Organizations making use of Google Local Services Ads (LSAs) will be happy to know that the search engine giant is getting ready to roll out a new feature that will introduce automated lead disputes. The feature is set to go live in July 2024. It is expected to save time and make for a fairer distribution of the credits Google gives for bad leads.
Whether your organization utilizes LSAs exclusively or pairs them with traditional PPC services, you will soon find it easier to deal with poor-quality leads. Google’s automated dispute feature will eliminate the need for manual disputes. How will Google do it? With machine learning models that will automatically review all leads to determine quality.
More About LSAs
Google launched LSAs back in 2017 to make it easier for companies interested in targeting a local audience to get direct leads rather than relying on PPC traffic to generate potential leads. The program was far from perfect seven years ago. However, it has matured considerably since then. Adding an automated dispute feature is just the latest step in its maturation.
The LSA program is a different take on the traditional PPC approach to online advertising. The biggest difference between the two is the payment model. Users of traditional PPC services know that they pay every time someone clicks on an ad. Even if a click does not actually convert, it is paid for anyway.
LSAs are designed to generate leads rather than clicks. Advertisers pay when a lead contacts them through the published ad. This model is seen as a better alternative for some types of local businesses that rely more on making actual contact than waiting for customers to click a link. But it has one serious downfall: not all leads are qualified leads.
Qualified Leads Are Quality Leads
A qualified lead represents a person or organization already likely to purchase a product or service when making contact. For example, a qualified lead in the legal industry has already made the decision to hire legal services. It is just a matter of choosing the right attorney. Qualified leads are what organizations are looking for when they spend money on LSAs.
They want qualified leads because those leads are quality leads. They are not interested in tire kickers. Unfortunately, LSAs produce their fair share of tire kickers, albeit not as many as traditional PPC services.
Google aims to reduce both the tire kickers and the money advertisers lose on them by rolling out the latest iteration of their LSA program. What does it mean to the advertisers? The experts at Webtek Digital Marketing say that automated lead disputes will save companies time by eliminating the need for manual disputes. More even distribution of credit should also level the playing field somewhat.
Webtek recommends continuing to combine LSAs with traditional PPC services if a company has done so all along. When there is only enough money in the budget for one, it is important to look at the pros and cons of each.
LSAs Are Not Right for Every Organization
Webtek likes to say that PPC services are not right for every company. Guess what? Neither are LSAs. In fact, Google designates that LSAs are only for certain types of businesses in certain industries. Most organizations looking for online advertising at the local level will do just fine with PPC.
If your organization is using LSAs, rest assured the lead dispute process is about to get a lot easier. Beginning in July 2024, Google’s machine learning and AI-driven dispute tool will manage everything automatically. How’s that for taking a load off your back?
