Location Ads for multi-location brands

Linking ad campaigns to locations allows customers to easily transition from online search to offline store visit for brands with many physical locations.

Location Ads: What & Why

But first: The Location Structure

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](Learn more about location structures in our explainer article. )

Learn more about location structures in our explainer article

A location structure is a way for brands with multiple physical locations to organize their online listings and ensure information stays accurate across all their connected locations and platforms.

When to Use Location Ads

Use case highlight: GroupM on how they use location ads for the retail sector

”We work with clients that sell their products both online and in stores. Online sales is usually the main focus when it comes to performance marketing, but in many cases it’s common to do research online and then buy in-store.”

How Listings-Based Local Ads Work

When managing your Google My Business (GMB) presence, you’ll first want to make sure you have a GMB listing for every one of your locations, and that you can manage them centrally – in other words, start by making sure your locations are in a location structure!

This will allow you to use Location Extensions in your Google Advertising, which supplements the ad with location information about the business, like business address, phone number, and even a link to get directions.

These location extensions will encourage anyone seeing the ads to visit the locations, by showing how close and easily accessible they are.

“Location extensions can help attract customers who may be just around the corner.” – Google

The Store Pages Structure is Facebook’s location structure. It allows you to put your pages into a hierarchy of brand pages and local pages, and to collect insights from your entire network of pages.In this explainer video, PinMeTo location marketing experts break down Facebook’s location structure

promote location pages using Facebook’s ad platform – they even have ready-made ad types designed to drive foot traffic to the locations, which will automatically be shown to people near the store.

”The store traffic objective allows you to create and deliver localized Facebook ads to people nearby and encourage foot traffic to your stores. You can use this objective if you have multiple physical stores.” – Facebook.

In general, you should make sure that the information is available on the Facebook pages of the locations, but you should double-check the business information (especially addresses and opening hours) of any locations before launching an ad campaign - you don’t want to waste advertising dollars sending people to closed stores or incorrect addresses!

To Sum Up

• To get the most out of local ads, you need a location structure, which is a way for brands with multiple physical locations to organize their online listings.

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