By now we’ve all heard the increasing importance of local travel. And as tour operators start to shift focus towards local markets, Google Adwords has never been more powerful and important than right now.
The best thing about Google Adwords right now is that you can target based on what people are searching for, and where they’re searching from. It’s perfect for targeting local markets.
Before we get started
So without further ado, here are four tips to creating a successful local advertising campaign with Google Adwords.
The most important thing to Google Adwords is finding the right keywords.
As mentioned in our local SEO guide, start with the formula behind local search queries.
[Descriptive Word] + [Product/ Service] + [Geographical Word]
Best + Escape Room + Sydney
Cheap + Escape Room + Near Me
Space themed + Escape Room + Sydney City
[Product/ Service] + [ Transactional Word] + [Geographical Word]
[Your Company] + [Transactional Word]
Escape Room + Prices + Sydney
Escape Room + Pricing + Sydney
Escape Room + Group Pricing + Sydney
Reactor Escape Room + Adult Price
As long as you keep each element of the queries in mind, you’ll be able to easily brainstorm all your local keywords. Use this to create a list of keywords.
Filter out the best Keywords with the Ubersuggest Chrome Extension
Once you’ve got your keyword list, we highly recommend downloading the Ubersuggest chrome extension that was just recently released.
Here’s how to use it:
That’s it. All you need to do is literally type your search query into Google and the Chrome extension will tell you the typical cost per click associated with that keyword and the monthly search volume for the keyword.
It’ll also provide you with a list of similar keywords with the search volumes and costs per click associated with those keywords.
It’s a great way to test and see which of your keywords from your keyword list would be the most value for money while helping you identify potential gaps in your keyword list.
Use this to create a final list of your best keywords that you’ll be using for your local campaign.
Google also allows you to select where you want your ads to appear. This allows you to choose which users your ads appear to depending on where they’re searching from.
Think of where the people who could book your tour would be. Keep in mind that due to current travel restrictions, most people will only likely be doing one day road trips or weekend getaways to nearby locations.
A great way to do this is to use the radius targeting options under ‘advanced targeting’.
For example, if you were based in Sydney and you think someone would book your activity during a day trip, you could target a 100km radius from Sydney, the perfect distance for one day road trips. Alternatively, if you were a vineyard in the Hunter Valley where travelers usually go for a weekend getaway, you could target a 400-500km radius from the Hunter Valley, because people are willing to travel a little further for those weekend getaways.
You could also exclude people who live in other wine regions. Similarly, for any tours & activities business, consider the areas you should be excluded from your campaign.
Finally, consider your location targeting options. For local adwords campaigns, we recommend selecting ‘People in or regularly in your targeted locations’. Selecting people who showed interest in or people searching for your targeted might cause your ads to appear to people searching from outside the locations you selected. Potentially, people from other countries who are planning a trip in the future. However, since our priority is local travel, we’d want to avoid that.
Adding location extensions are a great way to boost the relevance of your ad. Why? Because when someone is searching for things to do nearby, Google will try it’s best to display activities nearby, even more so if the address of the business is verified). And as we mentioned, boosting the relevance of your ad increases the performance of your entire campaign. In other words, this is a FREE way to save some money! So it’s definitely worth setting up.
The location extension allows you to display your address on your Google Ad. You’ll need to link your adwords account to your Google My Business account for this to work best. If you’d like to implement this, follow the steps here.
It’s also worth setting up a call extension for your ad. Again, this lets you display your phone number on your ad. When someone clicks on the number, they’re phone automatically calls through so you can answer any questions your potential customers might have and convince them to book right away!
All the extension options can be found in the extensions tab of Google Adwords.
Keywords that are a little more general such as ‘things to do near me’ are a little more expensive because search volumes are extremely high and it’s applicable to multiple different businesses. Meaning many more businesses are competing for it.
There are plenty of keywords similar to this such as “what to do this weekend”, “things to do near Sydney”, etc. While it’s expensive to capture these people, it’s extremely useful because they’re looking to book something, they just don’t know what yet. So how do you advertise to them in a cost-effective way? It’s simple, work with other local businesses.
Work with other local businesses to create a joint campaign. Create a list of things to do in your area. Include other tours & activities (as long as they’re not your direct competition!), restaurants, attractions, etc. You could then create a landing page for all the things to do, linking out to each of your websites for bookings. Since it’s a win-win for everyone, you could share the costs of advertising the page, making it alot more cost-effective.
Google Adwords is an incredibly powerful platform so of course there are plenty of other ways to implement a local advertising campaign. However, these are just some simple, easy to implement steps that we believe are the most time and cost-effective ways of improving your local advertising campaign.