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What You Need to Know Before Running Local Ads
John shares what you need to know before running Local Ads- the pros, cons, why you should run them, and how you can run them with ease. He also shares how he explains to clients how local ads can help their business grow, and so much more!
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Transcript
And I know that it's hard to run local ads because clients
John:don't always see the value.
John:, and a lot of the people, , I mean , it takes some educating even
John:internally to, examine whether a local ad is working, whether or not
John:we like it, when to decide to cut it, how to talk to clients about it.
John:Like maybe we could talk about local a little bit.
John:This is just good to have, but if we're gonna measure performance, don.
John:All I reduce it down to the ridiculous where it's stupid for them to say no.
John:What else can we talk about?
John:What is, is there anything that people are struggling on or anything?
John:Regina, I think your hand is popped up right?
John:Yes, I pinned myself and I can't unpin myself.
John:Okay.
John:, I figured it out.
John:That wasn't my question.
John:So, or my idea.
John:, something that keeps coming up recently is we're running a lot of local ads.
John:, not a lot, but every time we have a brick and mortar business, we run local ads.
John:And I know that it's hard to run local ads because clients
John:don't always see the value.
John:, and a lot of the people, , I mean , , it takes some educating even internally , to.
John:Examine whether a local ad is working, whether or not we like
John:it, when to decide to cut it, how to talk to clients about it.
John:Like maybe we could talk about local a little bit.
John:Yeah, so for local A, the only way that really, truly enable to move the
John:needle from the client's perspective outside of like saying, Hey, you had 170
John:people show up yesterday or like this week, but like, I just didn't feel it.
John:It's like, well were you in the back on the phone in your office?
John:In the restaurant?
John:Yes.
John:Okay.
John:So we have nothing to base it off of.
John:So what we did in the local ads is we actually put a promotion in
John:those ads that show up on maps.
John:So we like mentioned the STA and received 10% off your, your bill, or it was in
John:restaurants that we were doing it with.
John:Or it's like, mention the sag, get a free fry, a free large drink, $10
John:off your bill, and people are coming in and be like, oh, I get $1,000 off.
John:we ran into some issues because the business owner didn't let the front end
John:staff know that they could just show you a Google listing and get 10% off.
John:But that is where the local ads were showing almost often.
John:They typed in like restaurant near me, click on the ad, and
John:then the descriptor, they changed the call to action or the title.
John:It was something crazy where it's like mentioned this a at $10 off.
John:And so we've measured it that way from an inbound perspective, but that
John:is the only way that we did this.
John:, well, and we were actually working with another marketing agency for restaurants
John:and both of our heads combined were.
John:If there's a way to do this, , from the Google side, we know that people
John:saw this ad and showed up good, or at least we're directionally accurate.
John:The more I spend, the more people show up and the more money the business makes.
John:Where is it attributed to us?
John:No, cuz we're also in like PAC and no direct mail and then they have their
John:seasonality and that kind of stuff.
John:So we had to have something concrete.
John:Did a person come in and ask for a free drink?
John:Yes.
John:How many times?
John:13 times.
John:Okay.
John:Well we spent 20.
John:Like, great.
John:If, if $20 gets you 13 people to show up at the door and mentioning
John:that ad, is that worth it?
John:Two?
John:I do.
John:Yes.
John:All right.
John:I don't run a local campaign unless I can get the client to agree
John:that this is just good to have.
John:But if we're gonna measure, promise, don't run it.
John:At all.
John:, I make that really clear up front.
John:I'm like, I you're gonna be like, Hey John, how's it going?
John:I'm gonna be like, I have no idea, but I know that 47 people click
John:driving directions and 27 showed up.
John:Who are they?
John:And is it right?
John:I have no idea.
John:I'm going off of the same information you do, which is, is Google lying to us?
John:Can you, did you count the 27 people at the front door?
John:No.
John:Well, then how am I gonna tell you?
John:I, I'm a very blunt and honest because if they're gonna hold me accountable,
John:I have to hold them account.
John:So we agree to either not hold it accountable and just know it's good
John:or let's just not run it, or just at least track what those sales are.
John:That makes sense.
John:Yeah.
John:So you basically just say, Hey client, this is what a local ad is.
John:I'm not gonna be able to show you that people are coming to your store.
John:Do you want to invest some budget towards this?
John:And maybe we kind of just let it sit like we, , get them to
John:agree to a certain percentage of the budget goes towards that.
John:. That's it.
John:I, I would do it this way.
John:And I like your idea.
John:Make it a but.
John:Yeah.
John:Yeah.
John:I reduce it down to the ridiculous, where it's stupid for them to say no, and I'm
John:not talking them into it, but when I say I'm reducing it down to the ridiculous,
John:there's a dentist like, okay, we can run a local campaign, which means for $10 a.
John:Anybody in a five mile radius that types a dentists near me
John:will see you on the search.
John:They'll get a YouTube video from you, and it'll get higher placement in the maps,
John:and it's gonna be about 50 cents a click.
John:So a person down the street looking for you, saying, dentists near me and you're
John:a dentist, are gonna pay 50 cents to put yourself in front of that person.
John:If you say, that's not worth it, don't run it.
John:And it's like, all right, fine.
John:You know, it's, it's kind of like and like, and I'm okay with not running
John:them, but I can't tell you what happened.
John:But I can tell you what is happening activity wise, and that has to
John:be worth some amount of money to you if you wanna run it per day,
