Use AdWords Location Extensions? Better Make Sure They Match Your Google My Business Info

Adding location extensions in AdWords is a great way to draw more nearby customers, and sometimes to muscle into the paid Google Maps results.  All you need is to have a Google My Business page, run AdWords ads in your area, and go through a pretty easy syncing process.

The trouble is good results may take more babysitting than you’d like.  Your Google My Business page doesn’t take much tending these days, but AdWords is another story.  AdWords takes more tending.  Case in point: if you set up a location extension in AdWords and then update your Google My Business page, your location extension may still show your old, incorrect business info.

Tony Wang of LocalWord described the problem and the solution briefly in this Google Plus thread, and sent me more detail after I asked; here’s a detailed rundown from Tony:

AdWords pulls location extension info from your Google My Business page, so you need link to it while creating the location extension. That “link” terminology is confusing.

One could be forgiven for thinking any changes in GMB will automatically be reflected in the AdWords extension. One would be WRONG.

Turns out the information is imported at the creation of the extension, with no other connection thereafter. If you change the information in your GMB profile, it will NOT be reflected in the extension.

I stumbled upon this by accident, after recently changing a client’s operating hours. I just happened to see the ad with location extension showing, and it had the old hours (location extensions can display hours sometimes, though more often phone #). I assume if other info changed in GMB it would also not update.

Anyway, after calling AdWords support and speaking to an overseas agent (apparently I’m not big enough to get routed to stateside support) the agent checked with his supervisor and then routed me to GMB support, claiming it was a glitch on their end. GMB support verified that all the data was correct on their end and sent me back to AdWords support. Now speaking to a second AdWords agent who was similarly stumped, he also checked with his supervisor, who correctly understood the issue, which is that GMB info does not auto update into AdWords extensions.

So the SOLUTION is to remove the extension and create a new one, thus pulling in the new info.

This is not at all obvious, and I’m willing to bet there are numerous ads out there displaying old information as a result. So the moral of the story is, if you ever update GMB info, remember to go back and re-create your location extensions.

To add insult to injury, Joy Hawkins also noted that the AdWords fields in GMB do sync, which means the capability is clearly there. I complained loudly enough to the support agent that the supervisor grabbed the phone to apologize and assure me he would bring up these issues as suggested improvements.

I’ve checked the Google My Business – AdWords location extension syncing myself, and ran into the same issue Tony ran into.  (I changed one of my client’s business hours in Google My Business.)

Have you run into syncing problems – or other problems – with AdWords location extensions?  What did you do?

Any questions?

Leave a comment!

The High Cost of Thinking Your Local Search Visibility Is Free

The name’s a shameless rip-off of Wil Reynolds’s excellent presentation on “The High Cost of Free Traffic.”  One reason I’ve got no shame is that that describes the situation perfectly: Although technically your business’s visibility in Google Maps and the rest of local search is free, you run into trouble once you start treating it as you would other “free” stuff.

Business owners and their marketers often mess up and overlook enough things even when they pay $20 a click (as in AdWords) for their traffic.  Their strategies get even more ragged when they don’t have to pay for visibility in the local search results, and are confident they won’t need to any time soon.

“Free” gives you a sense of relief.  You don’t think much about how you use your water if all you have to do is dip your cup in the creek.  That’s fine as long as it’s not winter or there’s a cattle drive upstream.

What’s the “high cost” of free traffic (the one I named this post after)?  It’s not one specific high price you pay, but rather a long list of missed-opportunity costs.  They’re problems you’ll face, time you’ll waste, or wins you won’t seize.

They’re what happens when you assume “free” rankings and traffic are permanent, or unlimited, or guaranteed, or something you’re entitled to, or always easy to get more of, or always what you need more of.

Cost 1: Trying to farm out all parts of your local SEO strategy.

(Or, even worse, trying to farm out all of your marketing.)

Some parts of local SEO require a decision-maker’s personal involvement.  Doing what it takes to earn good links and reviews are two examples of that.  Though third parties can help to one degree or another, they can’t do it well and without any of your involvement.  “Your one-stop, turnkey solution” is a marketing ploy.  The sooner you realize that, the sooner you’ll get visible in the local search results, and have it actually result in more business, and have it last.

Cost 2: Seeing if you can “just get your site to rank” without putting in any real effort.

If your primitive strategy of microsites / keyword-stuffing / cheap links / lousy “city” pages doesn’t work you’ve wasted time and are back to the drawing board.  Even if you’re fortunate enough to have your bare-minimum effort bring you good rankings, you’ll be one non-pushover competitor or one Google test or update away from Search Engine Siberia.

Especially when it’s early in your local SEO effort, either you need to specialize and carve out a niche, or put in a little work to differentiate yourself, or do both.

Cost 3: Only worrying about the “easy SEO wins” at first.

Isn’t it great if you can meet your goals with a minimum of effort?  Sure.  Shouldn’t you try to do that?  Yeah, probably.  But what if your quick no-brainers yield no results?  Then it’s a question of when you start putting in the hard work, and how long it takes to pay off.  Fixing up your title tags, wiggling a few keywords into the cracks, and cleaning up your local listings will only get you so far.

How long should you wait to see if your quick wins did the trick?  2 months?  6 months?  A year?  Damned if I know.  I say you start digging the well before you’re thirsty.  Start on the ongoing activities while you’re still working on the one-time stuff.

Cost 4: Using a site/CMS that makes changes difficult or slow to make.

Your Squarespace or Wix or Joomla or GoDaddy site is probably fine to keep if you can structure it correctly, create a homepage that doesn’t suck, make it more or less conducive to conversions, and do other basics.  It doesn’t need to be perfect.  It’s better to get a rough site out there early, and improve it later.  The problem is what happens if you can’t improve it later.  Because you consider your local search traffic “free,” you don’t feel it’s urgent to get a site you can work with.  You’ll let it molder until traffic dries up or something really breaks, or both.

Cost 5: Hiring hacky writers.

If you had to pay $20 for each click, would you send visitors to pages that don’t make it clear what you do, or pages that make it apparent you’re “too busy” to put any effort into your site yourself, or pages that make you look like you can’t string two sentences together?  No?  Well, doing that with “free” traffic is even worse.  At least if you pay $20 (or much more) for a click, you might eventually learn that more traffic often isn’t the answer.

With bad writing you have the online-marketing equivalent of BO.

Cost 6: Waiting too long to get serious about getting reviews.

You probably “just want to rank” first.  Once you have more customers, you’ll start encouraging reviews.  That’s backwards.  Good rankings without good reviews tend not to bring in much business.  On the other hand, good reviews will help you as soon as you start getting them, no matter how visible you are.  Go after them early.

Cost 7: Not replying to customers’ reviews, even when you don’t “have to.”

You probably don’t let negative reviews go unaddressed.  That’s usually wise.

What about the positive reviews?  Think of how hard you’ve worked to get however much visibility you’ve got, and to do a good enough job for customers that they wrote you those nice reviews.  Don’t you want that visibility and traffic to convert as many customers as possible, so you continue the upward spiral?  Sometimes replying to a positive review – even if only to say thanks – is a way to do that.  It shows you give a hoot, and that you still care about customers after they’ve paid you and reviewed you.

Cost 8: Assuming all your visitors saw your best reviews before visiting your site.

Given all the info Google shows IN the search results these days – especially when people search for your business by name – it’s smart to think of Google’s results as your second homepage.  To wow customers there with all your reviews is crucial, and you need to do it.  Those review sites sure are prominent.

But what if those people go even farther, and get to your site?  Those people are even deeper into your “conversion funnel,” and are this close to taking an action you want.  Don’t hold back now.   Even if they saw your “review stars” in the search results, they probably didn’t see reviews from specific customers.  If you had to pay for each click, you’d make sure your best reviews were front-and-center.  That’s smart even if you don’t pay for each click.

Splatter or sprinkle your reviews across your site.

Cost 9: Waiting too long to start earning links.

Yes, the one-time work on your site and on your listings is important.  You may see a bump from doing only that.  But sooner or later you’ll hit a plateau.  At that point you can’t just “optimize” your site more, or crank out more citations, and expect to get unstuck.  And don’t think an SEO person has some fancy maneuver for your site that will do it.  You’ll go round and round on tweaking or overhauling your site, to no effect.  7 SEO “experts” and many dollars later, you’ll realize you missed a big piece of the puzzle.  You could have spent a fraction of that time on effort on trying to earn good links, and you could have seen results sooner.  Slow process?  Sure, but not as slow as the alternatives.

Here are some relatively easy link ideas, just to get the juices flowing.

Cost 10: Fixating on ranking across your entire service area.

You want to rank in 25 more towns.  That’s a fine goal.  So you must be pretty visible in your town already, right?  If not, start there and branch out only when you’ve had some success.  Now, it may or not be possible to rank in all (or half) of the places you want to reach.  It depends on many factors, including whether you’re trying to rank in the local organic results (doable) or in the Maps results (less realistic).  I’m not even saying you should trim back your goals.  I’m saying only that you should do what it takes to build up a little visibility in the place where it’s most likely you can do so, before you try to go farther afield.

Cost 11: Creating lots of awful “city pages.”

If you won’t take the time to do them right, at least don’t spend too much time on doing them wrong.  Make 5 worthless pages rather than 50 worthless pages.  That way, you can return that much sooner to whatever you were doing that was so much more important than putting a little thought into your city pages, so that they might rank and convert.

Cost 12: Never using AdWords to learn about would-be customers or to sniff out markets.

Too many business owners think, “Why on earth should I pay for traffic when I can get it for free?”  Well, for one thing, because it’s the only practical way to sniff out people’s level of interest in specific services in specific cities/areas where you don’t rank.

Google Analytics only tells you about the traffic you already get, and nothing about the traffic you might be able to get.  Set up a quick-n’-dirty AdWords campaign, keep it on a short budgetary leash, let it run for a couple weeks, and mine the stuffing out of the “Dimensions” tab.  I know of no better way to research keywords, to get a sense of how well traffic converts for those keywords, and to find out exactly which cities/towns those searchers search from.

If you think of pay-per-click as a way to buy data (and not necessarily to get customers, at least at first) you probably couldn’t get anywhere else, you can put new vim and vigor into your local SEO effort.

Cost 13: Assuming that because your local visibility is “free” it’s also unlimited.

That may be the costliest cost of all, for many reasons.

You can always lose visibility.

You won’t have a monopoly while you have it.

Just because you got some visibility easily doesn’t mean you can get more with similar ease.

You don’t know who will become your competitor next.

Google likes to test just about all aspects of the search results.

Google likes to change policies in all areas of search.

Google likes to stuff the free search results with paid search results.

You don’t even own your local listings.  The only online thing you own is your site, and everything else is rented land.

It’s for those reasons and many others that you do not want to grow complacent.

Why do the signs at parks and nature reserves tell you not to feed the animals?

Because if you feed them and other people feed them, they’ll get conditioned to freebies, and not be as able to hunt and forage.  (Also, the tripe most people eat isn’t necessarily good for a growing critter.)

If you’re an animal, it’s fine to catch as catch can, but you probably want to be able to feed yourself if the hands with free food ever go away.  The same is true of business owners.  Don’t be a Central Park pigeon.

What’s a missed-opportunity cost I missed?

Any cautionary tales?

Leave a comment!

Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution

Last week I spoke at the Brandify Summit in LA.  Great event and great audience – full of people who run the local SEO for big companies (e.g. Wal-Mart, Disney, Walgreen’s).

I talked about how most big companies are awful at encouraging reviews, and how they can learn from the smartest small-to-medium businesses.  You can benefit from my review-strategy suggestions no matter how big or small your business is.  Here’s my slide deck:

Be sure to check out the further reading in my second-to-last slide (#47).

By the way, if you found that useful, you’ll love this post.

Any questions?

Any slides that weren’t clear?

Favorite strategy suggestions?

Leave a comment!

What 8 Years of Pay-per-Click Has Taught Me about Local SEO

Most people don’t know I also help clients with pay-per-click advertising – mostly AdWords.

I’ve been doing PPC for longer than I’ve been monkeying around in local search – since mid-2006.

I’ve used it for some clients’ businesses, and for mine (early on).  My first clients and readers may recall clicking on an AdWords ad to find my waifish one-page site, around 2009-10.  That was the only way they could find it, for a time.  I’ve had skin in the game.  (If I couldn’t write ads, you might not be reading this.)

Why should you care about pay-per-click and me?  You shouldn’t.

But PPC and local SEO…now that’s a little more interesting and relevant to you.  They’re alike.  Different ballgames, sure.  But you can learn a lot about one from the other.

It’s useful to know how similar paid and local search are, especially if you rely on one form of visibility but want belt and suspenders.  Let’s say you do pretty well in the local rankings but want a foothold in the paid results – or vice versa.  You’ll want to know what strategies can help you in both places.

Here’s what many “Web years” of PPC has taught me about local SEO:

Basic truths

You need to stand out in some way.  Or else you’re wasting your time.  What is it about your little blob of pixels – your PPC ad or local search result – that makes customers want to click on it?

It takes time to become profitable.  In AdWords it takes weeks or months to test which keywords, ads, and landing pages bring home the most leads.  Any work you do on your local SEO also usually takes months to pay off.  Don’t start when you’re desperate.


You’re only as good as your website.  It doesn’t matter how many clicks you get or how you get them – paid or for free.  If you don’t get people to take the next little step, you’ve failed.

Simply reaching more people isn’t necessarily better.  Your first priority needs to be getting visible to the people who know what they’re looking for – not the tire-kickers.  Be visible for “transmission repair” before worrying about “mechanic” or “auto repair.”

There’s always room to improve.  A 21% click-through rate can become 23%.  If your rankings are as good as they can get, keep racking up reviews and adding useful content to your site.  As Ray Kroc (founder of McDonald’s) once said, “If my competitor was drowning, I’d stick a hose down his throat.”

The 80/20 rule is king.  With PPC it’s more like 95/5: probably 5% of your keywords will bring you 95% of your leads, 95% of the progress you’ll make will result from spending time on that 5%, etc.  It’s less-pronounced with local SEO, but still true: 80% of the citations you could get don’t matter much, 20% of the tune-ups you could make to your site affect your rankings, 20% of your customers will end up writing you a review, but those reviews are visible to 80% of the people who find you online…I could go on.

Strategy lessons

1 minute of extra work up-front saves you 2-3 minutes later on.  Don’t want to build separate adgroups or landing pages for each of the specific services you’re advertising?  Just want to launch?  Fine, but you’ll be overpaying for clicks – at best.  More likely, you won’t get any phone calls and will have to restructure anyway to revive your campaign.  It’s similar with local SEO.  For example, if you don’t fix your listings at the main data-providers, you’ll have a never-ending amount of clean-up to do on your citations.

You pay for ego.  If your ad must be #1, expect to pay twice what ad #2 costs.  If you’re ranked #2 in the local results and you think you can move up that one slot just by making quick tweaks, you may lose that #2 spot.  You’ve just got to grind some more.

Your landing pages need to be “local.”  If people can’t tell that you serve their region both before and after they click, they’re probably hitting the “back” button.

Bing is tiny by comparison.  Do not spend as much time on it as on Google.

Constant tinkering is unwise.  In PPC you need to let your ads run head-to-head until you’ve concluded statistically that one ad pulls better than the other.  To get visible in the local results you need to do a bunch of work and let the dust settle before you do more.

Change is constant.  Whenever Google rolls out something like enhanced campaigns in AdWords or the “new” Places dashboard, you can’t be in the dark. 

Hard knocks

You play by Google’s rules.  If you don’t want to, that’s your call, but nobody at Google will field complaints like, “But that’s where all my customers find me!”

It can be good, cheap, or fast.  Pick any two.  In the case of PPC it can only be so cheap.  In the case of local SEO it can only be so fast.

You should learn a little about how your paid or free visibility works.  Or be vulnerable – vulnerable to people who know more than you do, but who can’t or won’t do a good job for you.  For PPC I suggest learning from Perry Marshall, Howie Jacobson, and Brad Geddes.  Unless this is the first post of mine you’ve read, you probably know who I recommend for local search.

It’s dangerous to rely on one form of visibility.  PPC and local SEO can also make one heck of a combination.

Many business owners only see the obvious costs – the costs per-click, or what a local-search pro charges to help.  They aren’t as good at crunching the costs of missed opportunities, or the costs of relying on other ways to get visibility and leads, or the costs of hiring the lowest bidder.

Too many business owners fixate on the click.  Not as much on what happens after the click.  Do you say at the very top of the page what services you offer, and what you don’t offer?  Is it clear how potential customers can find the other pages they might want to see?  Is it impossible to miss your contact info?  If they don’t want to pick up the phone today, can people stay in touch by leaving their name and email – and are you giving them a good reason to?

Pep rally

Many or most or all of your competitors suck.  They don’t know about split-tests or negative keywords, or they don’t know about local citations or even Google’s rules.  To the extent they may (temporarily?) be more visible than you, it’s despite their actions or inactions, not because of them.

Many business owners would sooner pay out the nose than spend a little time learning.  If you invest that bit of time, you can take the reins if you need to, or better ensure that your PPC helper brings his/her A-game.

The Big Boys only get the basics right.  They leave opportunities open.

There’s often a point when less work is needed month to month.  The business owner can (and maybe should) ease into learning the ropes, and managing the campaign and not feel overwhelmed.

You win whenever you use your antennae.  If you’re always trying to understand your customers better, you’ll know what they want to see in the search results and on your site.

Where do you see overlap between PPC and local search?  Big differences?  Leave a comment!