{"id":13376,"date":"2023-03-03T15:08:04","date_gmt":"2023-03-03T21:08:04","guid":{"rendered":"https:\/\/www.topspot.com\/blog\/?p=13376"},"modified":"2023-03-03T15:08:05","modified_gmt":"2023-03-03T21:08:05","slug":"google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition","status":"publish","type":"post","link":"https:\/\/www.topspotims.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/","title":{"rendered":"Google Ads Gets Lost on Local: Learn About Two Reports That Cover Local Competition"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-ads-and-its-under-the-radar-report-additions\"><strong>Google Ads and Its Under-the-Radar Report Additions<\/strong><\/h2>\n\n\n\n<p>Without a formal announcement or rollout, about two years ago Google Ads snuck in two reports meant to provide businesses with more information about their local competition\u2014they are the local competitive visits report and the local competitive search terms report. Not much is out there concerning these reports from other marketing news outlets, and&nbsp;<a href=\"https:\/\/support.google.com\/google-ads\/answer\/9172814?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads only has a page<\/a>&nbsp;featuring a small introduction to the reports, their purpose, and instructions on how to find them.<\/p>\n\n\n\n<p>In this blog, we define these reports, discuss the pros and cons, and try to unveil the mystery surrounding them. Here&#8217;s a hint: it might have something to do with their effectiveness. Plus, we share how TopSpot tackles competition, <a href=\"https:\/\/www.topspot.com\/pay-per-click-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">pay-per-click<\/a>, and <a href=\"https:\/\/www.topspot.com\/adwords\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a>. Here\u2019s another hint: it has to do with user intent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-defining-the-local-competitive-search-reports\"><strong>Defining the Local Competitive Search Reports<\/strong><\/h2>\n\n\n\n<p>The idea behind the local competitive visits report and the local competitive search terms report is to show marketing opportunities your business may have missed on Google Ads. The reports show the number of search queries, clicks, and store visits your competition receives in local search landscapes your ads aren&#8217;t featured in. With this new information, Google Ads hopes to encourage changes to budget, bidding, and keywords to capture missed opportunities.<\/p>\n\n\n\n<p>Here&#8217;s a breakdown of the metrics provided:<\/p>\n\n\n\n<ul><li><strong>Search terms:\u00a0<\/strong>the terms users employ in search that your competition shows for, but your business did not.<\/li><li><strong>Local competitive queries:\u00a0<\/strong>the number of times other advertisers show ads in landscapes your business did not.<\/li><li><strong>Local competitive clicks:<\/strong>\u00a0the number of clicks on competitor ads for terms your business did not compete for.<\/li><li><strong>Local competitive visits:<\/strong>\u00a0the number of user visits to a competitor&#8217;s physical store driven by those ad clicks. Note: Store visits are a measure of conversion Google Ads creates using estimates based on data from users who have turned on Location History.<\/li><\/ul>\n\n\n\n<p>The reports are available to those who meet Google\u2019s privacy thresholds\u2014these are not clearly defined by the company. The TopSpot Team has not seen these reports available for all Clients, nor have we seen any consistencies to whom the reports are available for.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-pros-and-cons-of-ai-a-running-theme-with-google-ads\"><strong>The Pros and Cons of AI&#8211;A Running Theme with Google Ads<\/strong><\/h2>\n\n\n\n<p>The reports utilize AI and machine learning to identify keywords and competitors, but what it deems relevant isn&#8217;t clearly defined. The AI picks broader terms based on your products and services, then pairs you against competitors using the same method. This helps the platform ensure success by casting a wider net instead of targeting traffic that includes qualified leads.<\/p>\n\n\n\n<p>Google Ads then recommends using additional AI via Smart Bidding as a best practice for the reports. The idea is to use the report&#8217;s missing keywords and then check that your campaign isn\u2019t limited by budget. These best practices make it clear that Google wants you to sit back, let the AI do the work, and loosen your purse strings a little as it bids on broad and expensive terms.&nbsp;<\/p>\n\n\n\n<p>While easier on a smaller team, this could get expensive, and the information provided in the reports is in the best interest of Google Ads, not your business. This con is seen in&nbsp;<a href=\"https:\/\/www.topspot.com\/blog\/2023\/02\/what-makes-a-campaign-smart-google-smart-campaigns-and-managed-google-ad-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads\u2019 Smart Campaigns<\/a>, another quick and cost-effective solution for marketing that turns over ad budgeting decisions to AI and can just as quickly become costly due to a lack of control, information, and strategic thinking.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"595\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2023\/03\/metal-supply-700x595.jpg\" alt=\"\" class=\"wp-image-13378\" srcset=\"https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/metal-supply-700x595.jpg 700w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/metal-supply-250x212.jpg 250w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/metal-supply-120x102.jpg 120w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/metal-supply-150x127.jpg 150w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/metal-supply.jpg 726w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><figcaption><em>Broader search terms mean bigger and sometimes indirect competition, which is a costly space to compete in effectively.<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-so-why-the-sneaky-addition\"><strong>So Why the Sneaky Addition?<\/strong><\/h2>\n\n\n\n<p>The local competitive search and visit reports arrived quietly, likely to complement major efforts by Google Ads to focus on local SEO given the rise of mobile and searches that include the term \u201cnear me\u201d.&nbsp; Perhaps they are a precursor to something new? We don\u2019t know for sure, but it might have something to do with the competitors in the reports not being identified.<\/p>\n\n\n\n<p>Without identification, the terms and visits provided may not be from vendors in direct competition with your products and services. Companies with large and varying inventories like Amazon could be included in the results. This isn\u2019t a local competitor and may not have the same industry offerings as a B2B business. Given the many tools on the market that will show the clicks and keywords of your competitors by name, perhaps the low impact of the reports was known from the get-go.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-b-smart-vs-local-competitive-search-keywords\"><strong>B-SMART vs. Local Competitive Search Keywords<\/strong><\/h2>\n\n\n\n<p>TopSpot&#8217;s&nbsp;<a href=\"https:\/\/www.topspot.com\/local-ppc-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">local pay-per-click strategy<\/a>&nbsp;utilizes different ad formats and extensions to make sure your local business stands out from the competition and informs that content with the&nbsp;<a href=\"https:\/\/www.topspot.com\/the-b-smart-method\/\" target=\"_blank\" rel=\"noreferrer noopener\">B-SMART Method\u00ae<\/a>. This method is rooted in user intent\u2014aiming to find what potential Customers might search for when looking for your products and services.&nbsp;<\/p>\n\n\n\n<p>To illustrate the issue with the local competitive search report, we take a look at a Houston manufacturer of stainless steel and alloys. The TopSpot team identified the target keywords below for their Google Ads program:<\/p>\n\n\n\n<ul><li>17 4 PH Stainless Steel<\/li><li>Nitronic 60<\/li><li>Duplex SS<\/li><li>A286 Steel<\/li><li>Nitronic 50<\/li><li>A286 Bar<\/li><li>Stainless Steel Super Duplex<\/li><\/ul>\n\n\n\n<p>Below is what the local competitive search report provided us as keywords of concern based on their competition:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"669\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2023\/03\/Local-Competitive-Search-Terms-700x669.png\" alt=\"\" class=\"wp-image-13379\" srcset=\"https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/Local-Competitive-Search-Terms-700x669.png 700w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/Local-Competitive-Search-Terms-250x239.png 250w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/Local-Competitive-Search-Terms-120x115.png 120w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/Local-Competitive-Search-Terms-150x143.png 150w, https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/Local-Competitive-Search-Terms.png 717w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p>The terms provided are broad and come from unknown competition sources. For instance, the term \u201cmetal supplier\u201d. This could include those who supply metals for crafting or other unrelated industries, types of metals that aren\u2019t stainless steel or alloys, or juggernauts like Amazon.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-your-takeaway\">What&#8217;s Your Takeaway<\/h2>\n\n\n\n<p>While we understand the need for ease, AI offerings from Google Ads are unable to capture the essence of your business and instead take a broad approach to competitive analysis and response. For a robust competitive analysis with little effort to your team, <a href=\"https:\/\/www.topspot.com\/contact-us\/\" target=\"_blank\" rel=\"noreferrer noopener\">contact TopSpot<\/a> who can provide a detailed report using our proprietary tools and then apply these findings for more effective pay-per-click ads while you focus on running your business. <\/p>\n","protected":false},"excerpt":{"rendered":"In this blog, we define Google Ads&#8217; local competitive visits and local competitive search terms reports, discuss the pros and cons, and try to unveil the mystery surrounding them. Here&#8217;s a hint: it might have something to do with their effectiveness. Plus, we share how TopSpot tackles competition, pay-per-click, and Google Ads. Here\u2019s another hint: it has to do with user intent.","protected":false},"author":61,"featured_media":13381,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[1269,1300],"coauthors":[1314],"acf":[],"cp_meta_data":{"_edit_lock":["1677877686:61"],"_edit_last":["61"],"_yoast_wpseo_content_score":["30"],"_yoast_wpseo_focuskeywords":["[{\"keyword\":\"competition\",\"score\":\"ok\"},{\"keyword\":\"pay-per-click\",\"score\":\"ok\"},{\"keyword\":\"competitive\",\"score\":\"ok\"}]"],"_yoast_wpseo_keywordsynonyms":["[\"\",\"local\",\"AI\",\"Google\"]"],"_yoast_wpseo_estimated-reading-time-minutes":["5"],"_yoast_wpseo_wordproof_timestamp":[""],"_thumbnail_id":["13381"],"_yoast_wpseo_primary_category":["8"],"_yoast_wpseo_focuskw":["Google Ads"],"_yoast_wpseo_metadesc":["In this blog, we define Google Ads' local competitive visits and local competitive search terms reports, discuss the pros and cons, and try to unveil the mystery surrounding them. Here's a hint: it might have something to do with their effectiveness. Plus, we share how TopSpot tackles competition, pay-per-click, and Google Ads. Here\u2019s another hint: it has to do with user intent."],"_yoast_wpseo_linkdex":["77"],"_yoast_indexnow_last_ping":["1677877685"]},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.6 (Yoast SEO v23.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Ads Gets Lost on Local: Learn About Two Reports That Cover Local Competition - TopSpot Internet Marketing<\/title>\n<meta name=\"description\" content=\"In this blog, we define Google Ads&#039; local competitive visits and local competitive search terms reports, discuss the pros and cons, and try to unveil the mystery surrounding them. Here&#039;s a hint: it might have something to do with their effectiveness. Plus, we share how TopSpot tackles competition, pay-per-click, and Google Ads. Here\u2019s another hint: it has to do with user intent.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ads Gets Lost on Local: Learn About Two Reports That Cover Local Competition\" \/>\n<meta property=\"og:description\" content=\"In this blog, we define Google Ads&#039; local competitive visits and local competitive search terms reports, discuss the pros and cons, and try to unveil the mystery surrounding them. Here&#039;s a hint: it might have something to do with their effectiveness. Plus, we share how TopSpot tackles competition, pay-per-click, and Google Ads. Here\u2019s another hint: it has to do with user intent.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/\" \/>\n<meta property=\"og:site_name\" content=\"TopSpot Internet Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/topspotims\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-03T21:08:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-03T21:08:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2023\/03\/shutterstock_621325082.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"669\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stefanie Thompson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@topspotims\" \/>\n<meta name=\"twitter:site\" content=\"@topspotims\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stefanie Thompson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/\"},\"author\":{\"name\":\"Stefanie Thompson\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/6b0a30f1b645793516d389d0a160029b\"},\"headline\":\"Google Ads Gets Lost on Local: Learn About Two Reports That Cover Local Competition\",\"datePublished\":\"2023-03-03T21:08:04+00:00\",\"dateModified\":\"2023-03-03T21:08:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/\"},\"wordCount\":1014,\"publisher\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/shutterstock_621325082.jpg\",\"keywords\":[\"google\",\"ppc\"],\"articleSection\":[\"PPC\/SEM\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/\",\"url\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/\",\"name\":\"Google Ads Gets Lost on Local: Learn About Two Reports That Cover Local Competition - TopSpot Internet Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2023\/03\/google-ads-gets-lost-on-local-learn-about-two-reports-that-cover-local-competition\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.topspotims.com\/blog\/wp-content\/uploads\/2023\/03\/shutterstock_621325082.jpg\",\"datePublished\":\"2023-03-03T21:08:04+00:00\",\"dateModified\":\"2023-03-03T21:08:05+00:00\",\"description\":\"In this blog, we define Google Ads' local competitive visits and local competitive search terms reports, discuss the pros and cons, and try to unveil the mystery surrounding them. 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