PPC campaigns can be a tricky thing to get right, particularly if you’re moving into the field for the first time.
PPC can be a great way of targeting local audiences and placing your ads in front of people with the highest chances of taking up your services or buying your products.
But there are a few specific things to consider when it comes to local PPC management. Take a look at our 5 handy hints to help you get things right.
Our 5 top tips
1 – Identify the Best Areas to Invest In
Put some time in and find the right avenues to explore when it comes to your PPC campaign. Which keywords that are relevant to your business have been performing well in search results? What are people searching for according to Google AdWords and how might you be able to appear higher up in these results? Are you offering niche goods and services, but for one reason or another finding that you’re not attracting much business online?
Try to align keywords that are performing strongly with your PPC term campaigns, and be sure to make regular checks on what people are searching for. That way, you can make your brand more visible in the right places and hopefully boost your customer base.
2 – Keep it Local
You need to be realistic when it comes to your approach to PPC advertising. If you’re operating on a local level, don’t pretend to be a national company. You’ll likely just end up getting swamped in the search results.
If you own a store in just one location, or a café for example, you need to be honest as to who is using your service and where they’re coming from. It’s unlikely people are going to travel across the country to try your sandwiches, no matter how delicious they are.
That’s why using ad groups with local terms is a good idea when it comes to your PPC campaign. That way, people in the local area who are looking for the types of goods or services you offer have the best chance of finding you online.
Also, using location-specific keywords within your PPC campaign helps your audience become immediately more relevant to you. There’s a limit to the benefits of clicks to your site from the other side of the world when you’re running a café for example.
Another handy idea is including content on your site that is of particular relevance to your local audience. Has the local football team being doing well of late? Or is there a news story that is catching people’s attention? If so, there is a chance to gain more traffic and appear in more search results by incorporating relevant terms into your site’s content.
3 – Consider Location Extensions
One thing that is certainly worth considering from a local business perspective as part of a digital marketing strategy is Google’s location extensions.
Location extensions can include information such as the distance between your store and the location from which your potential customer is searching from. Your business’s street address, opening hours, photos, ratings and contact details can also be easily viewed by this potential customer, giving them the details they need to make a decision as to whether or not they use your services.
This is something worth considering as part of your local PPC campaign, as it makes it easier for customers to take advantage of what you are offering.
4 – Be Clever
When it comes to running a local PPC campaign, being vigilant is certainly advisable. Make sure the terms your campaign is targeting are continuing to be relevant and are worth investing in.
Also, be aware that certain terms will be relevant at different times of the year. If you’re a local supermarket for example, you might not want to target ‘Ice Cream’ in the winter months. Similarly, if you’re a card retailer, it’s not advisable to target ‘Christmas Cards’ in March.
Make sure you stay on top of the terms you’re targeting and don’t waste your money on irrelevant search terms.
5 – Bring in Experts
Having a creative and intelligent local PPC campaign is the best way to make the most of your investment. If you’re not confident of achieving this flying solo, using the expertise of a PPC agency like Williams Commerce is a good idea that could see you make quick progress.
If you want to discuss your PPC options, one of the Williams Commerce team will be delighted to hear from you. Get in touch with our team today.