Over the last few years, Google Local Service Ads (LSAs) have witnessed a few updates. This article will cover everything from the key changes that Google has made to its advertising platforms to how those changes will impact your business and customers.
According to research, 46% of the clicks go to the top three paid ads in the Google search results. However, the Google Ads conversion rate is 75%. Therefore, before we start talking about the latest updates, let’s recall what Google Local Service Ads are. In simple words, LSA’s are the pay-per-lead advertisements that appear on the top of the Google search results. When using a tablet or smartphone, you are expected to see at least two Google LSAs under Google’s authorized badge and the clickable tab to view more. These advertisements usually appear above the local search ads.
However, one downside of mobile searches is that Google Local Service Ads aren’t visible in the Google Maps app. By comparison, desktop users are expected to see at least three Google Service Ads and the contact details and operational hours over the traditional search results.
Now that you know what Google LSA’s are, let’s talk about the two major updates!
1. Nationwide Rollout of Google Local Service Ads
Google Local Service Ads were first launched in 2015 for the test markets. Following which throughout the years 2018 and 2019, Google kept on adding new cities and countries to its advertising platform. Moreover, in addition to the nationwide rollout in the United States and in order to capitalize on the success of Google Local Service Ads, the developers added a new option of “select industry” and has also added new Canadian cities to the Google’s platform.
2. Expanded Industries
Earlier, Google Local Service Ads was only available to very few industries, for example, HVAC, locksmiths, electricians, and plumbers. However, in the last few years, the developers have added many new industries such as pest control, house cleaners, window contractors, water damage restoration, and roofers. Moreover, we have also recently witnessed a further expansion of the Google LSA’s industry into the financial and legal sectors. Although when it comes to the Google Screen Program, it still extends over a small-scale test market.
The Impact of these Updates on Advertisers
Here are some advertiser-specific updates:
· Distance to User
Unlike the traditional search ads, Google LSA’s allows you to display your ads only to the target audience, minimizing the distance between the users and your brand. The lesser the distance between the users and your business’s location, the higher your website will rank.
· Ranking Factor of Google Local Service Ads
With the ongoing growth and popularity of Google LSA’s in significant market sectors, many organizations have started using the platform, resulting in a more competitive environment. However, unlike the fixed cost of Google Search Ads, people using Google LSA must auction for their spot and pay according to the following factors; business hours, response time, reviews, and distance to the user.
· Response Rate
If you own a service-providing company, having a business that will answer the client’s queries is essential. This is why response rate is now a determining factor of your Google Ads ranking. In short, the more responsive you are to the calls, the higher the ranks.
· Reviews
One of the primary reasons for creating the Google LSA platform was to increase confidence. Therefore, your brand should have at least one review to appear in the Google Ads results. The higher the number of reviews your business has, the better you’ll rank in the Google Local Service Ads section.
· Operational Hours
According to the latest updates, your Google Ads will only appear during the set business hours. This means that even if your business offers 24/7 emergency service, your ad will only be displayed during operational hours.
Wrapping It Up!
Along with the two major expansion updates made by Google recently, namely Nationwide Rollout and Expanded Industries, it has become more important to optimize ranking factors such as SEO keywords. Click here to get started with Google Local Service Ads!
