A local business owner came into our studio last week frustrated by the cost and level of support being provided by two mass market companies who were contracted to manage his website, Google Adwords (Paid listings) and Google MyBusiness (Local listings) account.
After a little digging around, I found that his AdWords account was showing adverts with wording not relevant to his business plus they were not covering the full area he covered. Additionally his Google MyBusiness was set up under a service that he actually offered, but it was not the primary term the business should have been listed under.
In his frustration, the owner had set up his own AdWords account and MyBusiness account resulting in having duplicate accounts!
This got me thinking... how many other local businesses are being 'supported' in such a way?
One way I have been able to help is by explaining the Google search results page landscape, what each section is and how it is managed (See screen grab):
1) Google AdWords (Paid Listings)
I'm sure you haven't failed to notice that a little while back Google changed the layout of its search results page so that the paid adverts no longer sit on the right hand side of your browser. Basically Google have tried to make their paid results look more 'native' by showing up to four adverts above merit listings and three below. This section is managed through Google AdWords or AdWords Express found in your MyBusiness account. Here you can select terms used that your advert will appear under when they are searched for, the wording of your advert and how much you are willing to pay to get higher in the list.
2) Google MyBusiness (Local Listings)
These adverts appear when terms are searched for that Google has registered as category's a local businesses fits into. So for example, when looking at the term "roofing repair evesham" the results page shows MyBusiness listings, the terms "roof maintenance" does not. At least three listings are shown here until that category is expanded, so you can see how important it is to set this up correctly. Google MyBusiness information can be edited in your Google + account.
3) Merit Listings (Search Engine Optimisation)
On some search result pages you have to scroll down past four AdWord listings, then three MyBusiness listings before you even get to a merit listing! A merit listing, as suggested by the name, is how Google reviews the merit of showing your website page above a competitors in the page results. This is commonly called search engine optimization and is managed through the content and structure of your website and using a technique called back link generation.
Our aim is to reduce the monthly cost of local business online marketing spend whilst improving their results.
We can help you fully understand how to achieve this and importantly exactly where and how effective your spend is.
Call 01386 764747 or email joe@swimminghippo.co.uk if you are frustrated with your Google Search Marketing!
