The AdWords Search Network includes Google Search, Maps, Images and Groups. Ads are matched to search results pages using keyword targeting. For example, a search on Google for “Accountant London” will be shown an ad that uses this keyword. Search marketing is the most widely used area in AdWords. The Search Network is part of the Google Network, which encompasses all the web pages and apps where AdWords ads can appear.
AdWords Search partners extend the reach of standard Google Search ads to hundreds of non-Google websites. Ads shown on the Google Search partner websites’ ads can appear on search results pages, onsite directory pages or other pages related to a person’s search.
AdWords Display Remarketing helps you retarget prospects across the web to drive qualified traffic back to your website. Many website visitors do not convert into leads or customers on their first website visit. Some past site visitors will return to your website anyway and remarketing helps increase the return of qualified audience prospects while also increasing your local brand awareness. Show ads to past website visitors for up to 540 days, or for shorter periods such as 30 days.
Google My Business is a free service to help prospects find you on web search and Google Maps. GMB verifies name, address and phone number to confirm your business details. AdWords also uses GMB to show your phone number and address below your ads.
Google Search Console (Google Webmaster Tools) is used by company owners, webmasters, SEO and SEM professionals. It provides indexing status and visibility metrics of your website. Google Webmaster lists the amount of impressions and clicks your website pages are receiving in Google- and also what search terms are being used.
Track your local website visitors in Google Analytics. to measure levels of engagement. See the best performing landing pages, and the pages with the highest exit rate. See completed goal conversions which are recorded leads in Google Analytics by traffic source and medium.
Local search is when a search has local intention. This is a person looking for something that is specifically local. Local intent can be signalled by inclusion of the town or city name within the search phrase. For example “Accountants London”, “Builders London”. Search results pages with commercial intent are also becoming more local. This makes SEO easier for local and regional companies to get found and promote their services. Commercial intent can be signalled by words like company, prices, supplier, agency, practice and fees. For example accountant company, accountant prices, accountant supplier, accountant agency, accountant practice and accountant fees.