Are there special considerations for targeting ads to local businesses versus online services?

Yes, there are special considerations for targeting ads to local businesses versus online services. Here are some key differences to keep in mind:

1. User Intent: Users searching for local businesses typically have a different intent than users searching for online services. Local business searches are often focused on finding a specific location or service nearby, while online service searches are often focused on finding information or completing a task online.
2. Ad Format: The ad format you use for local businesses may be different than the ad format you use for online services. For local businesses, you may want to use location extensions, call extensions, or map ads to provide users with location-specific information and make it easy for them to contact or visit your business. For online services, you may want to use product ads, app install ads, or dynamic search ads to showcase your offerings and encourage users to take a specific action online.
3. Keyword Selection: The keywords you use for local businesses may be different than the keywords you use for online services. For local businesses, you may want to use location-specific keywords, such as "coffee shop in Seattle" or "plumber near me," to target users who are searching for businesses in a specific location. For online services, you may want to use more general keywords, such as "online accounting software" or "virtual event planning," to target users who are searching for services online.
4. Ad Copy: The ad copy you use for local businesses may be different than the ad copy you use for online services. For local businesses, you may want to use ad copy that highlights your location, hours, and services, and encourages users to visit or contact your business. For online services, you may want to use ad copy that highlights your features, benefits, and pricing, and encourages users to sign up or make a purchase online.
5. Targeting Options: The targeting options you use for local businesses may be different than the targeting options you use for online services. For local businesses, you may want to use location targeting, device targeting, or audience targeting to reach users who are most likely to be interested in your business. For online services, you may want to use interest targeting, remarketing, or demographic targeting to reach users who are most likely to be interested in your services.

By keeping these differences in mind, you can tailor your ad targeting, format, and copy to the specific needs and preferences of local businesses versus online services, and improve the overall performance of your ads.