Promoting Local Business with Contextual Advertising
Posted: Mon Jan 27, 2025 9:43 am
Promoting Local Business with Contextual Advertising
Contextual advertising is a universal promotion tool. Keyword targeting is used here. The user enters a query in the search engine - a relevant selection appears in response.
Let's take a closer look at promoting a chiropractor email address local business using contextual advertising using a beauty salon as an example:
Geo-referenced keywords
The first method of positioning is keyword targeting. This means that the key should contain the name of a specific area, street, metro station, for example, "pedicure on Krasnoarmeyskaya". If you add only the name of the city, the request will be too broad.
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So in this case, the keyword is a combination of the product name and location. This type of targeting only works in search engines.
Let's say a beauty salon used keywords with geo-referencing in Khimki in its contextual advertising. Thanks to this, it was possible to attract two types of clients: those who live nearby and those who work in this area. Users went to the company's website and filled out an online registration form. In the first week, thanks to the advertising, 15 people visited the salon. The cost of attracting one client is 300 rubles, the average bill is 1,000 rubles. Let's say people liked the level of service and they will return to the salon. Then the result of the advertising campaign can be considered good.
Key queries linked to user geolocation
In this case, the key phrase itself does not mention a specific area or street. Targeting is based on the user's location. To set up search engines, regular key queries are used, but a clause is added so that messages are shown only to users who are in a certain location.
Similar settings can be made in Yandex.Audiences. The service allows you to set the territory where messages will be shown and include it in the advertising campaign on Yandex.Direct with an adjustment of +1000%. At the same time, the overall rates can be made minimal so that the ads are shown only to the audience that is in the selected geosegment.
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"7 Options, 5 Strategies, and 5 Tips on How to Quote a Price to a Client"
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This method of promoting local business with contextual advertising works in search engines and in the Yandex Advertising Network. It is especially effective in cases where the user is looking for an organization near their location. At the same time, key queries often include words such as "nearby", "nearby", "not far". Therefore, it is better to target the advertising campaign only to search.
Key queries linked to user geolocation
Let's assume that a territorial geosegment in the form of a circle with a radius of 3 km, the center of which was a beauty salon, was selected to promote beauty services. The keywords were as follows: "book a haircut today", "hairdresser nearby", "master stylist today". Brand queries were added to them.
A minimum bid of 2 rubles was set for all key phrases. For the geosegment, it was increased by 1000%. Thanks to these settings, ten new clients came to the salon.
Keyword Searches and Geotargeting in Google Ads
We are talking about the same thing as described in the previous paragraph, only for Google Ads. In this system, you can immediately set up advertising with reference to a specific geosegment. The data is entered in the "Locations" section. You can select a point on the map where the company is located and set a radius of 2-3 km from it.
To promote the same beauty salon in Google Ads, a territory with a radius of 2 km from the center was specified. The key queries included "hairdresser's nearby". As a result, the advertising campaign collected 22 new clients.
Contextual advertising is a universal promotion tool. Keyword targeting is used here. The user enters a query in the search engine - a relevant selection appears in response.
Let's take a closer look at promoting a chiropractor email address local business using contextual advertising using a beauty salon as an example:
Geo-referenced keywords
The first method of positioning is keyword targeting. This means that the key should contain the name of a specific area, street, metro station, for example, "pedicure on Krasnoarmeyskaya". If you add only the name of the city, the request will be too broad.
Recommended articles on this topic:
Company Marketing Plan: Double the Company's Profits
KPI for the sales department: how to calculate and implement
How to get 3 times more clients for 2 times less
So in this case, the keyword is a combination of the product name and location. This type of targeting only works in search engines.
Let's say a beauty salon used keywords with geo-referencing in Khimki in its contextual advertising. Thanks to this, it was possible to attract two types of clients: those who live nearby and those who work in this area. Users went to the company's website and filled out an online registration form. In the first week, thanks to the advertising, 15 people visited the salon. The cost of attracting one client is 300 rubles, the average bill is 1,000 rubles. Let's say people liked the level of service and they will return to the salon. Then the result of the advertising campaign can be considered good.
Key queries linked to user geolocation
In this case, the key phrase itself does not mention a specific area or street. Targeting is based on the user's location. To set up search engines, regular key queries are used, but a clause is added so that messages are shown only to users who are in a certain location.
Similar settings can be made in Yandex.Audiences. The service allows you to set the territory where messages will be shown and include it in the advertising campaign on Yandex.Direct with an adjustment of +1000%. At the same time, the overall rates can be made minimal so that the ads are shown only to the audience that is in the selected geosegment.
Read also!
"7 Options, 5 Strategies, and 5 Tips on How to Quote a Price to a Client"
Read more
This method of promoting local business with contextual advertising works in search engines and in the Yandex Advertising Network. It is especially effective in cases where the user is looking for an organization near their location. At the same time, key queries often include words such as "nearby", "nearby", "not far". Therefore, it is better to target the advertising campaign only to search.
Key queries linked to user geolocation
Let's assume that a territorial geosegment in the form of a circle with a radius of 3 km, the center of which was a beauty salon, was selected to promote beauty services. The keywords were as follows: "book a haircut today", "hairdresser nearby", "master stylist today". Brand queries were added to them.
A minimum bid of 2 rubles was set for all key phrases. For the geosegment, it was increased by 1000%. Thanks to these settings, ten new clients came to the salon.
Keyword Searches and Geotargeting in Google Ads
We are talking about the same thing as described in the previous paragraph, only for Google Ads. In this system, you can immediately set up advertising with reference to a specific geosegment. The data is entered in the "Locations" section. You can select a point on the map where the company is located and set a radius of 2-3 km from it.
To promote the same beauty salon in Google Ads, a territory with a radius of 2 km from the center was specified. The key queries included "hairdresser's nearby". As a result, the advertising campaign collected 22 new clients.