For Example, you can set higher bids on shoppers closer to your store and have a lower CPA.
|Distance/Locations ||Conversions ||Cost ||Location Bid Adjustments |
|Within 1 km ||100 ||$ 800 ||+30% |
|Within 5 km ||120 ||$ 1080 ||+20% |
|Within 10 km ||70 ||$ 1050 ||-20% |
|National ||85 ||$ 850 ||10% |
Bid by advice
If you’re using local inventory ads, adjust bids for mobile shoppers. According to Think With Google 2016, 76% of people who search for something nearby on their smartphones visited the business within a day, and 28% of those that visited, resulted in a purchase. Mobile traffic has been more prevalent than desktop traffic nowadays especially when searching for something nearby. To review this, analyse your desktop and mobile performance by optimising your bids based on customer proximity.
Adjust for peak and opening hours
You’ll want to keep your local campaigns always on, however there are certain times that will be much more profitable for your business. For example, your store becomes extremely busy in the middle of the day and quiet during the evening. By putting a higher bid adjustment during higher traffic days and hours, you can ensure you’re optimising bids based on user behaviour and store characteristics.You can also filter “Day of the Week” for a more granular analysis using the User Distance reports on Google Ads.
- Ensure that your Google My Business profiles are set properly, linked to your Google Ads account and is accurate
- Consider the 30 day attribution window for store visits
- Use Location reports on Google Ads to evaluate the effectiveness of your local campaigns and adjust bids to improve performance
- Plan ahead. Some campaigns take time to set-up and require communication between different stakeholders.