Google unveiled new features for Local Services Ads (LSA) this week. One robotically selects profile photos to display in advertisements, while the others give advertisers more control over their spending.
Profile photos
This update goals to extend ad engagement and potentially improve ad rankings for local service providers.
How it really works:
- Google will select photos from advertisers’ LSA profiles based on their likelihood to spice up engagement.
- Photos won’t appear in every ad, depending on user queries and other aspects.
Google’s recommendations:
- Upload 3-5 high-quality images to your LSA profile.
- Ensure photos are relevant to your work, original, and never copied or stolen.
What to observe. How this alteration affects ad performance and rating for local service providers, especially those that haven’t previously focused on visual content of their profiles.
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Ad spending controls
The new ad budget features include the flexibility to set a maximum monthly ad spend limit for certain accounts. This gives advertisers more control over their spending, potentially stopping unexpected budget overruns.
Key features:
- Immediate effect upon setting.
- Automatic campaign stoppage when limit is reached.
- Monthly reset on the first of every month.
- Flexible management – might be updated anytime.
How it really works. Advertisers can toggle the account spend limit on or off, set a selected monthly limit, view last month’s spend and monitor current month’s spend and remaining budget through the Local Service Ads interface.
Dig deeper: Why marketers must combat the hidden threat of MFA sites
Yes, but. Due to reporting lag, there’s a possibility of exceeding the set limit, especially when:
- Setting a limit for the primary time.
- Lowering an existing limit.
Advertisers are responsible for paying any excess charges if the limit is exceeded.
The catch. If the limit is exceeded, all ads will stop running until the following month.
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