Contrary to what you might think, Google Ads isn’t limited to online companies. It’s a valuable asset of your brick-and-mortar business, whether you own a retail clothing store or a luxurious pet spa.
Sure, you might already have a social media presence and cheeky hashtag. You may even have a trendy, “‘gram-worthy” storefront. But when it comes to location-based Google Ads, nothing beats targeting customers on the world’s most popular search engine.
Google has taken things up a notch, though. In June 2018, they released a new reporting tool called local conversion actions.
This feature will help physical businesses like yourself perfect their advertising campaign, and ultimately, bring in more customers.
… Yeah, we’re stoked, too.
Here’s a breakdown on local conversion actions – and why you should care about it.
First, what are local conversion actions?
Local conversion actions are conversions that are tracked when users interact with an ad. Typically, this interaction involves viewing an online ad and completing an action, such as visiting the advertiser’s physical location.
So, local conversion action has four components:
- Google Ads
- Local potential consumers
- Business with at least one physical address (that’s you!)
- Trackable actions
Google Ads also states that local conversion actions are aggregated (or combined) and anonymous.
But wait… what are trackable actions?
Now, let’s dig deeper into that last bullet.
Trackable actions are activities that take place during or after a user interacts with a location-based ad.
These activities show that the person took a step toward becoming a customer.
According to Google Ads, there are six trackable local actions. These include:
- Clicks to call: Clicks on the “Call” link
- Local actions – Directions: Clicks on the “Get directions” button
- Local actions – Website visits: Clicks on the website link
- Local actions – Other engagements: Clicks on other tracked user actions, such as “Share Location” or “Save”
- Local actions – Orders: Clicks on the “Order” button
- Local actions – Menu views: Clicks on the “Menu” link
These actions also involve Google products like Google Maps. For example, if a person clicks “Get Directions” and heads to Google Maps, there’s a pretty good chance they’re interested in stopping by.
Why does this data matter?
If you own a brick-and-mortar business, local conversion actions will be your new best friend.
(No offense to your current one.)
This data lets you track how well your online ads are physically bringing in customers. Most importantly, it allows you to examine the relationship between your online ads and in-store traffic.
You’ll be able to see what’s working and what isn’t. From there, you can build upon what is working.
Basically, as a Google Ads tool, local conversion actions will help you create the best marketing “toolbox” to reach your business goals.
And who can say no to that?
Here’s where you can find local conversion actions.
First, you’ll have to link your Google My Business account to your Google Ads account. You’ll also need to enable Google Hosted Location Actions and location extensions.
Local conversion data can be found in the table called “Conversion actions.”
You can also find this information in your Google Ads reports. To do so, segment the “All conversions” column according to action.
Another option is to check out your per store report. This is especially useful if you have more than one physical location. To view it, click on “All campaigns” or select a campaign from the navigation menu on the left. Choose “Locations” from the left-hand page menu. Select the “Geographic report” drop-down at the top. Finally, click on “Per store report.” Here, you can add or remove columns in the report.
Solutions 8 will help you take action on your local conversion actions.
Can you say that three times fast?
Just kidding. We won’t make you do tongue twisters. And we won’t make you tackle digital marketing alone, either.
Remember, local conversion actions is just one piece of the puzzle.
Before you can record these actions, you’ll need online ads. This entails a variety of tasks like developing a keyword strategy. Then, after people become customers, you also need to optimize conversion rates if you want to keep them coming back.
All of this is probably the last thing on your mind – and we don’t blame you. That’s why our team of savvy digital marketers is ready to help you out.