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Any Insight into Adwords Local Search Ad Display Criteria? Google Maps Results

by consultant1027
4 replies
  • PPC/SEM
    • |
I've set up location extensions and campaign bid by location settings. Yet the display of my local search ads in Google Maps search results is extremely inconsistent. Has anyone done any trial-and-error research to get some more clear insight into what matters most as far as criteria for determining if your ad appears or not. It appears very few advertisers are doing this (yet) because I very rarely see any other businesses with location search ads on Google Maps results in fairly competitive niches.

Essentially the question is, what can I do to make the ad appear more frequently (in order of important)?
#adwords #criteria #display #google #insight #local #maps #results #search
  • Profile picture of the author dburk
    Hi consultant1027,

    Your Ad position is determined by your Ad Rank score which is calculated based on your bid, multiplied by your Quality Score. Increase either, or both, to get you ad to display more prominently.

    To increase the frequency of your ad impressions increase your ad budget as well as bids and Quality Scores.

    Your Quality Scores are improved by proper account structure and a compelling ad message that increases your ad's CTR as compared to your competitor's CTR.

    In addition to Location extensions you want to setup a complete business profile on Google My Business and link that to your AdWords account.

    HTH,

    Don Burk
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  • Profile picture of the author consultant1027
    Yes, I know all that. But 95% of the cases I'm looking at there are NO ads, zilch, nada. You are describing factors that enter into an auction against other advertisers. Google displays like 10 results all down the left side of the page on the maps results so there is plenty of room to display multiple ads. And there are many ads for the normal search engine results for these spaces. If there are no other advertisers bidding for local search results ad display, then why Google would not show the ad at all many times with no other ads displayed is bizarre. Like leaving money on the table. Again, this isn't the 3-pack, this is the 10-pack.
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    • Profile picture of the author dburk
      Originally Posted by consultant1027 View Post

      Yes, I know all that. But 95% of the cases I'm looking at there are NO ads, zilch, nada. You are describing factors that enter into an auction against other advertisers. Google displays like 10 results all down the left side of the page on the maps results so there is plenty of room to display multiple ads. And there are many ads for the normal search engine results for these spaces. If there are no other advertisers bidding for local search results ad display, then why Google would not show the ad at all many times with no other ads displayed is bizarre. Like leaving money on the table. Again, this isn't the 3-pack, this is the 10-pack.
      Hi consultant1027,

      It doesn't matter how many ad slots are potentially available in the page, if your daily budget limit isn't several times greater than what would be needed to purchase every click for the whole day then you are not going see your ad displayed 100% of the time. Increase you day budget and you will likely see you ad impression frequency increase.

      Try tripling your current daily budget limit, then report back to us what you see.
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      * Get Results - Outsource Your PPC Management |
      *       Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author altonroot
    I have worked in the same segment. My best guess is, local ads are also based on location. Though we can target a city or radius but still searcher's location is more important to appear in local pack. It depends on how close the searcher is to your business location. Otherwise your ad will show in normal ads with website url.
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