Local Service Ads (LSAs) are ads placed on top of Pay-Per-Click Advertising (PPC) within the Google Search Engine Results Page (SERP) – just under the search bar. Read on to see how these ads appear and how they work.
Click here to see what they look like. Google LSAs are separate from PPC and you should set aside marketing budget for each, but it’s important to be used in tandem. This is a major change in how potential customers will find businesses online and now in our industry! This is Google’s way of being more proactive with consumers, thus creating stronger conversions.
How do they work?
Similar to PPC, LSAs are placed ads on top of the Google Search Engine Results Page (SERP). However, instead of paying for each click, you are paying for the actual call (over 1 minute). Your advertising dollars will be spent where it counts – the lead! Important note: If your calls from LSAs go unanswered for a lengthened period of time, you are at risk of Google removing your business from the LSA listings page and/or move you down in the paid rankings. So it is crucial to answer your phone or better yet, have a Call Center or CSR in place.
Another important part of being listed first, are your Google Reviews. The higher the score, the higher placement you will have increasing your online visibility and potential leads.
When does this roll out?
LSAs are rolling out to most areas by the end of this year, which means we need to capitalize on this opportunity NOW! Why? Simply put, if you don’t you are potentially missing out on business opportunities, and it leaves room for your competition to take the space. You can’t afford to miss out!
This tactic is available through our PTN vendors: Scorpion, ReachLocal, Quiigo (new PTN vendor) and SearchKings to help navigate the process. While there are benefits to working with any of these vendors, it is important to be ahead of the game on this program. We do not feel that Google has done justice to letting people know the impact on their search engine results page. In markets that have launched, we have seen significant success with seeing cheaper leads, especially with brands that are battling high CPLs, this will be helpful in combating some of that competition.
We will need to first determine if the LSAs are available in your market, and if they are we will assist you with the first step – getting you and the business background checked. This is a free service provided by Pinkerton. The process can take up to six weeks, so the sooner you begin the quicker you can become guaranteed.
Who should I call?To take advantage of this marketing opportunity, connect with your Local Marketing Specialist TODAY to begin the process of background checks and other important ‘To-Dos’. Samantha.Chamberlain@DwyerGroup.com.