When you run a business, pay-per-click (“PPC” advertising) is one of the marketing tools at your disposal. It’s a cost-effective, flexible, and powerful way to target your audience and can even work at drawing people to offline retail stores and offices. The trouble is, many would-be marketers aren’t making the most of such a versatile advertising platform.
As a result, people that start PPC advertising campaigns often waste their time and money on things like irrelevant keywords, poor geographic targeting, and even low-quality landing pages! What’s worse is that some advertisers don’t maximize their local marketing potential in their PPC campaigns.
Even if an advertiser doesn’t have a retail store that consumers can visit, it still pays to attract local customers to their business. Many companies, sole traders, and other organizations make the terrible mistake of only reaching to a nationwide audience. Yet, they have a lucrative target market virtually on their doorstep!
With those facts and points in mind, if you’re worried that you aren’t utilizing the full potential of local PPC marketing, the following 11 strategies will give you some inspiration and alert you to possible mistakes that you could be making. Here is what you need to know and do:
- Find out what it is that sells the most
It doesn’t matter whether you run a company selling products and services, or just a website offering e-book downloads to your visitors. One of the best ways to keep your PPC budget tight is to stick with only promoting the items that are best-sellers.
Sure, you might have ideas for marketing products and services that are perhaps not a hit among your customers. But, you are likely to get a high return on your investment if you stick with the things that you know sell like hotcakes!
It’s a strategy that is particularly worth considering if you run a retail store and wish to attract new patrons to it. Combined with an in-store promotion, your PPC campaign could prove to be a lucrative marketing exercise!
- Take advantage of weather and seasonal-related advertising
Let’s say that you run a business that offers roofing installations and repairs to residential and commercial customers. If you already run a PPC campaign for your company’s website, you may get a trickle of new visitors and inquiries. But, what are you doing when there are adverse weather conditions outdoors, such as storms?
Did you know that you could exponentially increase the number of visitors to your site or calls to your business during severe weather? We are all aware that storms can cause a lot of damage to properties.
You could use that to your advantage by stepping up your PPC campaigns during those times. One way to do so is by mentioning the name of the storm in your ads for maximum exposure.
Another way to boost the effectiveness of your local PPC advertising efforts is by creating targeted ads during seasons like Easter, Christmas, or other holidays.
If you sell plants and flowers, for example, you could advertise products for sale ready for planting before the next season. They are just two of many ways how you can take advantage of what’s happening outdoors!
- Optimize your campaigns for mobile devices
Many statistical websites and even Google themselves admit that mobile device users are searching for stuff more than those with desktop and laptop computers. As you can appreciate, it would be unwise to ignore such an important fact when you’re running a local PPC advertising campaign.
With that in mind, you should take some time to review your pay-per-click strategies and check that your ads look great on smartphone and tablet screens. There are many ways to target mobile users more effectively with your PPC campaigns. One example is to create two separate ad groups; one for desktop ads, and the other for mobile.
Doing so will help you to create ads tailored to those devices, and you can use some of the other strategies in this article to boost your mobile advertisements.
- Ask an expert to manage your campaigns for you
You might think that it’s a waste of money paying someone else to manage your PPC ads. You may even believe that you’re admitting defeat if you “give up” and have another person control your ads. The thing is, asking an expert to manage your campaigns for you could be the best decision you’ve ever made!
One fact about PPC advertising that everyone will realize sooner or later is that it’s quite easy to get things wrong and waste money as a result. Google AdWords, for example, has a powerful and sophisticated advertising console, yet it can also be very complicated at times for the novice user!
If you aren’t an accomplished PPC advertising professional or you don’t have such a background, it’s highly likely that you will have the time to learn all there is to know about the subject. Nor will you be able to reach the stage where you can receive industry qualifications, including Google’s own AdWords certifications.
Yes, having a PPC marketing company manage your campaigns will cost you money. But, as a business leader, you should consider this as an investment into your firm’s future. That’s because you will attain a higher success rate with your campaigns, and the revenue you generate will cover your advertising costs and provide a lucrative source of income for your company!
- Local relevance is lucrative
Have you ever thought about creating ad groups and copy for each major town or city that your company services? If not, it’s something that you should consider doing as a matter of urgency! When you’re trying to target local markets, relevance to them is of vital importance.
As an example, go onto Google and search for a plumber or auto repair workshop. Have you noticed how local results show up first, and the AdWords ads displayed on there often mention a town or city name in the copy?
Anyone that knows about SEO will tell you that relevance is at the heart of everything at Google. Sites rank higher in its SERPs (search engine results pages) because they provide relevant and quality content to users. And ads that target specific areas are more relevant to local searches than ones half-way across the country.
While it will take you some time to create new ad groups for each major town and city, you will soon reap the fruits of your labor with a higher CTR (click-through rate) and more inquiries.
- Take advantage of Google AdWords Location Extensions
In case you weren’t aware, location extensions helps people find your business or organization by showing your ads with a map. Plus, users will also see your address and even the distance to your location!
Ad viewers can click or tap your ad extensions to get to your location page, the details of which you set up in GMB (Google My Business). Location extensions are brilliant for helping to target customers in your town or region, and you can even have them contact you by phone thanks to the additions of a phone number or call button in your ads.
Location extensions are a proven way to draw people to local businesses, especially those with retail storefronts. Imagine you run a hairdressing salon, and someone near you searches for stylists or barbers in Google from their mobile phone. Location extensions can tell that user who you are, where you’re based and how far away they are from you!
- Make a note of the keywords mentioned on the phone by customers
When you get inquiries by telephone, you might ask the caller how they have heard of your brand during your conversation with them. But, what you may not have thought about doing is making a note of the keywords they use.
How is that important, you might be wondering? Well, if your sales leads often mention specific words to describe your products or services, they should be the ones you use in your local PPC campaigns.
As referred to in point five of this article, local relevance can be lucrative – but it’s also crucial for successful PPC campaigns. If people in your area have a local dialect, the chances are high that they’ll use some informal words to associate with products and services. Google’s Keyword Planner tool can help you determine which of those words the locals mention are searched for the most.
Imagine being at the top spot with your ads? It could all be down to something as simple as using local phrases in your ad copy – something your competitors may never have thought about researching!
- Use videos in your local PPC campaigns
Are you making use of video as part of your local PPC management? If not, why aren’t you doing so? YouTube offers a free platform for advertisers to upload video content that can easily get shared on other websites and social media.
Video is arguably the latest frontier in pay-per-click marketing these days, and it’s proven to be an effective way of attracting a target audience. So, just how could video work for your PPC campaigns?
Well, going back to YouTube, have you ever noticed how some videos get preceded by short ads for brands, products or services? Because the video sharing site is part of the wider Google family, it’s easy to target viewers based on specific demographics.
What that means for you is you can tailor your ad campaigns to include video ads that show up before relevant content on YouTube. Video ads don’t just get shown on YouTube’s website if you use a desktop; they also get displayed on mobile devices and even smart TVs!
Another way of using video in your local PPC advertising campaigns is by embedding one on your landing pages. Doing so can be helpful if you’re trying to promote a physical product and want to demonstrate to viewers how they can use it.
- Use Google AdWords Call Extensions to generate telephone sales leads
You can be forgiven for thinking that Google’s AdWords platform is only useful for driving traffic to a website. These days, more online marketers are discovering the power that AdWords can offer to generate potential telephone sales leads!
Nowadays, you can easily add your firm’s contact number in your ads using the AdWords call extensions. Back in point three of this article, you will have noted that mobile searching has overtaken desktop. Using that fact, you can create a “Call” button on your ads so that mobile users can get put through to your company immediately.
It’s convenient for mobile searchers because they don’t have to memorize your telephone number. Of course, it also makes sense to write down your number in the ad copy just in case they have a pen and paper handy (or they copy and paste the number from your ad).
- Create geo-specific landing pages
Are you making the mistake of sending all those people that have clicked or tapped your ads to just one landing page? If so, you need to devote some time to creating geo-specific landing pages!
You already know that each ad’s landing page is vital in getting visitors to convert on your site. But, are you being too generic when you target them? It’s not as long-winded as you might think to create local landing pages.
Let’s assume that there are seven major towns and one city (including yours) around your location. It pays to curate some local landing pages specific to those towns and cities. Plus, it gives you an extra way to measure the performance of your campaigns.
- Use heat maps on your landing pages
One final strategy to use for your local PPC advertising campaigns is to install heat map tracking on your landing pages. Analytics software can tell you about your visitors and what they do, but they seldom mention how they interact with objects on your landing page.
Using heat map tracking, you can see where people click or tap the most on your landing page. It’s a good way to determine whether there are any issues with your call-to-action or text copy, for example.
If you need help managing your PPC campaign, our team can put the right ingredients in place to help maximize your search visibility. Let’s put a plan together for you!