Google’s recent unveiling of new features for Local Services Ads (LSA) has brought about significant changes that aim to benefit both advertisers and users. One of the key updates includes the introduction of profile photos in advertisements, which is designed to enhance ad engagement and potentially improve ad rankings for local service providers.
The way this feature works is quite simple yet effective. Google will automatically select photos from advertisers’ LSA profiles based on their potential to increase engagement. These photos will not appear in every ad, as their visibility will depend on user queries and other relevant factors. To make the most of this update, Google recommends that advertisers upload 3-5 high-quality images to their LSA profiles. It is crucial that these photos are relevant to the services offered, original, and not copied or stolen from other sources.
This change in the selection of profile photos could have a significant impact on ad performance and ranking for local service providers, especially for those who have not previously focused on incorporating visual content into their profiles. By leveraging this feature effectively, advertisers can potentially attract more attention from users and improve their overall ad performance.
In addition to the profile photo update, Google has also introduced new ad spending controls for advertisers using Local Services Ads. One of the key features of this update is the ability to set a maximum monthly ad spend limit for certain accounts. This gives advertisers more control over their spending and helps prevent unexpected budget overruns.
The ad budget features come with several key functionalities, including immediate effect upon setting, automatic campaign stoppage when the limit is reached, monthly reset on the 1st of each month, and flexible management that allows for updates at any time. Advertisers can easily toggle the account spend limit on or off, set a specific monthly limit, view last month’s spend, and monitor the current month’s spend and remaining budget through the Local Service Ads interface.
However, it is important to note that there is a possibility of exceeding the set limit, especially when setting a limit for the first time or lowering an existing limit, due to reporting lag. In such cases, advertisers will be responsible for paying any excess charges if the limit is exceeded. Moreover, if the limit is exceeded, all ads will stop running until the next month, which could potentially impact the visibility and reach of the advertiser’s services.
Overall, these new features introduced by Google for Local Services Ads are aimed at providing advertisers with more control over their ad campaigns and improving the overall user experience. By leveraging profile photos effectively and setting ad spending limits strategically, advertisers can enhance their ad performance, attract more customers, and maximize their return on investment.