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   Use new local conversion insights to optimize your local advertising

   August 9, 2018

   88% of people who conduct a local search on their smartphone visit a related store within a week1. We're expanding reporting on location extensions to not only include actions on the extension itself, but also ones that occur after the ad click on the Place Page. This will help advertisers better understand activity between online advertising and local actions even if they're not eligible for store visits reporting. The new metrics include: Clicks to call Directions Website visits Orders (vertical-specific) Menu views (vertical-specific) Other engagements How to use the new local conversion actions The metrics are reported once you link your Google My Business account to your Google Ads account. These metrics show how online actions are driving engagement with your business’s physical locations (e.g., getting directions or calling your business via Google Maps after clicking on your ad).  These new conversion actions will be reported in the “All conversions” column. They will not be included in the Smart Bidding strategies like Target CPA or Maximize Conversions, which rely on the "Conversions" column.  You can use these new conversion metrics to optimize your local advertising in several ways.  Let’s say you have campaigns that where your ads include local information about your nearby store locations. Or you might have ad copy dedicated to local offers and promotions in that store. You can use these insights to measure your ads’ impact on driving local results and optimize accordingly. Learn more We only report aggregated and anonymized data and we use industry best practices to ensure the privacy of individual users.  Using the per store report Along with the new metrics, the per store report has been launched. The per store report allows you to see anonymized and aggregated store visits and local actions by store location. Let’s say you have clothing stores at three locations: Athens, Bloomington and Boulder. You notice that the store locations in Athens and Bloomington drive more local actions and store visits compared to the one in Boulder. This can help inform how you distribute your offline budgets by store, and also guide your local strategies in Google Ads. For example, you may want to provide more online promotions in Boulder to provide a lift in sales. Learn more 1. Think with Google  

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   Deliver more relevance with responsive search ads

   August 9, 2018

   Last month at >Google Marketing Live, we shared how responsive search ads use the power of Google’s machine learning to help you deliver the best ad for any search query. Starting in September, responsive search ads will be rolling out to more advertisers in English, French, German, and Spanish, with other languages to follow soon. One of the advantages of responsive search ads is that they give you more room to convey your message. While we work on improving responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads. In addition, your descriptions can have up to 90 characters. To get started, try adding a third headline and a second description to your existing text ads. For example, if you’re a retailer using two headlines that show your brand name and official site, you can add a third headline showing shipping details or special offers. Learn more about writing effective text ads here.

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