4 Reasons You Should Use Google AdGrants’ Location Extension Upgrade
Google’s location extension upgrade is now available forÂ all AdWordsÂ users. ThisÂ new location extension upgrade is one of Google’s many great features forÂ nonprofit organizations, andÂ allowsÂ businesses toÂ link their Google My Business account directly to their Google AdWords account.
This upgrade enables the a more dynamic viewÂ for your GoogleÂ search ads; one that allows consumers to seeÂ the physical locationÂ of yourÂ nonprofit. Among other things, this leadsÂ to better informedÂ purchasing/donating actionsÂ based upon the location information consumersÂ see on the ad. We encourage every nonprofit business to take advantage of this feature for the following reasons:
1. LocationÂ Demand Is Here
According to Google’s research, 88% of consumers search for local business information. That means that, despite all the ongoing privacy complaints, people are still willingÂ to sacrifice some personal information, as long as they get something in return (i.e. location-specific search results). Furthermore, half of consumers who search for local business informationÂ are on-the-goÂ when searching. These consumers areÂ depending on you to direct them where they need to go. This means that your nonprofit’sÂ location-based ads can literallyÂ steerÂ your potential donors’s driving wheel, converting passers-by into visitors. ThisÂ leads to our second reason – conversions.
2. Extremely High Conversion Rate
Research shows that 18% of location-based smartphone searches lead to a purchase within one day. This provesÂ that consumers are purchasing items at stores or events close to thier location. You as the advertiser can save time and capitalize on this fact by triggering location-based steps. For example, aÂ nonprofit hosting a community event can increase its AdWords conversion rate by strategically targeting an audience closer to the community event location. We’ve used the same location-based targeting strategy on social media.
3. It’s All About Branding
Setting up a location extension feature will helpÂ build your organization’s image. With location-specific advertisements,Â your organization will build its brand name in your given location. Using Google My Business and Google+, followers can alsoÂ retrieve important information likeÂ reviews of your organizationÂ and more Google+ features.Â Using location-based advertisements can help your nonprofitÂ build more credibility with yourÂ local community thanÂ local competitors.
4. Help FollowersÂ Establish Purchasing Habit
WhenÂ consumers get used toÂ seeingÂ your organization’s information basedÂ around their real-time, location-based searches, your organization will be at the topÂ of the mind,Â when your supporterÂ goes to another location, or is asked to recommend your organization. For example, if you’re a blood-donation organization, and your follower’s friend in another location asks for a recommendation, your organization’s advertisements will help remind your followers to recommend your organization.
HaveÂ questions on how to integrate the upgraded location extension feature for your nonprofit’s AdGrantÂ account? Comment below and feel free to tweet us @mediacause or better yet, drop us a line on Google+