A strategic Google Ads campaign can effectively promote your brand and drive more traffic to your website, whether you run a single-location ghost-trapping business in New York or have multiple locations across the globe. However, creating a successful campaign can be challenging, especially if you’re unfamiliar with the best practices and common mistakes to avoid.
In this blog post, we’ll revisit the 1984 supernatural comedy that started a franchise while discussing some of the most common errors that multi-location companies make when creating a Google Ads campaign and provide tips on avoiding them.
1.Using a Single Ad for All Locations
The biggest mistake multi-location companies make when creating a Google Ads campaign is using a single ad for all locations. This approach may save time but is unlikely to generate the best results. When you pull out that proton pack of campaign ads, don’t cross the streams!
Instead, create separate ads for each location that highlight the unique features and benefits of that location. This will help your ads stand out and capture the attention of potential customers while providing them with the information they need to make an informed decision about whether to visit your location. It also provides for accurate, detailed reporting later.
2. Not Targeting the Right Locations
Look—users want to find help quickly when there’s something strange in the neighborhood. And they want businesses that service their geographic location specifically. Unfortunately, another of the multi-location companies’ most common mistakes is not targeting the correct locations. You may need to adjust your targeting based on population density, local competition, and business type.
To avoid this mistake, make sure that you take time to research and understand your target audience in each location and tailor your ad copy and targeting accordingly. Use location-specific keywords and create ad groups specific to each site to ensure your ads are relevant and practical.
3. Neglecting Mobile Optimization
Ads and landing pages that aren’t optimized for mobile devices can look pretty scary. With more and more people using mobile devices to search for local businesses, ensuring your Google Ads campaign is optimized for mobile devices is essential. This means using mobile-friendly page templates, optimizing your landing pages for mobile speeds, and ensuring your pages display correctly on various mobile devices.
Neglecting mobile optimization can be costly, leading to lower click-through rates, higher bounce rates, and fewer conversions. Therefore, make sure you take the time to optimize your campaign for mobile devices to reach as many potential customers as possible.
4. Ignoring Negative Keywords
Another common mistake multi-location companies make when creating a Google Ads campaign is ignoring negative keywords. No, not the key master—the keywords. Negative keywords are search terms that you don’t want your ads to appear for, and they’re an essential part of any effective Google Ads campaign.
Including negative keywords in your campaign ensures that your ads are only displayed to people searching for products or services relevant to your business. This can improve your ads’ relevance, increase your click-through rate, and generate more conversions. Choosing the right negative keywords and incorporating them into your campaign can give your searchers seriously precise results—and Egon’s always serious.
5. Failing to Track Results
Back off man, we’re scientists. And we love our data. However, another big mistake multi-location companies make when setting up a Google Ads campaign is failing to track their results. You need to track your results to see which ads and keywords generate the most clicks and conversions, making optimizing your campaign and improving your ROI difficult.
Conversion tracking and regularly reviewing your campaign performance helps to identify areas where you can improve. Tracking is one area where you must set up separate ads for each location. If all the data comes from one ad, it’s impossible to see which ads drive business to which sites. Set up your multi-location ads correctly from step one to see the best results.
Creating a successful Google Ads campaign for a multi-location company can be as challenging as a skyscraper-sized Stay Puft Marshmallow man. Still, by avoiding these common mistakes and following best practices, you can create a campaign that drives more traffic to your website, generates more conversions, and ultimately helps you grow your business.
Are you plagued by ads that aren’t performing well? Does the mere mention of a Google Ad campaign leave you shaking in your boots?
Who you gonna call…
Look, we’re masters of the multi-location ad campaign world, and our specialists are trained and ready to use the latest technology to deliver results. Visit our website to learn more, or contact us at (765) 588-6067.