There is a certain give and take these days between marketing your brand or website through Google’s search engine and allowing Google to do it for you. We praise Google when we benefit in keyword rankings from a healthy algorithm boost and curse them when we’re affected negatively in rankings by an algorithm update. If it isn’t an algorithm update, it’s putting new guidelines in place for local search, or the opposite, removing weight from indicators previously put into place.

With so many major algorithm updates happening on a week-to-week basis, it can be hard to find stability or consistency in customer outreach. Where SEO and social media may leave a gap between you and your customers, you can pick up the slack by advertising using Google AdWords directly on your Google local map listing.

Research has shown the results in the top portion of Google’s search engine (which includes paid search results, followed by local map listings, and top-ranked organic search results) features the links most clicked by users. In addition, since Google condensed its local map results from seven to three listings, approximately 30–45 percent of all links clicked by users were in relation to the local map results. This is due to the fact that potential customers are given the most bang for their buck when their search criteria match a map listing that offers a business’ contact information (such as phone, address, and location), hours of operation, and reviews from other customers. This removes a series of steps that a user would have to go through to find an address or phone number by rummaging through your site, which can lead to frustration and a potential client going elsewhere.

With this knowledge, you can help increase traffic to your website and convert users into clients by advertising on the most lucrative section of Google’s search results. This can prove especially useful since Google’s map listing update reduced the total number of businesses that appear on the map from seven to just three. Advertising on Google’s local map using AdWords can help you return to those top three positions if you were bumped by the update, or help regain the top spot if a competitor replaced you.

You can extend the efficacy of your ad by adding “Call” and “Directions” buttons, which AdWords records as clicks or conversions when people call your business directly or view your directions. This conversion data can help you further determine how successful you are in reaching a new base of customers, as well as how successful local search ads can be in bolstering your overall online marketing presence.

As a certified Google Partner, Beyond Indigo can help you harness the power of Google Adwords! Contact us at beyondindigopets.com to find out how we can help your business be found.

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