4. Local campaigns to attract customers to your physical store
As mentioned earlier, 46% of searches have local intent. Given this large share, it is only logical that local advertising is also becoming increasingly important. At the end of 2020, Google already implemented a few nice updates that make local advertising even more possible. The expectation is that this trend will continue in 2021.
We previously wrote an extensive article about local campaigns , but we would like to list two recent updates for you:
Local Services Advertisements
In addition to local advertisements for products, it is also possible to use advertisements for services. From the advertisement, you can contact the provider directly by email or telephone. In America, you can also book appointments online directly. Something that will hopefully be rolled out in Europe in 2021.
BOPIS options
'Buy Online, Pick-up in Store', also new zealand telegram data known as BOPIS, grew by 250% in the past 12 months. A trend that will continue in the coming year. Thanks to a 'Nearby' filter, Local Store Cards with local inventory information and other relevant store information and additional attributes for Local Inventory Ads (LIA) such as 'pick-up today', you have enough tools to convince people to come to your physical store.
5. Localized Programmatic Advertising
Reaching the right people at the right time with display ads in the right format on the right device, thanks to data and technology. That is, in short, what local programmatic advertising is all about. For example, target people who are within a certain radius of your store ( location proximity ) with a nice discount code.
Localized programmatic should be a staple in the local strategy of brands with multiple locations in 2021. Not only does it increase your local brand awareness, it also ensures a better return on your investments.
By using dynamic ads, you automatically create thousands of ad variations that are perfectly tailored to the stage in the customer journey, target group segmentation or location. This ensures an optimal ad experience for every user, which benefits your ROAS.
