professional reputation. High-resolution professional photography, detailed service descriptions, and good customer reviews are all assets that you should emphasize.
Finally, this verification requirement is going to lead to new data and trends for your campaign. Evaluate the performance closely in the next few months as the data may indicate new opportunities to further optimize.
Key Takeaways
- Google Local Service Ads now require advertising businesses to have and manage a verified Google Business Profile.
- This change is meant to lend more legitimacy to your business and signals Google’s continued emphasis on quality and authenticity within their ad networks.
- While the new requirement will be disruptive, there will also be many opportunities for local service businesses to reach more of their customers.
- Ensure that your Google Business Profile is fully up-to-date and accurate and your ad assets emphasize your professionalism and trustworthiness.
Contact Pink Dog Digital to Learn More About Google Ads for Your Business
Google Ads may be the solution to taking your business ahead of your competition. Creating an effective ads campaign and following best practices will help you improve your website’s traffic and conversion rates.
At Pink Dog Digital, we are ready to help you get started on your Google Ads journey. Our talented and experienced marketing team will work with you to create effective PPC campaigns.
Some of our services include:
- Digital advertising
- Social media management
- Content creation
- Search engine optimization
- Web design
Don’t hesitate to call us at 410-696-3305, email us at pinkdogdigital@gmail.com, or contact us via our website for more information.