Whether you are a craftsman, a merchant or a real estate agent, you have probably already asked yourself how to attract visitors to your website in a physical shop. If creating Google Ads campaigns allows you to attract skilled traffic on its site, it is necessary to be able to transform a visit into an act of purchase. In this article, we give you all our advice to attract visitors to your campaigns of - in the store.
7 steps to attract more customers to your shop via Google Ads
Google Ads allow you to attract prospects close to your store to come to your store. To do this, several essential prerequisites must be met:
1) Associate local terms with the keywords of your ads
When you write the messages for your ads, keep in mind that your ads must encourage the Internet user to visit the store. Specify in your ads the geographical location of your store by adding geolocalized keywords the city, the district, the postal code, etc.
To learn more about why you should run an ASP campaign, read our article on the stakes of paid referencing.
2) Work on one Google My Business page per store
The Google My Business page is a powerful lever to bring traffic back to the store. Remember to set up one page per store if you have several shops. Fill in the essential information: address, opening hours, notices, telephone ... Also, do not forget to associate your Adwords account and the establishment validated on Google My Business in order to take advantage of Adwords features.
3) Target the geographical area and adjust the bidding of your ads near your store.
To attract your target audience, target a wider area than the exact address of your store. Consult the statistics of the Internet users targeted by your Google Ads campaigns: what was their exact geographical position when they clicked? In the zone targeting tool of your Adwords account, enter the relevant department around your store. Increase the bidding for Internet users in the area near your store.
4) Choose your ad extensions
To attract your Internet users to your store, they need to be make it as easy as possible by activating ad extensions relevant. We recommend that you activate the extensions of :
- location: highlight useful information (address, timetables, telephone), which will allow the smartphone user to consult the route to the shop
- Related links: link to a page "our opening hours", "order now", etc.
- catchphrase: unveil the advantages of the shop: "free delivery", or "24/7 customer service".
Discover the key figures for paid referencing.
5) Display your site on Google Maps
Always in this logic of facilitating the path of your Internet users to bring traffic in store from Google Ads, it is essential todisplay your site on a Google Maps query. Indeed, the Internet user will be able to collect essential information about your store when he or she searches on Google's map. You'll need to enable the "Google Search Network" feature in your Google Ads campaign settings.
6) Boost your ads according to your opening hours
To bring back in-store traffic from Google Ads, boost your ads while your shop is open. To do this, adjust the bids upwards. during business hours without cutting your ad budget during closing time.
7) Check the availability of stock in store
Finally, consider using Local Inventory Ads (LIA), i.e. in-store product ads to indicate to your Internet users the availability of a product in store. On mobile, users will see the distance that separates them from the product in store and on desktop, they will see the exact address of the store displayed. By clicking on this ad, the user is redirected to the Google My Business page where the products available in store are indicated.
By offering a permanent access to product information and customer reviews, the web makes it easier for customers to search for a product or service.
However, Internet users do not for all that forsake the purchase in the shop, which offers many advantages: the advice of the salesmen, the test of the product and the immediate availability directly after the purchase if the product is in stock.
The optimization of paid referencing campaigns as well as the user experience therefore allows to capture the attention and then attract prospects and customers in store.