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[SPEAKER_02]: For Google guys, I'm always going to come up to conversions of kids.
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[SPEAKER_02]: Google answers of talent, but doing what you want it to do, and once conversion tracking is set up properly, with Google has at least 15 conversions over a 30-day period.
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[SPEAKER_02]: It has a better idea of what good looks like.
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[SPEAKER_02]: The challenge, I guess, when you're starting from scratch, is getting to that 15 conversions in a 30-day period.
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[SPEAKER_02]: So making sure you're conversion tracking is set up from day one
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[SPEAKER_00]: your listening to the keep optimizing podcast to increase your traffic improve your conversion rates and grow your profits.
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[SPEAKER_01]: Hello and welcome.
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[SPEAKER_01]: I'm Chloe Thomas the host of this e-commerce marketing focused podcast.
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[SPEAKER_01]: If you're not familiar with our format, we release five episode mini series that dive deep into one e-commerce marketing topic.
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[SPEAKER_01]: It could be a channel like email, SEO or a big topic like acquisition or retention.
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[SPEAKER_01]: And in each of the episodes you once released on Wednesdays, I interview a different expert to explore the latest device on making it work for you.
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[SPEAKER_01]: And then after each five episode, many series we take a week off to give you time to take action on what you've learned.
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[SPEAKER_01]: At the moment, we're picking up the Google Ads thread again, yes, one of my favourite topics, and one we've been doing ever since the beginning of this show.
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[SPEAKER_01]: And in that bot, saying all that, in this episode, we're tackling an area of Google Ads that we have never tackled before, how embarrassing.
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[SPEAKER_01]: We are doing...
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[SPEAKER_01]: Local ads, yes, we're talking about driving fitful, but also driving e-commerce sales.
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[SPEAKER_01]: And we've got a real expert in it to take us through all the ins and outs.
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[SPEAKER_01]: So make sure you listen to the end of the episodes you get all the ins and outs, and also because she's saying some sharing some really good insider tips at the very end too.
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[SPEAKER_01]: In this episode, I'm chatting with Google Ads expert Hanna Zora's Strong.
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[SPEAKER_01]: Hanna has spent the last 14 years managing an auditing hundreds of Google ad accounts and regularly shares her expertise at many Google Ads conferences.
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[SPEAKER_01]: She's worked for some of the biggest agencies in the UK and for the last four years has but been running her own called Zora marketing.
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[SPEAKER_01]: Hello, Hanna.
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[SPEAKER_01]: Hello, Chloe.
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[SPEAKER_01]: Lovely to meet you.
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[SPEAKER_01]: Awesome to have you here on the show.
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[SPEAKER_01]: How did you get into the world of Google advertising?
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[SPEAKER_02]: So I actually started on the dark side on SEO's that I just started at an agency in Newcastle and was an SEO copywriter.
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[SPEAKER_02]: And then one day someone from the PPC team came over and said, hey, copywriters, we would like some help with some ad copy and anybody will help.
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[SPEAKER_02]: And I
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[SPEAKER_02]: And that was it, really, I just got sucked into the numbers of it all because in the copy team, you know, we're right in blog posts, best posts, and I felt like a production line and you'd kind of produce this piece of content.
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[SPEAKER_02]: I thought we'd go into the sunset and you never really knew from our team anyway what happened to the content.
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[SPEAKER_02]: Was it good?
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[SPEAKER_02]: But I did it for.
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[SPEAKER_02]: And with Google ads, I love the fact that we could test different bad copies that we could see the kick through rate, see the impressions, see the conversions and it was tangible, like the results was so measurable of what I was doing and I just love it.
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[SPEAKER_02]: So I made the jump in keeping these theme a couple of months later and have been running Google ads ever since.
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[SPEAKER_01]: I mean, I think so often, like on our other podcast, I'm speaking to e-commerce founders all the time and so often the reason they ended up in e-commerce was they did it for a bit and then discovered the numbers.
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[SPEAKER_01]: You know, like you get to see everything through two conversion, you can optimize to this really clear point.
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[SPEAKER_01]: So it's really cool the other same thing, but going from SEO to paper, click with the, especially in that copy space.
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[SPEAKER_01]: It's in some ways a journey many people have been on all the numbers.
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[SPEAKER_01]: I can never let go of the numbers again.
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[SPEAKER_01]: And you now have to have explored the whole of Google ads, I suppose, having you, you're now fully embraced, not just the ad text side of things.
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[SPEAKER_02]: Yeah, a hundred percent.
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[SPEAKER_02]: So I do have to inform G campaign creation, ad copy creation, key recovery search, compass to research, all of that goes into creating a campaign using the client's budget, the client's private audience, the client's targets, obviously, and then not really shapes the strategy.
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[SPEAKER_02]: So yeah, and worked across, like I said, loads of industries, and worked at who know these digital agencies, where I was managing, you know, hospitality,
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[SPEAKER_02]: my breadth of experience was really wide.
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[SPEAKER_02]: So when I set up myself four years ago, I felt like I could say yes to a lot of clients and what a referral that I was getting because I'd had that agency experience where you'd dabble in a little bit of everything.
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[SPEAKER_02]: So that ground was really great for setting my adulthood because I know I'm fortunate.
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[SPEAKER_01]: And of course, you've created brilliant pitch to come on the show.
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[SPEAKER_01]: To tackle a topic, which embarrassingly, we've never covered in its own special episode before because a lot of our listeners are bricks and clicks.
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[SPEAKER_01]: They've got physical stores or they run pop ups regularly or do something else in the real world.
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[SPEAKER_01]: But yet, we have never done an episode on local advertising with Google ads.
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[SPEAKER_01]: So thank you so much, Hannah, for putting this forward for us.
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[SPEAKER_01]: Where do we start?
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[SPEAKER_01]: What's if someone wants to start doing this?
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[SPEAKER_01]: So imagine they've got a number of physical stores around the country.
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[SPEAKER_01]: And but they've never done any advertising to drive people into those or specifically around those.
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[SPEAKER_01]: Where do they start?
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[SPEAKER_02]: Actually, it happened the first incident that kind of happens outside of Google ads.
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[SPEAKER_02]: So going back to the SEO world again,
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[SPEAKER_02]: per Google that you own that business.
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[SPEAKER_02]: What I like to do and that the first thing the fundamentals is always think your Google business profile with your Google Azure page.
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[SPEAKER_02]: And that means any impressions, any ad glitch, any conversions that happen from a Google ads click, then gets up.
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[SPEAKER_02]: So we can use that data to see how many people have visited your store has a result of a Google ads click.
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[SPEAKER_02]: And that is really powerful because when people think of Google ads, you kind of just spend money, you get money or you spend money and you get the leads.
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[SPEAKER_02]: It's great for, you know, it's easy to build awareness, etc.
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[SPEAKER_02]: But not as many people, some of it, for driving footfall.
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[SPEAKER_02]: But you can track how many people see, like, search from their phone and then visit that store or based on BPS, on your phone, basically, on when you're logged into Chrome, the Google knows where you are at all times, obviously.
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[SPEAKER_02]: If you've got EGPS settings enabled, and that's what helps kind of Google Maps do.
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[SPEAKER_02]: It's thing.
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[SPEAKER_02]: So it means that if you search for something, quote, the ad, and then visit it, it's that GPS setting that's allowing Google to track that you visited that store by some result of the Google ads.
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[SPEAKER_01]: Also, we've got a bit of housekeeping to do before we do anything in Add Center in terms of making sure we own all our Google business profiles and that they're all ideally in one log in.
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[SPEAKER_01]: Yeah, I'm not interested to our Adds account.
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[SPEAKER_02]: Yeah, so if you've got business manager and then you hear from Google Business profiles underneath that, if you've got business manager page, Google Ads, then enables all of that data to be shared between both platforms.
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[SPEAKER_01]: If there's a good thing about that housekeeping is it's going to benefit you generally as well in the SEO world and et cetera, but it does then set you up ready for the Google ad side of things it does and actually in June of this year June 2026 Google actually launched.
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[SPEAKER_02]: the ability for GA4 and Google Business Profile data, Judy shared, why they've taken this long to actually merge two of the systems that they own.
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[SPEAKER_02]: We'll never know, but it's meant that now in GA4 you can see how many
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[SPEAKER_02]: Website clicks happened from Google Business Profile, how many calls and also how many get directions clicked from Business Profile as well.
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[SPEAKER_02]: So, although since a kind of a Google ad fork, it's worth mentioning that that functionality is there now, so you can see
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[SPEAKER_02]: the data.
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[SPEAKER_02]: So if you've got any SEOs listening to this, I want to charge you, Google Business Profile Optimization, you can absolutely claim those, pause, claim those, get directions, but as content signals for people to visit your store, it's going to really help report in, basically.
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[SPEAKER_01]: Very nice, definitely relevant and worth bringing up.
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[SPEAKER_01]: So that's it.
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[SPEAKER_01]: We've got all of that sorted out.
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[SPEAKER_01]: What do we do next?
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[SPEAKER_02]: So if you want to track your Google ads visits from a click, obviously you need to make sure your profile is linked to Google ads, which will provide the second thing to do is make sure you are
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[SPEAKER_02]: launching low-pafing assets.
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[SPEAKER_02]: So I'm going to campaigns, campaigns, and the Google ads interface, and then go to assets.
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[SPEAKER_02]: That's where you'll find like site links, you call out promotions, extensions, basically, within that is your location.
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[SPEAKER_02]: So if you click on there, and then add new, but I'll give you a list of the Google business profiles that you own.
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[SPEAKER_02]: So if you wanted to only track store visits from one shop,
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[SPEAKER_02]: Then you can, or if you wanted to track, store visits from call three or four shops, you can, and then the data will separate.
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[SPEAKER_02]: I do want to clarify that this isn't it, Google are very vague on the criteria, let's say.
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[SPEAKER_02]: So all the pens on where you are physically,
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[SPEAKER_02]: unfortunately.
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[SPEAKER_02]: So I had two clients.
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[SPEAKER_02]: The first client was spending over 10,000 pounds and once on Google ads.
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[SPEAKER_02]: They've been running ads for five plus years.
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[SPEAKER_02]: So thousands of impressions, millions of clicks, hundreds of conversions over the years.
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[SPEAKER_02]: And...
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[SPEAKER_02]: We said, right, we're going to set up store, visit, tuck in, happy day.
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[SPEAKER_02]: So we moved the account, unable to load patient extensions, or where we went, come and say, forgets.
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[SPEAKER_02]: We did everything right, but because they were based on a trading estate, the footfall that they got to the trading estate was high enough for it to meet Google's data thresholds to keep the data anonymous.
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[SPEAKER_02]: Whereas, that's kind of example one.
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[SPEAKER_02]: My other client is a restaurant, Glasgow and Aberdeen high streets.
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[SPEAKER_02]: We set up the account, spend 500 pounds of months to advertise the people's searching for light state restaurant near me, because it was in the city centre, who was as a spending quite a low budget, the campaign had been running six weeks.
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[SPEAKER_02]: linked.
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[SPEAKER_02]: We were starting to see that store because it's rate, data, happen within, in one to two, just because being out of people, there's the footfall in Glasgow and Aberdeen's centres because they were placed, and where where the data is put being on a mess, we were able to see that data in your account quickly.
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[SPEAKER_02]: So even if you do everything right, I don't want to promise that this is going to work instantly, it's definitely matters that you are somewhere in a high
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[SPEAKER_01]: Now, if you're in that place where you don't have the high foot force, you don't get that data coming through, is there any point in running local ads if you can't see the impact on in store.
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[SPEAKER_02]: There's ways that we'll talk about definitely that can improve people visiting your store and improve instead of motion to attract people to the store.
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[SPEAKER_02]: The only thing we can't do is track how many people is it?
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[SPEAKER_02]: And we can definitely say, you know, come and click and click and set up properties to encourage people to visit because it'll say how close your store is
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[SPEAKER_02]: We could definitely set up, which will benefit them, but it just makes it hard to track the physical person in the shop.
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[SPEAKER_01]: So you're going to have limits on scalability because you don't have that data and you're going to have limits on how much you want to spend.
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[SPEAKER_01]: But if you had a warehouse shop and you wanted to advertise that, and you sold gifts, and it was coming up to Christmas, you wanted to advertise that in your local area.
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[SPEAKER_01]: There's no reason not, you're just not going to get the results.
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[SPEAKER_02]: So that's a bit more small.
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[SPEAKER_01]: Yeah, okay, cool.
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[SPEAKER_01]: So we've got,
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[SPEAKER_01]: are feasibility tracking integrated in Google Ads.
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[SPEAKER_01]: We've got our Google business profile integrated.
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[SPEAKER_01]: Do we get to do some ads yet?
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[SPEAKER_01]: Or is there more set up to do that?
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[SPEAKER_02]: No, that's all good.
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[SPEAKER_02]: That's all good.
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[SPEAKER_02]: For the next step is the set-up we add.
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[SPEAKER_02]: So the only the main ad format that it's recommended for local is performance.
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[SPEAKER_02]: Because when you go to settle any campaign in Google ads, it will say, what is your objective?
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[SPEAKER_02]: That's the first thing that you're hit with, whether it's leads, whether it fails, whether it's brand awareness, you want video views.
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[SPEAKER_02]: So with performance max, it's the only ad format that gives you store visits.
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[SPEAKER_02]: option.
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[SPEAKER_02]: So you are kind of your hand is forced into setting up.
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[SPEAKER_01]: If you want to use the goal of store visits, I'm quite frankly why wouldn't you in this scenario, your only option is a PMAX campaign.
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[SPEAKER_02]: All right.
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[SPEAKER_01]: And then is there anything we then do to that PMAX campaign to make it more targeted for local like, do we create a specific PMAX campaign per location or do we just shock our locations into our general PMAX activity?
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[SPEAKER_02]: So you can have one asset group and then put all your assets into there.
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[SPEAKER_02]: So that means, or your headlines, or your descriptions, making sure your location and sets again are enabled.
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[SPEAKER_02]: And then it will show you the data that each of those locations.
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[SPEAKER_02]: And if you have two different like two wildly different audiences, then you can have separate asset groups for each of those.
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[SPEAKER_02]: So if you might have like one store that is say lonely and it has like you know heavily discounted and it's like your outlet store, then you can have a separate ad copy and target in a different type of customer, different search terms, different search themes, different audience signals within that asset group.
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[SPEAKER_02]: store not the discount, not the outlet, when you can have a separate kind of a set for them.
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[SPEAKER_02]: I would say though, with performance max, the benefit of it obviously incorporates search and shopping ads and display, demand, gym, Gmail, ads as well, YouTube, YouTube shorts.
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[SPEAKER_02]: The main benefit of using performance up max is your ad appears on maps on Google Maps.
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[SPEAKER_02]: And that's why people use performance max as opposed to search because if you're in Google Maps and you're searching for kind of trainers because you're in a city center and you want to
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[SPEAKER_02]: It's paid to optimize your performance max asset for like bid on trainers, bid on different brands that you haven't stopped.
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[SPEAKER_02]: So the indirect people do your store from 500 meters away, or whenever they are in the city center searching for that product.
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[SPEAKER_01]: But you see, there's not too much graphic text, et cetera, set up for us to do in doing this is there.
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[SPEAKER_01]: It's mainly, it seems to me, and tell me if I'm wildly wrong with this, and it seems like once we've got those fundamental foundations set up,
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[SPEAKER_01]: Then we're essentially letting PMACs do its thing and they're not rising rather than having to go and create get photos or write endless copy about Edinburgh City Center or something.
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[SPEAKER_01]: It's just the way we go.
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[SPEAKER_02]: Yeah, it's quite like touch and main performance max.
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[SPEAKER_02]: The way it works is you empty a domain or like select a product category and then goes away and brings in all the shopping ads obviously pull through.
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[SPEAKER_02]: So all the imagery is the product imagery.
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[SPEAKER_02]: and then in match, for example, because the space is so small, it only really pulls through your logo on like the promoted pen.
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[SPEAKER_02]: You probably see them yourselves where like if you say if you open Google Maps in a city center, you'll see the square pins.
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[SPEAKER_02]: Some have a logo, some don't, but the square pins where the promoted ones, they're sponsored, and then anything with a circle pin is just an organic, listen, but once you click it, you click on that promoted pin.
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[SPEAKER_02]: There's a little bit of an ad text.
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[SPEAKER_02]: If you might have a special offer, for example, but then the rest is just all the information pulled in from the Google Business Profile.
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[SPEAKER_02]: So you're opening hours.
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[SPEAKER_02]: You review some folks out.
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[SPEAKER_02]: That's why it's a good idea to kind of optimize that, as well as just the Google Ads account.
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[SPEAKER_02]: But I think Bronmanos were quite an earlier doctor of this.
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[SPEAKER_02]: So what they did was they had a, you know, 4 p.m. till 7 p.m. trying to track people who were on their commute home, use these promoted kids or maps so that when people would drive in past and be clicked on the pen, it was like, there's an offer, you know, at the light for the liver good promotion.
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[SPEAKER_02]: But it was like a special offer.
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[SPEAKER_02]: There was only available those hours to try and capture people who were on their commute.
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[SPEAKER_02]: So it was a really targeted campaign to redress that that time.
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[SPEAKER_01]: So that's cunning as it's who you might want to set up that campaign.
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[SPEAKER_01]: So it's it's only on during specific times.
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[SPEAKER_01]: If your shop's not open on a Sunday, don't run it on a Sunday.
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[SPEAKER_01]: But then I suppose there's an e-commerce and offline store.
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[SPEAKER_01]: You're still quite interested in people knowing around potentially drive sales to website.
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[SPEAKER_01]: Do these campaigns ever drive sales to website?
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[SPEAKER_01]: Or should be purely be focused on driving football?
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[SPEAKER_02]: Click depends on the objective.
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[SPEAKER_02]: So if even though you select and score visits as you're objective, you can then set the goal within the campaign set up.
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[SPEAKER_02]: Your goal might be purchases, your e-commerce retailer, and then obviously the score visits as well.
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[SPEAKER_02]: So and then it depends on how you've you've pulled your campaign to optimize for.
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[SPEAKER_02]: We'll see you want revenue.
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[SPEAKER_02]: then you might have a maximized conversion value or you might have a target row us on your campaign.
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[SPEAKER_02]: And that's fine.
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[SPEAKER_02]: But if you're tracking store visits, you need to make sure that you put a value associated to that store visit, because if you've pulled your campaign to optimize for sales, but obviously it's back in purchases far in as well as leads as well as store visit.
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[SPEAKER_02]: We don't tell Google how much that store is.
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[SPEAKER_01]: It's worth, it's just going to optimize for purchases because it's like you pull being one loving you attributing the value to store visits is that dynamically done per order presumably not because there's no way of tracking it's just a or average transaction value in store is £30 will put £30 as the value into Google.
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[SPEAKER_02]: Well, little step before that, because not every person who goes in will buy.
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[SPEAKER_01]: Oh, yeah, that's a good point.
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[SPEAKER_01]: So you've got to do your own conversion from football.
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[SPEAKER_01]: 100% to that.
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[SPEAKER_02]: Yeah, so I like, I just do like, you know, rough maths.
19:15.177 --> 19:16.358
[SPEAKER_02]: Here's some rough maths incoming.
19:16.818 --> 19:26.325
[SPEAKER_02]: If you've got an average order value of 50 pounds or average in store purchase of 50 pounds, but only like 10% people who visit your store transact.
19:27.125 --> 19:30.931
[SPEAKER_02]: then you can actually be side pounds to the value of that visit.
19:31.853 --> 19:36.100
[SPEAKER_02]: And I feel like that take it into consideration any internal conversion rate.
19:36.140 --> 19:40.386
[SPEAKER_02]: I mean, unless you use kind of, you know, football counters is stuff it's hard to know.
19:41.675 --> 19:56.427
[SPEAKER_02]: how your store conversion rate is, how many people visit and then purchase, what it's useful to have a rough guide so that you can attribute a value or set a value for a store visit in Google Ads.
19:56.727 --> 19:58.468
[SPEAKER_02]: So take the restaurant client again.
19:59.029 --> 20:05.113
[SPEAKER_02]: They knew that we were tracking a cost per lead as I would target our objective.
20:05.374 --> 20:09.237
[SPEAKER_02]: So we had maximize conversions or target cost per position.
20:10.037 --> 20:24.044
[SPEAKER_02]: and they knew that on average a booking was like 5.3 people big because it was popular by new for parties and on average that booking might be worth 350 pounds for example.
20:24.304 --> 20:29.507
[SPEAKER_02]: So we knew if we were getting it person in to the restaurant for like 40 pounds.
20:32.000 --> 20:41.947
[SPEAKER_02]: because we knew that what they would, that one person was bringing an extra 3.3 people, and that their table got thing, the table values would be at least in sugar.
20:42.748 --> 20:44.229
[SPEAKER_02]: So that's how we could kind of quantify it.
20:45.470 --> 20:49.252
[SPEAKER_02]: In local inventory, tell us a bit about that.
20:49.272 --> 20:52.735
[SPEAKER_01]: So Google merchant feed stock thing, isn't it?
20:52.775 --> 20:53.976
[SPEAKER_01]: I don't explain that very badly.
20:54.596 --> 20:56.237
[SPEAKER_01]: Please explain it best of the V-hanna.
20:56.617 --> 20:58.879
[SPEAKER_02]: Yes, it exists within Google merchant center.
21:01.841 --> 21:11.128
[SPEAKER_02]: kind of your original shopping feed, so you'll have your warehouse, which will have all of your stock data in, all of that product data exists on your website.
21:11.388 --> 21:18.874
[SPEAKER_02]: It will scrape, it will pull into merchant center, Google will say, is it good or bad and different, and then it will be pushed into Google Ads, so it's like a standard shopping feed.
21:19.475 --> 21:26.660
[SPEAKER_02]: The local inventory adds a set of away taking your feed, but integrating your stock per branch.
21:29.685 --> 21:38.620
[SPEAKER_02]: And you've got, you know, that there is two livestock, you need to tell the merchant center, what's the product ID of those trainers?
21:40.150 --> 21:46.734
[SPEAKER_02]: what is the shot code, which you'll take from Google Business Profile, and then what's your availability.
21:47.094 --> 21:56.780
[SPEAKER_02]: So it might be like, product ID is 0.01, availability, the shot code will be 1.25, you know, wherever it is from Business Profile, and then availability will be too.
21:57.620 --> 22:01.763
[SPEAKER_02]: So what that's saying to Google is someone is searching for
22:07.410 --> 22:14.431
[SPEAKER_02]: then you can show an ad that has, I think, trainers, as you know, it would just look like a product to sit out in the Google search results.
22:14.991 --> 22:26.413
[SPEAKER_02]: But instead of just having the picture, the price, any promotions, and the delivery options, it will have like a little icon that says, when they were the town, and then also in the ad it will have like 1.6 miles.
22:27.053 --> 22:31.674
[SPEAKER_02]: And if it will say like open up close, so it will actually pull in from your Google business profile.
22:31.734 --> 22:31.914
[SPEAKER_02]: If the
22:36.775 --> 22:39.317
[SPEAKER_02]: Then, we'll name with a town, but the shop is in.
22:40.138 --> 22:47.424
[SPEAKER_02]: And it's a good way to kind of drive kick, flipping plants, drive, front awareness locally, and then install visits as well.
22:48.345 --> 22:48.625
[SPEAKER_02]: Cool.
22:49.366 --> 22:54.270
[SPEAKER_01]: Anything we've missed in the world of offline ads that the audience needs to know about before they get stuck in.
22:55.602 --> 23:10.010
[SPEAKER_02]: The one thing that I would mention is, this is something that I'm hoping to come to the world of people to see further down the line, but in Merchant Center there is a way to show specific offers based on location.
23:10.810 --> 23:13.932
[SPEAKER_02]: Now at the moment this is only available for organic.
23:15.332 --> 23:22.816
[SPEAKER_02]: So any SEOs that are lifting or anyone who looks at Merchant Center, this is kind of a sweet spot
23:25.033 --> 23:30.615
[SPEAKER_02]: multiple scores, perhaps there's only a sale running in one score.
23:31.595 --> 23:39.278
[SPEAKER_02]: You can have a separate discount code running for one store, but there's the others where it was before, it had to apply to everything.
23:39.998 --> 23:51.526
[SPEAKER_02]: So this functionality has only been live for a couple of months, as I say, it's only available to all Gannick or the free listings for the moment, but I'm hoping it's going to come to Google Ads, as well.
23:51.966 --> 23:52.467
[SPEAKER_02]: Do you see?
23:52.907 --> 23:57.270
[SPEAKER_01]: One can only imagine it will soon or later, but very cool.
23:57.930 --> 24:01.053
[SPEAKER_01]: Thank you for taking us through all of that, Hannah.
24:01.193 --> 24:04.435
[SPEAKER_01]: Listers, make sure you stay tuned right to the end, so you don't miss out on Hannah's.
24:04.855 --> 24:10.601
[SPEAKER_01]: Inside a tips on Google Ads and my suggestions for other ways we can help you improve things even further in your businesses.
24:13.072 --> 24:16.853
[SPEAKER_01]: Okay Hannah, so far we've gone deep into local advertising.
24:17.233 --> 24:21.114
[SPEAKER_01]: Now you get to hours with your insider knowledge about the whole of Google Ads.
24:21.274 --> 24:27.875
[SPEAKER_01]: So for the following questions you're answer can be anything to do with Google Ads, which of course includes everything we've already been talking about.
24:28.275 --> 24:28.996
[SPEAKER_01]: Anna, are you ready?
24:29.616 --> 24:30.216
[SPEAKER_01]: I am so ready.
24:30.996 --> 24:31.356
[SPEAKER_01]: Awesome.
24:31.536 --> 24:33.177
[SPEAKER_01]: Then let's start with newbie advice.
24:33.277 --> 24:36.997
[SPEAKER_01]: If we've inspired someone to take their first step, what do they need to know to give them
24:40.073 --> 24:44.338
[SPEAKER_02]: for Bougas, it's entirety, I'm always going to come up to conversions of kid.
24:45.019 --> 24:58.534
[SPEAKER_02]: Google answers a cylinder, but doing what you want it to do, once conversion tracking is set up properly, and the Google has at least 15 conversions over a 30 day period.
24:59.255 --> 25:01.056
[SPEAKER_02]: It has a better idea of what good looks like.
25:01.696 --> 25:08.279
[SPEAKER_02]: So the challenge, I guess, when you're starting from scratch, is getting to that 15 conversions in a 30 day period.
25:08.899 --> 25:23.244
[SPEAKER_02]: The faster you get to that, the faster that you can switch from kind of max clicks, but in strategy to maximize conversions, and maximize conversion value, and then that smart bidding is doing quite a very lifting and what good looks like.
25:23.284 --> 25:24.165
[SPEAKER_02]: It knows what
25:25.025 --> 25:26.766
[SPEAKER_02]: or a good customer looks like.
25:27.526 --> 25:31.628
[SPEAKER_02]: So making sure you're on version tracking is set up from day one, is absolutely cute.
25:32.729 --> 25:38.091
[SPEAKER_01]: Now once you've started, of course, you've got to keep optimizing sorts of your favourite way to improve performance.
25:39.292 --> 25:43.193
[SPEAKER_02]: The thinking specifically on shopping and performance match.
25:43.374 --> 25:43.954
[SPEAKER_02]: The think
25:45.477 --> 25:52.084
[SPEAKER_02]: We're quite all-school, but for performance max campaigns, most of my kind of shopping campaigns have been broken before, it's an option now.
25:52.605 --> 26:02.015
[SPEAKER_02]: And I like to test whether it's better to run feed only performance max campaign, or whether it's best to have sex.
26:02.521 --> 26:06.586
[SPEAKER_02]: But it's the folks me every time I run this because there's no sort of loop print.
26:07.026 --> 26:08.508
[SPEAKER_02]: Have a single client or behave differently.
26:08.528 --> 26:10.130
[SPEAKER_02]: Have a single industry behaves differently.
26:10.610 --> 26:21.082
[SPEAKER_02]: So I always run two asset groups and every performance max campaign just to understand skills, lighting, images and videos and audience.
26:21.983 --> 26:38.258
[SPEAKER_02]: signals and search teams does that help adding you know all of the headlines descriptions all of that does it help performance or actually are we better sticking to the feed and letting Google decide which products are the most clicked and onvert best.
26:38.977 --> 26:53.740
[SPEAKER_02]: On top of that, I'd say, just the regular foundation standoff, if you search term report, key to excluding products that are spending lots of money and not converting, brilliant, and also make sure that your location settings are set to presence only and not presence on contrast.
26:53.760 --> 26:57.961
[SPEAKER_02]: Something's Google's just going to send you money wherever it sees fit around the world, which is an ideal.
26:58.462 --> 27:06.583
[SPEAKER_02]: Yeah, and don't be afraid to look into your location performance itself, I just exclude counties, exclude settings, post codes
27:09.324 --> 27:20.648
[SPEAKER_02]: Even those small incremental savings means that next time Google won't waste it when you're there it will double down on the areas that are working for you and you'll ultimately get more revenue.
27:21.668 --> 27:22.368
[SPEAKER_01]: Awesome advice.
27:22.849 --> 27:26.730
[SPEAKER_01]: If someone listing wants to learn more is there a cheap or free resource you would recommend.
27:27.507 --> 27:41.260
[SPEAKER_02]: Well, I'd say that the general fundamentals like Google Ads, well, Google has a skill stop sort of certifications zone where you can go and learn about AI and J4 and optimize in Google Ads.
27:41.360 --> 27:43.582
[SPEAKER_02]: But take this with a pinch of salt because
27:44.303 --> 28:05.818
[SPEAKER_02]: Gilleshop is set up to advise you on how to spend Google's money or how to like own Google money better out in the real world, obviously there's so many new features and formats coming that it's hard to say a rest of what's worth testing and what's not to kind of creators to big Google ads viewers that I recommend following as Jill Suston Gales.
28:05.958 --> 28:06.818
[SPEAKER_02]: She was recently
28:12.622 --> 28:15.544
[SPEAKER_02]: kind of weekly podcast called Inside Google Ads.
28:15.744 --> 28:16.605
[SPEAKER_02]: She's fantastic.
28:16.785 --> 28:29.853
[SPEAKER_02]: And then for Ecommerce, only Jeremy Young runs Google Ads on leash, and he will, or don't record 30 minutes, podcasts on how to optimize Google Ads for E-Com.
28:29.893 --> 28:31.855
[SPEAKER_02]: So, both those are a good place to stop.
28:32.895 --> 28:37.438
[SPEAKER_01]: awesome recommendations and Jill was the last episode on the show.
28:37.838 --> 28:47.624
[SPEAKER_01]: So if anyone wants Jill's take on what's new in Google ads and what you should be taking advantage of, then go to the episode before this one immediately after you finish listening to this one.
28:47.644 --> 28:53.047
[SPEAKER_01]: And finally crystal ball time, what's coming up in the next 12, 6 to 12 months that we should be getting ready for.
28:54.145 --> 28:55.326
[SPEAKER_02]: Um, a couple of big ones.
28:55.526 --> 28:58.868
[SPEAKER_02]: So the essays, I don't have such a job to solve.
28:59.209 --> 29:00.529
[SPEAKER_02]: They are being retired.
29:00.549 --> 29:11.717
[SPEAKER_02]: Google initially is planning on retiring these in September, 26, but then after a huge appetizer backlash, when thinking you're going to ruin my cue for, and push this back.
29:12.037 --> 29:12.838
[SPEAKER_02]: to February.
29:13.158 --> 29:21.884
[SPEAKER_02]: So your DSA campaigns will migrate to AI Maths that are kind of the latest and greatest search campaign feature.
29:22.404 --> 29:34.652
[SPEAKER_02]: So where that is coming out and then like I said before, I'm really hoping that the local promotions problems to Google article at the moment, it's only available for electronic.
29:34.852 --> 29:39.135
[SPEAKER_02]: Just to mention on jail, I'm big at a conference in Italy,
29:41.288 --> 29:45.669
[SPEAKER_02]: And, and that's on the 50, so she's about to go.
29:45.829 --> 29:47.169
[SPEAKER_02]: Yes, counting down the days.
29:47.809 --> 29:49.250
[SPEAKER_02]: I'm speaking, and then Jill's speaking.
29:49.610 --> 29:56.051
[SPEAKER_02]: So like, I see a light shit on her, like she's such, just like, absolutely here, but she doesn't, I like, I'm feeling for her.
29:56.071 --> 29:58.191
[SPEAKER_02]: I feel like I, this career has beat.
29:59.032 --> 30:01.312
[SPEAKER_01]: Yeah, very cool.
30:01.452 --> 30:07.153
[SPEAKER_01]: And I had to say though, that Google planning on turning off any ad stuff in September,
30:11.430 --> 30:15.473
[SPEAKER_01]: Well, when they complain about it again, we'll say we change the date by six months.
30:15.493 --> 30:20.877
[SPEAKER_01]: You know, it's always like a pre-emptory PR win or just stupid.
30:21.277 --> 30:23.839
[SPEAKER_01]: So I'm very glad they've changed that one back to next year.
30:23.859 --> 30:25.840
[SPEAKER_01]: It's just ridiculous.
30:26.301 --> 30:27.882
[SPEAKER_01]: Hannah, we're very nearly under the show.
30:28.022 --> 30:33.786
[SPEAKER_01]: Could you please let the listeners know where they can find you and your business other than in Italy in the middle of October?
30:34.637 --> 30:36.938
[SPEAKER_02]: You can also capture me in Turkey, I haven't mentioned that.
30:37.138 --> 30:44.320
[SPEAKER_02]: So I'm also speaking in Turkey from at the second, second and third of October.
30:44.620 --> 30:46.260
[SPEAKER_02]: And again, it's all really soon.
30:46.300 --> 30:50.042
[SPEAKER_02]: So fair enough to go on this, without this type of search and stuff in Antalia.
30:50.462 --> 30:51.202
[SPEAKER_02]: And runs every year.
30:51.322 --> 30:51.982
[SPEAKER_02]: It's fantastic.
30:52.462 --> 30:58.044
[SPEAKER_02]: I'm also found on Zorovo, Zoro marketing, credit UK, and on LinkedIn as well.
30:58.084 --> 31:01.025
[SPEAKER_02]: So my kind of slow is Hannah Dush, strong, and Bush,
31:02.065 --> 31:03.085
[SPEAKER_01]: Then push that everybody.
31:03.145 --> 31:09.788
[SPEAKER_01]: Hannah, thank you so much being on the podcast and helping us tick off a topic that we have neglected for far too long.
31:09.848 --> 31:10.849
[SPEAKER_01]: So thank you for being here.
31:11.329 --> 31:12.069
[SPEAKER_02]: Thanks for having me.
31:14.070 --> 31:17.431
[SPEAKER_01]: Now you have it relatively straightforward things to get set up.
31:17.952 --> 31:25.655
[SPEAKER_01]: Make sure first off, make sure you've got your Google business profiles in place owned, optimized for your physical locations.
31:26.355 --> 31:30.517
[SPEAKER_01]: Then link those up with your Google ads and your Google analytics.
31:31.477 --> 31:51.523
[SPEAKER_01]: go into what was it campaigns and assets and location and link up those locations as assets and then it's all about the PMAX campaigns with the goal of in-store visit although you can of course also use these things to optimize your e-commerce
31:52.343 --> 31:53.604
[SPEAKER_01]: Lots to get stuck into there.
31:53.624 --> 32:00.209
[SPEAKER_01]: If you've particularly liked this dive into local Google ads, then maybe we should get Hannah back on next time to go through how you go about optimizing it.
32:00.769 --> 32:01.410
[SPEAKER_01]: Let me know.
32:02.090 --> 32:04.852
[SPEAKER_01]: Always like to hear from you what topics you would like us to cover.
32:05.353 --> 32:16.421
[SPEAKER_01]: You can get the links to all the things we discussed, the full transcript, our notes are more at keepoptimizing.com or use keepopt.com for such the number of this episode to go straight to the right page.
32:16.841 --> 32:19.443
[SPEAKER_01]: When you get there, please add yourself to our email list.
32:19.943 --> 32:23.325
[SPEAKER_01]: Thank you for tuning in to this episode of the keypoptimizing podcast.
32:23.606 --> 32:38.696
[SPEAKER_01]: As I mentioned, our episode immediately before this one is the marvelous Jill Saskingale, who is taking us through what new functionality in Google Ads you need to care about, rather than all the bits you don't, and that's the episode immediately before this one.
32:39.116 --> 32:49.403
[SPEAKER_01]: And if you want to have a look through all our Google Ads content, then either scroll up your feed or use the short link, keepopt.com for such Google Ads to go to the Google Ads page on the website.
32:50.144 --> 33:00.471
[SPEAKER_01]: Please do share with your fellow marketers that we are covering this because we do it to help all of you, not just you, I know you'd like to keep it secret, but please do share with the others so we can help them too.
33:00.911 --> 33:06.355
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
33:09.551 --> 33:15.683
[SPEAKER_00]: Access everything, keep optimizing, at keepoptimizing.com, that's with a nest, not a z.
00:00.191 --> 00:03.053
[SPEAKER_02]: For Google guys, I'm always going to come up to conversions of kids.
00:03.273 --> 00:15.260
[SPEAKER_02]: Google answers of talent, but doing what you want it to do, and once conversion tracking is set up properly, with Google has at least 15 conversions over a 30-day period.
00:15.581 --> 00:17.382
[SPEAKER_02]: It has a better idea of what good looks like.
00:17.542 --> 00:23.345
[SPEAKER_02]: The challenge, I guess, when you're starting from scratch, is getting to that 15 conversions in a 30-day period.
00:23.666 --> 00:26.287
[SPEAKER_02]: So making sure you're conversion tracking is set up from day one
00:30.182 --> 00:37.100
[SPEAKER_00]: your listening to the keep optimizing podcast to increase your traffic improve your conversion rates and grow your profits.
00:40.095 --> 00:41.436
[SPEAKER_01]: Hello and welcome.
00:41.556 --> 00:45.460
[SPEAKER_01]: I'm Chloe Thomas the host of this e-commerce marketing focused podcast.
00:45.640 --> 00:52.046
[SPEAKER_01]: If you're not familiar with our format, we release five episode mini series that dive deep into one e-commerce marketing topic.
00:52.486 --> 00:57.111
[SPEAKER_01]: It could be a channel like email, SEO or a big topic like acquisition or retention.
00:57.631 --> 01:04.458
[SPEAKER_01]: And in each of the episodes you once released on Wednesdays, I interview a different expert to explore the latest device on making it work for you.
01:05.178 --> 01:10.663
[SPEAKER_01]: And then after each five episode, many series we take a week off to give you time to take action on what you've learned.
01:11.243 --> 01:18.469
[SPEAKER_01]: At the moment, we're picking up the Google Ads thread again, yes, one of my favourite topics, and one we've been doing ever since the beginning of this show.
01:18.969 --> 01:27.677
[SPEAKER_01]: And in that bot, saying all that, in this episode, we're tackling an area of Google Ads that we have never tackled before, how embarrassing.
01:28.077 --> 01:28.737
[SPEAKER_01]: We are doing...
01:29.638 --> 01:33.702
[SPEAKER_01]: Local ads, yes, we're talking about driving fitful, but also driving e-commerce sales.
01:33.843 --> 01:37.486
[SPEAKER_01]: And we've got a real expert in it to take us through all the ins and outs.
01:37.807 --> 01:46.716
[SPEAKER_01]: So make sure you listen to the end of the episodes you get all the ins and outs, and also because she's saying some sharing some really good insider tips at the very end too.
01:48.775 --> 01:52.858
[SPEAKER_01]: In this episode, I'm chatting with Google Ads expert Hanna Zora's Strong.
01:53.278 --> 02:01.745
[SPEAKER_01]: Hanna has spent the last 14 years managing an auditing hundreds of Google ad accounts and regularly shares her expertise at many Google Ads conferences.
02:02.225 --> 02:09.070
[SPEAKER_01]: She's worked for some of the biggest agencies in the UK and for the last four years has but been running her own called Zora marketing.
02:09.411 --> 02:10.091
[SPEAKER_01]: Hello, Hanna.
02:10.571 --> 02:11.312
[SPEAKER_01]: Hello, Chloe.
02:11.332 --> 02:12.133
[SPEAKER_01]: Lovely to meet you.
02:12.613 --> 02:14.194
[SPEAKER_01]: Awesome to have you here on the show.
02:14.374 --> 02:17.397
[SPEAKER_01]: How did you get into the world of Google advertising?
02:18.037 --> 02:28.206
[SPEAKER_02]: So I actually started on the dark side on SEO's that I just started at an agency in Newcastle and was an SEO copywriter.
02:28.967 --> 02:37.294
[SPEAKER_02]: And then one day someone from the PPC team came over and said, hey, copywriters, we would like some help with some ad copy and anybody will help.
02:37.474 --> 02:37.694
[SPEAKER_02]: And I
02:41.177 --> 02:55.312
[SPEAKER_02]: And that was it, really, I just got sucked into the numbers of it all because in the copy team, you know, we're right in blog posts, best posts, and I felt like a production line and you'd kind of produce this piece of content.
02:55.332 --> 03:00.717
[SPEAKER_02]: I thought we'd go into the sunset and you never really knew from our team anyway what happened to the content.
03:00.737 --> 03:01.098
[SPEAKER_02]: Was it good?
03:01.178 --> 03:01.898
[SPEAKER_02]: But I did it for.
03:02.639 --> 03:16.294
[SPEAKER_02]: And with Google ads, I love the fact that we could test different bad copies that we could see the kick through rate, see the impressions, see the conversions and it was tangible, like the results was so measurable of what I was doing and I just love it.
03:16.834 --> 03:23.461
[SPEAKER_02]: So I made the jump in keeping these theme a couple of months later and have been running Google ads ever since.
03:25.485 --> 03:36.287
[SPEAKER_01]: I mean, I think so often, like on our other podcast, I'm speaking to e-commerce founders all the time and so often the reason they ended up in e-commerce was they did it for a bit and then discovered the numbers.
03:36.728 --> 03:41.889
[SPEAKER_01]: You know, like you get to see everything through two conversion, you can optimize to this really clear point.
03:41.909 --> 03:48.390
[SPEAKER_01]: So it's really cool the other same thing, but going from SEO to paper, click with the, especially in that copy space.
03:49.070 --> 03:52.791
[SPEAKER_01]: It's in some ways a journey many people have been on all the numbers.
03:53.712 --> 03:55.394
[SPEAKER_01]: I can never let go of the numbers again.
03:55.414 --> 04:04.569
[SPEAKER_01]: And you now have to have explored the whole of Google ads, I suppose, having you, you're now fully embraced, not just the ad text side of things.
04:05.007 --> 04:05.867
[SPEAKER_02]: Yeah, a hundred percent.
04:05.928 --> 04:21.975
[SPEAKER_02]: So I do have to inform G campaign creation, ad copy creation, key recovery search, compass to research, all of that goes into creating a campaign using the client's budget, the client's private audience, the client's targets, obviously, and then not really shapes the strategy.
04:22.275 --> 04:30.740
[SPEAKER_02]: So yeah, and worked across, like I said, loads of industries, and worked at who know these digital agencies, where I was managing, you know, hospitality,
04:33.681 --> 04:35.582
[SPEAKER_02]: my breadth of experience was really wide.
04:36.283 --> 04:48.512
[SPEAKER_02]: So when I set up myself four years ago, I felt like I could say yes to a lot of clients and what a referral that I was getting because I'd had that agency experience where you'd dabble in a little bit of everything.
04:48.592 --> 04:53.796
[SPEAKER_02]: So that ground was really great for setting my adulthood because I know I'm fortunate.
04:54.745 --> 04:59.286
[SPEAKER_01]: And of course, you've created brilliant pitch to come on the show.
04:59.726 --> 05:09.288
[SPEAKER_01]: To tackle a topic, which embarrassingly, we've never covered in its own special episode before because a lot of our listeners are bricks and clicks.
05:09.308 --> 05:14.950
[SPEAKER_01]: They've got physical stores or they run pop ups regularly or do something else in the real world.
05:15.150 --> 05:20.891
[SPEAKER_01]: But yet, we have never done an episode on local advertising with Google ads.
05:21.271 --> 05:24.112
[SPEAKER_01]: So thank you so much, Hannah, for putting this forward for us.
05:24.852 --> 05:25.693
[SPEAKER_01]: Where do we start?
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[SPEAKER_01]: What's if someone wants to start doing this?
05:28.074 --> 05:31.517
[SPEAKER_01]: So imagine they've got a number of physical stores around the country.
05:32.197 --> 05:36.780
[SPEAKER_01]: And but they've never done any advertising to drive people into those or specifically around those.
05:37.461 --> 05:38.261
[SPEAKER_01]: Where do they start?
05:39.162 --> 05:43.164
[SPEAKER_02]: Actually, it happened the first incident that kind of happens outside of Google ads.
05:43.705 --> 05:46.407
[SPEAKER_02]: So going back to the SEO world again,
05:51.958 --> 05:53.681
[SPEAKER_02]: per Google that you own that business.
05:54.402 --> 06:00.773
[SPEAKER_02]: What I like to do and that the first thing the fundamentals is always think your Google business profile with your Google Azure page.
06:01.668 --> 06:11.355
[SPEAKER_02]: And that means any impressions, any ad glitch, any conversions that happen from a Google ads click, then gets up.
06:12.116 --> 06:19.941
[SPEAKER_02]: So we can use that data to see how many people have visited your store has a result of a Google ads click.
06:20.462 --> 06:27.467
[SPEAKER_02]: And that is really powerful because when people think of Google ads, you kind of just spend money, you get money or you spend money and you get the leads.
06:28.067 --> 06:30.528
[SPEAKER_02]: It's great for, you know, it's easy to build awareness, etc.
06:30.568 --> 06:33.768
[SPEAKER_02]: But not as many people, some of it, for driving footfall.
06:34.288 --> 06:47.751
[SPEAKER_02]: But you can track how many people see, like, search from their phone and then visit that store or based on BPS, on your phone, basically, on when you're logged into Chrome, the Google knows where you are at all times, obviously.
06:48.131 --> 06:51.992
[SPEAKER_02]: If you've got EGPS settings enabled, and that's what helps kind of Google Maps do.
06:52.032 --> 06:52.392
[SPEAKER_02]: It's thing.
06:52.992 --> 07:03.714
[SPEAKER_02]: So it means that if you search for something, quote, the ad, and then visit it, it's that GPS setting that's allowing Google to track that you visited that store by some result of the Google ads.
07:04.632 --> 07:15.020
[SPEAKER_01]: Also, we've got a bit of housekeeping to do before we do anything in Add Center in terms of making sure we own all our Google business profiles and that they're all ideally in one log in.
07:15.040 --> 07:17.882
[SPEAKER_01]: Yeah, I'm not interested to our Adds account.
07:18.302 --> 07:29.851
[SPEAKER_02]: Yeah, so if you've got business manager and then you hear from Google Business profiles underneath that, if you've got business manager page, Google Ads, then enables all of that data to be shared between both platforms.
07:30.735 --> 07:48.204
[SPEAKER_01]: If there's a good thing about that housekeeping is it's going to benefit you generally as well in the SEO world and et cetera, but it does then set you up ready for the Google ad side of things it does and actually in June of this year June 2026 Google actually launched.
07:49.158 --> 07:59.006
[SPEAKER_02]: the ability for GA4 and Google Business Profile data, Judy shared, why they've taken this long to actually merge two of the systems that they own.
07:59.807 --> 08:05.971
[SPEAKER_02]: We'll never know, but it's meant that now in GA4 you can see how many
08:06.792 --> 08:16.824
[SPEAKER_02]: Website clicks happened from Google Business Profile, how many calls and also how many get directions clicked from Business Profile as well.
08:16.884 --> 08:23.091
[SPEAKER_02]: So, although since a kind of a Google ad fork, it's worth mentioning that that functionality is there now, so you can see
08:24.032 --> 08:24.492
[SPEAKER_02]: the data.
08:24.532 --> 08:40.997
[SPEAKER_02]: So if you've got any SEOs listening to this, I want to charge you, Google Business Profile Optimization, you can absolutely claim those, pause, claim those, get directions, but as content signals for people to visit your store, it's going to really help report in, basically.
08:41.938 --> 08:45.099
[SPEAKER_01]: Very nice, definitely relevant and worth bringing up.
08:45.159 --> 08:46.159
[SPEAKER_01]: So that's it.
08:46.179 --> 08:47.859
[SPEAKER_01]: We've got all of that sorted out.
08:47.959 --> 08:49.400
[SPEAKER_01]: What do we do next?
08:50.148 --> 09:01.946
[SPEAKER_02]: So if you want to track your Google ads visits from a click, obviously you need to make sure your profile is linked to Google ads, which will provide the second thing to do is make sure you are
09:02.966 --> 09:04.807
[SPEAKER_02]: launching low-pafing assets.
09:05.688 --> 09:09.931
[SPEAKER_02]: So I'm going to campaigns, campaigns, and the Google ads interface, and then go to assets.
09:10.031 --> 09:17.316
[SPEAKER_02]: That's where you'll find like site links, you call out promotions, extensions, basically, within that is your location.
09:17.697 --> 09:23.541
[SPEAKER_02]: So if you click on there, and then add new, but I'll give you a list of the Google business profiles that you own.
09:23.941 --> 09:28.665
[SPEAKER_02]: So if you wanted to only track store visits from one shop,
09:29.524 --> 09:35.287
[SPEAKER_02]: Then you can, or if you wanted to track, store visits from call three or four shops, you can, and then the data will separate.
09:36.008 --> 09:45.734
[SPEAKER_02]: I do want to clarify that this isn't it, Google are very vague on the criteria, let's say.
09:46.294 --> 09:49.396
[SPEAKER_02]: So all the pens on where you are physically,
09:50.323 --> 09:51.024
[SPEAKER_02]: unfortunately.
09:51.404 --> 09:52.325
[SPEAKER_02]: So I had two clients.
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[SPEAKER_02]: The first client was spending over 10,000 pounds and once on Google ads.
09:57.471 --> 10:00.255
[SPEAKER_02]: They've been running ads for five plus years.
10:00.915 --> 10:05.541
[SPEAKER_02]: So thousands of impressions, millions of clicks, hundreds of conversions over the years.
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[SPEAKER_02]: And...
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[SPEAKER_02]: We said, right, we're going to set up store, visit, tuck in, happy day.
10:10.345 --> 10:15.930
[SPEAKER_02]: So we moved the account, unable to load patient extensions, or where we went, come and say, forgets.
10:16.410 --> 10:30.542
[SPEAKER_02]: We did everything right, but because they were based on a trading estate, the footfall that they got to the trading estate was high enough for it to meet Google's data thresholds to keep the data anonymous.
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[SPEAKER_02]: Whereas, that's kind of example one.
10:34.689 --> 10:39.972
[SPEAKER_02]: My other client is a restaurant, Glasgow and Aberdeen high streets.
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[SPEAKER_02]: We set up the account, spend 500 pounds of months to advertise the people's searching for light state restaurant near me, because it was in the city centre, who was as a spending quite a low budget, the campaign had been running six weeks.
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[SPEAKER_02]: linked.
10:55.909 --> 11:10.533
[SPEAKER_02]: We were starting to see that store because it's rate, data, happen within, in one to two, just because being out of people, there's the footfall in Glasgow and Aberdeen's centres because they were placed, and where where the data is put being on a mess, we were able to see that data in your account quickly.
11:11.213 --> 11:18.495
[SPEAKER_02]: So even if you do everything right, I don't want to promise that this is going to work instantly, it's definitely matters that you are somewhere in a high
11:20.856 --> 11:32.067
[SPEAKER_01]: Now, if you're in that place where you don't have the high foot force, you don't get that data coming through, is there any point in running local ads if you can't see the impact on in store.
11:33.023 --> 11:42.966
[SPEAKER_02]: There's ways that we'll talk about definitely that can improve people visiting your store and improve instead of motion to attract people to the store.
11:43.306 --> 11:46.666
[SPEAKER_02]: The only thing we can't do is track how many people is it?
11:47.647 --> 11:56.609
[SPEAKER_02]: And we can definitely say, you know, come and click and click and set up properties to encourage people to visit because it'll say how close your store is
12:00.670 --> 12:06.452
[SPEAKER_02]: We could definitely set up, which will benefit them, but it just makes it hard to track the physical person in the shop.
12:07.440 --> 12:13.706
[SPEAKER_01]: So you're going to have limits on scalability because you don't have that data and you're going to have limits on how much you want to spend.
12:13.826 --> 12:23.016
[SPEAKER_01]: But if you had a warehouse shop and you wanted to advertise that, and you sold gifts, and it was coming up to Christmas, you wanted to advertise that in your local area.
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[SPEAKER_01]: There's no reason not, you're just not going to get the results.
12:26.599 --> 12:27.660
[SPEAKER_02]: So that's a bit more small.
12:28.081 --> 12:29.242
[SPEAKER_01]: Yeah, okay, cool.
12:29.802 --> 12:30.603
[SPEAKER_01]: So we've got,
12:31.824 --> 12:35.748
[SPEAKER_01]: are feasibility tracking integrated in Google Ads.
12:35.788 --> 12:38.611
[SPEAKER_01]: We've got our Google business profile integrated.
12:39.892 --> 12:41.033
[SPEAKER_01]: Do we get to do some ads yet?
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[SPEAKER_01]: Or is there more set up to do that?
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[SPEAKER_02]: No, that's all good.
12:43.436 --> 12:44.076
[SPEAKER_02]: That's all good.
12:44.216 --> 12:46.779
[SPEAKER_02]: For the next step is the set-up we add.
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[SPEAKER_02]: So the only the main ad format that it's recommended for local is performance.
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[SPEAKER_02]: Because when you go to settle any campaign in Google ads, it will say, what is your objective?
12:58.495 --> 13:04.502
[SPEAKER_02]: That's the first thing that you're hit with, whether it's leads, whether it fails, whether it's brand awareness, you want video views.
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[SPEAKER_02]: So with performance max, it's the only ad format that gives you store visits.
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[SPEAKER_02]: option.
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[SPEAKER_02]: So you are kind of your hand is forced into setting up.
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[SPEAKER_01]: If you want to use the goal of store visits, I'm quite frankly why wouldn't you in this scenario, your only option is a PMAX campaign.
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[SPEAKER_02]: All right.
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[SPEAKER_01]: And then is there anything we then do to that PMAX campaign to make it more targeted for local like, do we create a specific PMAX campaign per location or do we just shock our locations into our general PMAX activity?
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[SPEAKER_02]: So you can have one asset group and then put all your assets into there.
13:42.679 --> 13:49.361
[SPEAKER_02]: So that means, or your headlines, or your descriptions, making sure your location and sets again are enabled.
13:49.501 --> 13:52.242
[SPEAKER_02]: And then it will show you the data that each of those locations.
13:52.942 --> 14:01.666
[SPEAKER_02]: And if you have two different like two wildly different audiences, then you can have separate asset groups for each of those.
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[SPEAKER_02]: So if you might have like one store that is say lonely and it has like you know heavily discounted and it's like your outlet store, then you can have a separate ad copy and target in a different type of customer, different search terms, different search themes, different audience signals within that asset group.
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[SPEAKER_02]: store not the discount, not the outlet, when you can have a separate kind of a set for them.
14:27.461 --> 14:43.478
[SPEAKER_02]: I would say though, with performance max, the benefit of it obviously incorporates search and shopping ads and display, demand, gym, Gmail, ads as well, YouTube, YouTube shorts.
14:44.412 --> 14:51.478
[SPEAKER_02]: The main benefit of using performance up max is your ad appears on maps on Google Maps.
14:52.519 --> 15:06.011
[SPEAKER_02]: And that's why people use performance max as opposed to search because if you're in Google Maps and you're searching for kind of trainers because you're in a city center and you want to
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[SPEAKER_02]: It's paid to optimize your performance max asset for like bid on trainers, bid on different brands that you haven't stopped.
15:15.701 --> 15:23.444
[SPEAKER_02]: So the indirect people do your store from 500 meters away, or whenever they are in the city center searching for that product.
15:24.410 --> 15:31.817
[SPEAKER_01]: But you see, there's not too much graphic text, et cetera, set up for us to do in doing this is there.
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[SPEAKER_01]: It's mainly, it seems to me, and tell me if I'm wildly wrong with this, and it seems like once we've got those fundamental foundations set up,
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[SPEAKER_01]: Then we're essentially letting PMACs do its thing and they're not rising rather than having to go and create get photos or write endless copy about Edinburgh City Center or something.
15:50.514 --> 15:51.915
[SPEAKER_01]: It's just the way we go.
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[SPEAKER_02]: Yeah, it's quite like touch and main performance max.
15:55.478 --> 16:05.626
[SPEAKER_02]: The way it works is you empty a domain or like select a product category and then goes away and brings in all the shopping ads obviously pull through.
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[SPEAKER_02]: So all the imagery is the product imagery.
16:09.009 --> 16:18.514
[SPEAKER_02]: and then in match, for example, because the space is so small, it only really pulls through your logo on like the promoted pen.
16:18.554 --> 16:24.757
[SPEAKER_02]: You probably see them yourselves where like if you say if you open Google Maps in a city center, you'll see the square pins.
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[SPEAKER_02]: Some have a logo, some don't, but the square pins where the promoted ones, they're sponsored, and then anything with a circle pin is just an organic, listen, but once you click it, you click on that promoted pin.
16:38.356 --> 16:40.238
[SPEAKER_02]: There's a little bit of an ad text.
16:40.298 --> 16:46.967
[SPEAKER_02]: If you might have a special offer, for example, but then the rest is just all the information pulled in from the Google Business Profile.
16:47.007 --> 16:47.888
[SPEAKER_02]: So you're opening hours.
16:47.908 --> 16:49.110
[SPEAKER_02]: You review some folks out.
16:49.150 --> 16:52.774
[SPEAKER_02]: That's why it's a good idea to kind of optimize that, as well as just the Google Ads account.
16:53.475 --> 16:55.737
[SPEAKER_02]: But I think Bronmanos were quite an earlier doctor of this.
16:55.757 --> 17:14.312
[SPEAKER_02]: So what they did was they had a, you know, 4 p.m. till 7 p.m. trying to track people who were on their commute home, use these promoted kids or maps so that when people would drive in past and be clicked on the pen, it was like, there's an offer, you know, at the light for the liver good promotion.
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[SPEAKER_02]: But it was like a special offer.
17:16.013 --> 17:20.477
[SPEAKER_02]: There was only available those hours to try and capture people who were on their commute.
17:21.413 --> 17:25.554
[SPEAKER_02]: So it was a really targeted campaign to redress that that time.
17:25.574 --> 17:31.696
[SPEAKER_01]: So that's cunning as it's who you might want to set up that campaign.
17:31.756 --> 17:35.057
[SPEAKER_01]: So it's it's only on during specific times.
17:35.157 --> 17:37.698
[SPEAKER_01]: If your shop's not open on a Sunday, don't run it on a Sunday.
17:38.038 --> 17:40.599
[SPEAKER_01]: But then I suppose there's an e-commerce and offline store.
17:40.619 --> 17:44.600
[SPEAKER_01]: You're still quite interested in people knowing around potentially drive sales to website.
17:44.620 --> 17:46.701
[SPEAKER_01]: Do these campaigns ever drive sales to website?
17:46.741 --> 17:49.942
[SPEAKER_01]: Or should be purely be focused on driving football?
17:50.462 --> 17:52.004
[SPEAKER_02]: Click depends on the objective.
17:52.544 --> 17:59.152
[SPEAKER_02]: So if even though you select and score visits as you're objective, you can then set the goal within the campaign set up.
17:59.372 --> 18:04.658
[SPEAKER_02]: Your goal might be purchases, your e-commerce retailer, and then obviously the score visits as well.
18:04.718 --> 18:08.743
[SPEAKER_02]: So and then it depends on how you've you've pulled your campaign to optimize for.
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[SPEAKER_02]: We'll see you want revenue.
18:12.011 --> 18:20.033
[SPEAKER_02]: then you might have a maximized conversion value or you might have a target row us on your campaign.
18:20.753 --> 18:21.353
[SPEAKER_02]: And that's fine.
18:21.993 --> 18:37.957
[SPEAKER_02]: But if you're tracking store visits, you need to make sure that you put a value associated to that store visit, because if you've pulled your campaign to optimize for sales, but obviously it's back in purchases far in as well as leads as well as store visit.
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[SPEAKER_02]: We don't tell Google how much that store is.
18:40.363 --> 18:59.717
[SPEAKER_01]: It's worth, it's just going to optimize for purchases because it's like you pull being one loving you attributing the value to store visits is that dynamically done per order presumably not because there's no way of tracking it's just a or average transaction value in store is £30 will put £30 as the value into Google.
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[SPEAKER_02]: Well, little step before that, because not every person who goes in will buy.
19:05.211 --> 19:07.032
[SPEAKER_01]: Oh, yeah, that's a good point.
19:07.052 --> 19:09.914
[SPEAKER_01]: So you've got to do your own conversion from football.
19:10.374 --> 19:11.595
[SPEAKER_01]: 100% to that.
19:12.115 --> 19:14.997
[SPEAKER_02]: Yeah, so I like, I just do like, you know, rough maths.
19:15.177 --> 19:16.358
[SPEAKER_02]: Here's some rough maths incoming.
19:16.818 --> 19:26.325
[SPEAKER_02]: If you've got an average order value of 50 pounds or average in store purchase of 50 pounds, but only like 10% people who visit your store transact.
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[SPEAKER_02]: then you can actually be side pounds to the value of that visit.
19:31.853 --> 19:36.100
[SPEAKER_02]: And I feel like that take it into consideration any internal conversion rate.
19:36.140 --> 19:40.386
[SPEAKER_02]: I mean, unless you use kind of, you know, football counters is stuff it's hard to know.
19:41.675 --> 19:56.427
[SPEAKER_02]: how your store conversion rate is, how many people visit and then purchase, what it's useful to have a rough guide so that you can attribute a value or set a value for a store visit in Google Ads.
19:56.727 --> 19:58.468
[SPEAKER_02]: So take the restaurant client again.
19:59.029 --> 20:05.113
[SPEAKER_02]: They knew that we were tracking a cost per lead as I would target our objective.
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[SPEAKER_02]: So we had maximize conversions or target cost per position.
20:10.037 --> 20:24.044
[SPEAKER_02]: and they knew that on average a booking was like 5.3 people big because it was popular by new for parties and on average that booking might be worth 350 pounds for example.
20:24.304 --> 20:29.507
[SPEAKER_02]: So we knew if we were getting it person in to the restaurant for like 40 pounds.
20:32.000 --> 20:41.947
[SPEAKER_02]: because we knew that what they would, that one person was bringing an extra 3.3 people, and that their table got thing, the table values would be at least in sugar.
20:42.748 --> 20:44.229
[SPEAKER_02]: So that's how we could kind of quantify it.
20:45.470 --> 20:49.252
[SPEAKER_02]: In local inventory, tell us a bit about that.
20:49.272 --> 20:52.735
[SPEAKER_01]: So Google merchant feed stock thing, isn't it?
20:52.775 --> 20:53.976
[SPEAKER_01]: I don't explain that very badly.
20:54.596 --> 20:56.237
[SPEAKER_01]: Please explain it best of the V-hanna.
20:56.617 --> 20:58.879
[SPEAKER_02]: Yes, it exists within Google merchant center.
21:01.841 --> 21:11.128
[SPEAKER_02]: kind of your original shopping feed, so you'll have your warehouse, which will have all of your stock data in, all of that product data exists on your website.
21:11.388 --> 21:18.874
[SPEAKER_02]: It will scrape, it will pull into merchant center, Google will say, is it good or bad and different, and then it will be pushed into Google Ads, so it's like a standard shopping feed.
21:19.475 --> 21:26.660
[SPEAKER_02]: The local inventory adds a set of away taking your feed, but integrating your stock per branch.
21:29.685 --> 21:38.620
[SPEAKER_02]: And you've got, you know, that there is two livestock, you need to tell the merchant center, what's the product ID of those trainers?
21:40.150 --> 21:46.734
[SPEAKER_02]: what is the shot code, which you'll take from Google Business Profile, and then what's your availability.
21:47.094 --> 21:56.780
[SPEAKER_02]: So it might be like, product ID is 0.01, availability, the shot code will be 1.25, you know, wherever it is from Business Profile, and then availability will be too.
21:57.620 --> 22:01.763
[SPEAKER_02]: So what that's saying to Google is someone is searching for
22:07.410 --> 22:14.431
[SPEAKER_02]: then you can show an ad that has, I think, trainers, as you know, it would just look like a product to sit out in the Google search results.
22:14.991 --> 22:26.413
[SPEAKER_02]: But instead of just having the picture, the price, any promotions, and the delivery options, it will have like a little icon that says, when they were the town, and then also in the ad it will have like 1.6 miles.
22:27.053 --> 22:31.674
[SPEAKER_02]: And if it will say like open up close, so it will actually pull in from your Google business profile.
22:31.734 --> 22:31.914
[SPEAKER_02]: If the
22:36.775 --> 22:39.317
[SPEAKER_02]: Then, we'll name with a town, but the shop is in.
22:40.138 --> 22:47.424
[SPEAKER_02]: And it's a good way to kind of drive kick, flipping plants, drive, front awareness locally, and then install visits as well.
22:48.345 --> 22:48.625
[SPEAKER_02]: Cool.
22:49.366 --> 22:54.270
[SPEAKER_01]: Anything we've missed in the world of offline ads that the audience needs to know about before they get stuck in.
22:55.602 --> 23:10.010
[SPEAKER_02]: The one thing that I would mention is, this is something that I'm hoping to come to the world of people to see further down the line, but in Merchant Center there is a way to show specific offers based on location.
23:10.810 --> 23:13.932
[SPEAKER_02]: Now at the moment this is only available for organic.
23:15.332 --> 23:22.816
[SPEAKER_02]: So any SEOs that are lifting or anyone who looks at Merchant Center, this is kind of a sweet spot
23:25.033 --> 23:30.615
[SPEAKER_02]: multiple scores, perhaps there's only a sale running in one score.
23:31.595 --> 23:39.278
[SPEAKER_02]: You can have a separate discount code running for one store, but there's the others where it was before, it had to apply to everything.
23:39.998 --> 23:51.526
[SPEAKER_02]: So this functionality has only been live for a couple of months, as I say, it's only available to all Gannick or the free listings for the moment, but I'm hoping it's going to come to Google Ads, as well.
23:51.966 --> 23:52.467
[SPEAKER_02]: Do you see?
23:52.907 --> 23:57.270
[SPEAKER_01]: One can only imagine it will soon or later, but very cool.
23:57.930 --> 24:01.053
[SPEAKER_01]: Thank you for taking us through all of that, Hannah.
24:01.193 --> 24:04.435
[SPEAKER_01]: Listers, make sure you stay tuned right to the end, so you don't miss out on Hannah's.
24:04.855 --> 24:10.601
[SPEAKER_01]: Inside a tips on Google Ads and my suggestions for other ways we can help you improve things even further in your businesses.
24:13.072 --> 24:16.853
[SPEAKER_01]: Okay Hannah, so far we've gone deep into local advertising.
24:17.233 --> 24:21.114
[SPEAKER_01]: Now you get to hours with your insider knowledge about the whole of Google Ads.
24:21.274 --> 24:27.875
[SPEAKER_01]: So for the following questions you're answer can be anything to do with Google Ads, which of course includes everything we've already been talking about.
24:28.275 --> 24:28.996
[SPEAKER_01]: Anna, are you ready?
24:29.616 --> 24:30.216
[SPEAKER_01]: I am so ready.
24:30.996 --> 24:31.356
[SPEAKER_01]: Awesome.
24:31.536 --> 24:33.177
[SPEAKER_01]: Then let's start with newbie advice.
24:33.277 --> 24:36.997
[SPEAKER_01]: If we've inspired someone to take their first step, what do they need to know to give them
24:40.073 --> 24:44.338
[SPEAKER_02]: for Bougas, it's entirety, I'm always going to come up to conversions of kid.
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[SPEAKER_02]: Google answers a cylinder, but doing what you want it to do, once conversion tracking is set up properly, and the Google has at least 15 conversions over a 30 day period.
24:59.255 --> 25:01.056
[SPEAKER_02]: It has a better idea of what good looks like.
25:01.696 --> 25:08.279
[SPEAKER_02]: So the challenge, I guess, when you're starting from scratch, is getting to that 15 conversions in a 30 day period.
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[SPEAKER_02]: The faster you get to that, the faster that you can switch from kind of max clicks, but in strategy to maximize conversions, and maximize conversion value, and then that smart bidding is doing quite a very lifting and what good looks like.
25:23.284 --> 25:24.165
[SPEAKER_02]: It knows what
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[SPEAKER_02]: or a good customer looks like.
25:27.526 --> 25:31.628
[SPEAKER_02]: So making sure you're on version tracking is set up from day one, is absolutely cute.
25:32.729 --> 25:38.091
[SPEAKER_01]: Now once you've started, of course, you've got to keep optimizing sorts of your favourite way to improve performance.
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[SPEAKER_02]: The thinking specifically on shopping and performance match.
25:43.374 --> 25:43.954
[SPEAKER_02]: The think
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[SPEAKER_02]: We're quite all-school, but for performance max campaigns, most of my kind of shopping campaigns have been broken before, it's an option now.
25:52.605 --> 26:02.015
[SPEAKER_02]: And I like to test whether it's better to run feed only performance max campaign, or whether it's best to have sex.
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[SPEAKER_02]: But it's the folks me every time I run this because there's no sort of loop print.
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[SPEAKER_02]: Have a single client or behave differently.
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[SPEAKER_02]: Have a single industry behaves differently.
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[SPEAKER_02]: So I always run two asset groups and every performance max campaign just to understand skills, lighting, images and videos and audience.
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[SPEAKER_02]: signals and search teams does that help adding you know all of the headlines descriptions all of that does it help performance or actually are we better sticking to the feed and letting Google decide which products are the most clicked and onvert best.
26:38.977 --> 26:53.740
[SPEAKER_02]: On top of that, I'd say, just the regular foundation standoff, if you search term report, key to excluding products that are spending lots of money and not converting, brilliant, and also make sure that your location settings are set to presence only and not presence on contrast.
26:53.760 --> 26:57.961
[SPEAKER_02]: Something's Google's just going to send you money wherever it sees fit around the world, which is an ideal.
26:58.462 --> 27:06.583
[SPEAKER_02]: Yeah, and don't be afraid to look into your location performance itself, I just exclude counties, exclude settings, post codes
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[SPEAKER_02]: Even those small incremental savings means that next time Google won't waste it when you're there it will double down on the areas that are working for you and you'll ultimately get more revenue.
27:21.668 --> 27:22.368
[SPEAKER_01]: Awesome advice.
27:22.849 --> 27:26.730
[SPEAKER_01]: If someone listing wants to learn more is there a cheap or free resource you would recommend.
27:27.507 --> 27:41.260
[SPEAKER_02]: Well, I'd say that the general fundamentals like Google Ads, well, Google has a skill stop sort of certifications zone where you can go and learn about AI and J4 and optimize in Google Ads.
27:41.360 --> 27:43.582
[SPEAKER_02]: But take this with a pinch of salt because
27:44.303 --> 28:05.818
[SPEAKER_02]: Gilleshop is set up to advise you on how to spend Google's money or how to like own Google money better out in the real world, obviously there's so many new features and formats coming that it's hard to say a rest of what's worth testing and what's not to kind of creators to big Google ads viewers that I recommend following as Jill Suston Gales.
28:05.958 --> 28:06.818
[SPEAKER_02]: She was recently
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[SPEAKER_02]: kind of weekly podcast called Inside Google Ads.
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[SPEAKER_02]: She's fantastic.
28:16.785 --> 28:29.853
[SPEAKER_02]: And then for Ecommerce, only Jeremy Young runs Google Ads on leash, and he will, or don't record 30 minutes, podcasts on how to optimize Google Ads for E-Com.
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[SPEAKER_02]: So, both those are a good place to stop.
28:32.895 --> 28:37.438
[SPEAKER_01]: awesome recommendations and Jill was the last episode on the show.
28:37.838 --> 28:47.624
[SPEAKER_01]: So if anyone wants Jill's take on what's new in Google ads and what you should be taking advantage of, then go to the episode before this one immediately after you finish listening to this one.
28:47.644 --> 28:53.047
[SPEAKER_01]: And finally crystal ball time, what's coming up in the next 12, 6 to 12 months that we should be getting ready for.
28:54.145 --> 28:55.326
[SPEAKER_02]: Um, a couple of big ones.
28:55.526 --> 28:58.868
[SPEAKER_02]: So the essays, I don't have such a job to solve.
28:59.209 --> 29:00.529
[SPEAKER_02]: They are being retired.
29:00.549 --> 29:11.717
[SPEAKER_02]: Google initially is planning on retiring these in September, 26, but then after a huge appetizer backlash, when thinking you're going to ruin my cue for, and push this back.
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[SPEAKER_02]: to February.
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[SPEAKER_02]: So your DSA campaigns will migrate to AI Maths that are kind of the latest and greatest search campaign feature.
29:22.404 --> 29:34.652
[SPEAKER_02]: So where that is coming out and then like I said before, I'm really hoping that the local promotions problems to Google article at the moment, it's only available for electronic.
29:34.852 --> 29:39.135
[SPEAKER_02]: Just to mention on jail, I'm big at a conference in Italy,
29:41.288 --> 29:45.669
[SPEAKER_02]: And, and that's on the 50, so she's about to go.
29:45.829 --> 29:47.169
[SPEAKER_02]: Yes, counting down the days.
29:47.809 --> 29:49.250
[SPEAKER_02]: I'm speaking, and then Jill's speaking.
29:49.610 --> 29:56.051
[SPEAKER_02]: So like, I see a light shit on her, like she's such, just like, absolutely here, but she doesn't, I like, I'm feeling for her.
29:56.071 --> 29:58.191
[SPEAKER_02]: I feel like I, this career has beat.
29:59.032 --> 30:01.312
[SPEAKER_01]: Yeah, very cool.
30:01.452 --> 30:07.153
[SPEAKER_01]: And I had to say though, that Google planning on turning off any ad stuff in September,
30:11.430 --> 30:15.473
[SPEAKER_01]: Well, when they complain about it again, we'll say we change the date by six months.
30:15.493 --> 30:20.877
[SPEAKER_01]: You know, it's always like a pre-emptory PR win or just stupid.
30:21.277 --> 30:23.839
[SPEAKER_01]: So I'm very glad they've changed that one back to next year.
30:23.859 --> 30:25.840
[SPEAKER_01]: It's just ridiculous.
30:26.301 --> 30:27.882
[SPEAKER_01]: Hannah, we're very nearly under the show.
30:28.022 --> 30:33.786
[SPEAKER_01]: Could you please let the listeners know where they can find you and your business other than in Italy in the middle of October?
30:34.637 --> 30:36.938
[SPEAKER_02]: You can also capture me in Turkey, I haven't mentioned that.
30:37.138 --> 30:44.320
[SPEAKER_02]: So I'm also speaking in Turkey from at the second, second and third of October.
30:44.620 --> 30:46.260
[SPEAKER_02]: And again, it's all really soon.
30:46.300 --> 30:50.042
[SPEAKER_02]: So fair enough to go on this, without this type of search and stuff in Antalia.
30:50.462 --> 30:51.202
[SPEAKER_02]: And runs every year.
30:51.322 --> 30:51.982
[SPEAKER_02]: It's fantastic.
30:52.462 --> 30:58.044
[SPEAKER_02]: I'm also found on Zorovo, Zoro marketing, credit UK, and on LinkedIn as well.
30:58.084 --> 31:01.025
[SPEAKER_02]: So my kind of slow is Hannah Dush, strong, and Bush,
31:02.065 --> 31:03.085
[SPEAKER_01]: Then push that everybody.
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[SPEAKER_01]: Hannah, thank you so much being on the podcast and helping us tick off a topic that we have neglected for far too long.
31:09.848 --> 31:10.849
[SPEAKER_01]: So thank you for being here.
31:11.329 --> 31:12.069
[SPEAKER_02]: Thanks for having me.
31:14.070 --> 31:17.431
[SPEAKER_01]: Now you have it relatively straightforward things to get set up.
31:17.952 --> 31:25.655
[SPEAKER_01]: Make sure first off, make sure you've got your Google business profiles in place owned, optimized for your physical locations.
31:26.355 --> 31:30.517
[SPEAKER_01]: Then link those up with your Google ads and your Google analytics.
31:31.477 --> 31:51.523
[SPEAKER_01]: go into what was it campaigns and assets and location and link up those locations as assets and then it's all about the PMAX campaigns with the goal of in-store visit although you can of course also use these things to optimize your e-commerce
31:52.343 --> 31:53.604
[SPEAKER_01]: Lots to get stuck into there.
31:53.624 --> 32:00.209
[SPEAKER_01]: If you've particularly liked this dive into local Google ads, then maybe we should get Hannah back on next time to go through how you go about optimizing it.
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[SPEAKER_01]: Let me know.
32:02.090 --> 32:04.852
[SPEAKER_01]: Always like to hear from you what topics you would like us to cover.
32:05.353 --> 32:16.421
[SPEAKER_01]: You can get the links to all the things we discussed, the full transcript, our notes are more at keepoptimizing.com or use keepopt.com for such the number of this episode to go straight to the right page.
32:16.841 --> 32:19.443
[SPEAKER_01]: When you get there, please add yourself to our email list.
32:19.943 --> 32:23.325
[SPEAKER_01]: Thank you for tuning in to this episode of the keypoptimizing podcast.
32:23.606 --> 32:38.696
[SPEAKER_01]: As I mentioned, our episode immediately before this one is the marvelous Jill Saskingale, who is taking us through what new functionality in Google Ads you need to care about, rather than all the bits you don't, and that's the episode immediately before this one.
32:39.116 --> 32:49.403
[SPEAKER_01]: And if you want to have a look through all our Google Ads content, then either scroll up your feed or use the short link, keepopt.com for such Google Ads to go to the Google Ads page on the website.
32:50.144 --> 33:00.471
[SPEAKER_01]: Please do share with your fellow marketers that we are covering this because we do it to help all of you, not just you, I know you'd like to keep it secret, but please do share with the others so we can help them too.
33:00.911 --> 33:06.355
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
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[SPEAKER_00]: Access everything, keep optimizing, at keepoptimizing.com, that's with a nest, not a z.
