Local SEA: Profit from local advertising

SEA is on everyone's lips these days and is considered a key element of an effective marketing strategy. But what is behind the abbreviation? SEA stands for Search Engine Advertising and is subordinated to search engine marketing.

This is the paid positioning of your company in the SERPs of the search engines. When a search term is entered in Google, your entry appears in a prominent position - regardless of your actual ranking. The addition of "local" indicates the regional relevance of the Google ads.
Users are also able to interact with the ads.

So not only can they visit your website, they can also see your Google My Business listing. This usually contains information on opening hours, contact details, news, pictures and customer reviews. By linking to Google Maps, customers are also actively alerted to the location of your business.

This increases the likelihood that people will visit your shop.

SEA is often also called search engine advertising, sponsored links or keyword advertising. Although these terms cannot be distinguished from each other in terms of content, local search engine advertising must be differentiated from the classic Google ads.

In Local SEA, the ads are not only filtered according to thematic aspects, but the geographical location also plays a role. As a result, it is possible for advertisers to specialise in users who are located in a certain area or a selected city.

In this way, Local Google Ads connect online and offline intersections of the customer journey.

Local SEA is a helpful tool in the battle for customer attention. If the ads are placed with expertise and good understanding, the investment can develop into a profitable means of effectively increasing sales.

High local visibility

Mobile First has become the motto of prominent search engines in recent years. 80 percent of users use mobile devices to filter out local information from the internet. Subsequently, 75 percent of consumers decide to use the presented offers from the search results and visit the associated premises.

It can be concluded that both Local SEO and Local SEA play an important role in the visibility of businesses. If users start a search on their smartphone to find a nearby bookshop, craft shop or boutique, local search engine advertising can help you get into the field of vision of your target group.

Little wastage

Online marketing is important - no question about it. With the help of Local Google Ads, high wastage can be avoided. Let's assume that a customer from Dresden uses Google to search for the term "restaurant", then it can be ruled out with a high degree of certainty that gastronomic establishments throughout Germany have relevance for the customer. SEA therefore ensures that customers are addressed in the immediate vicinity of your business.

Lower advertising costs

With local search engine advertising, you limit your target group enormously. What sounds like a disadvantage at first, however, has strong arguments. Through target group targeting, only those customers are addressed who are seriously interested in your company. Through their location and the search terms they entered, they are compatible with your offer and a purchase is within reach. The remaining consumers who have fallen through the cracks need not bother you. As a rule, they represent wastage, which only costs money unnecessarily in online marketing campaigns.

Furthermore, it should be emphasised that popular keywords are highly competitive. For this reason, it may make sense to focus less on the general search terms and more on specific keywords. Your chances of success increase while your expenses decrease.

There are only a few companies with a physical location that can do without local advertising. These mainly include well-known fast food chains and internationally renowned clothing shops. Small and medium-sized companies, on the other hand, earn their daily bread mainly from walk-in customers and a regional target group.

Classic retail with shop

In retail, everything revolves around the shopping experience. Customers enter the shop and get an overview of the range on offer. The windows of stationery shops, shoe shops, bookstores and similar retail outlets attract passers-by, but the majority of the clientele must first be made aware of the business with local search engine advertising.

Service provider with a retail shop

Service providers with retail outlets are literally sprouting from the ground. Competition lurks around every corner and the competition within the individual sectors is immense. Convenience, proximity and immediate accessibility are indispensable criteria for the clientele of these service providers. We are talking about ice cream parlours, flower shops, real estate agents or car dealers. With the help of Local Google Ads, you are presented to potential customers within the search engine and the clientele is driven directly into your arms.

Crafts enterprises

As a craft business, you are different from the rest of the service providers. After all, customers do not come to you, but you make house calls. For this to be possible, the target group should be in the vicinity of your business. Local advertisements in the search results specifically address the group of people who are within your area. Scattering losses to consumers who are outside your area of operation can be effectively avoided.

Online business

Have you focused your business on a specific region? Do you offer coaching or online marketing advice and have your main focus on one city? Do you run an online shop with regional specialities? Then you should consider using local search engine advertising to reach a wider audience.