Google Ads for years have been synonymous with search campaigns.
Search campaigns work really well - however, CPC (cost per click) and cost inflation has made it more difficult for SME's to gain a foothold in Google's valuable traffic network.
Last year, Google announced channel controls to a campaign type called demand generation.
Previously, demand generation was a soup mix of different channels and formats within the overall goal to generate massive awareness for businesses.
SME's on a budget could not run effective demand generation campaigns
Previously, you typically needed a larger budget to saturate the market in order for this campaign type to perform effectively.
With the latest updates in Google Ads, you can now select the marketing channels you would like to activate.
Now with the channel selection option available, you can decide for instance, just to activate your campaign on Google maps only.
Local search is vital for smaller businesses
If you're a restaurant, car repair business or run a professional practice (such as a dentist or veterinarian) this is especially relevant for you. Customers frequently use Google Maps to find you.
Now you can use demand generation to advertise solely on Google Maps at a lower cost than a traditional search campaign.
Check the following before activating a Google Maps demand generation campaign
- That your Google My Business listing is claimed and verified
- You have reviews in your Google My Business listing
- Your profile is completely filled out with all the necessary information
- That you make it easy for consumers to book with you (as a restaurant for example, you want visitors to be able to reserve a booking with you online)
- Pictures, FAQ information, pricing and everything a consumer could ask or need to research is in your profile already
If you want to drive people to your place of business - this is one of the best marketing options in paid media today.
