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5 Tips on how you can use Local PPC to your advantage

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Cyean Blog   •   May 9, 2017

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Many small business will stay away from the Local pay-per-click (PPC) because they assume that it will restrict them to a certain geographical location, and will prevent them from reaching beyond that. In theory, this is so true, and can also be a great idea. But stepping back for a second you realize that, you can’t beat a national retailer by the sheer volume of resources they have for taking their advertising on a national level.

But where you can excel over them is in local marketing.

This strategy with the combination of a proper mobile oriented approach, will make your business rise above the national retailers.

1. Customizing your ads.

The biggest advantage you have is to customize your ads in a way they serve specific audience segments. You do not want a generic ad being served to a highly specific audiences of searchers.

The biggest advantage you can have here is knowing your audience and local events better than anyone else, this being aided by the Google keyword tool, will help you go more than just generic ads being done. Segment your ads based on the location and search they are making: That will resonate with their search query better. In short, if someone searches for “Bridal boutique in Charleston,” you want ads matching that phrase.

You also want to make sure that the landing pages that are being pointed to by ads are also customized to the keywords and location you are using in your ad. In short, your ad is meant to attract the attention of a searcher; your landing page is where you engage, and hopefully convert, and is a landing page with similar content. People don’t want to have to search through your website to find what you were talking about in your ad.

This can be even done when you have multiple locations for your business and you want people to go to the needed landing page to get the information they are searching for. Not only do people not want to search through your website for relevant information — they won’t.

2. Targeting Long Tailed Keywords in your ads.

Long tailed keywords are what people search for when they make a query. Knowing your audience and understanding what they need can help you go a long way while creating a long-tail keyword.

Make sure that you select the right keywords to help people find you, and which are what your targeted market is searching for. Eg, Bridal boutique in (locality/suburb). These local long tailed keyword phrases are higher converting, will filter out a lot of “researchers,” and decrease your audience size, but you should be left with more targeted searchers who will be much more likely to convert.

3. Negative Keywords to be used.

Negative keywords are very helpful in filtering out unwanted ad requests. Normally, you want to select keywords that searchers are looking for, but there are instances where those keywords can include related keywords that are not related to your campaign.

Let’s assume your Bridal boutique caters only to brides, and doesn’t cater to prom wear. However, prom is related keyword to bridal; so, you might get people coming looking for prom wear which you don’t have it. By adding prom wear as a negative keyword, you exclude people you don’t want to reach, and this helps you to not waste any of your ad spend.

4. Location Extensions.

Ad extensions have expanded the reach of PPC, and the Location extensions used for local PPC ads, are the best. This is an additional part of your ad where you can list your address, phone number, hours, and any other additional information you want. When you have the location extension in your ad turned on, the ad will be served with a map in the results, so that your customers can see exactly where you are located.

One thing you want to have before setting up the location extension is to have a Google My Business account set up and accurate. Since most of the searches are happening in mobile devices, and if you have properly setup the location extension then you are eligible for the “nearby business” mobile ad format. This can get people on the go to find your business and reach you.

5. Call Extensions.

You also can enable call extensions, which will show your phone number within the ad. Again, when searchers are using their mobile devices, having your phone number in the ad makes it easier for them to call you. Also, by having the call extension employed, a “Call Directly” button will be populated.

In certain countries, you have the option to either use your own phone number, or use a Google Forwarding number. By using a Google Forwarding number, you have more insights into the performance of the extension. It also gives you the ability to count phone calls as conversions.

Reach your Local customers

PPC local ads can get you an exposure to more relevant customers who have a direct and immediate need for your product or services. Tapping into this segment can get you higher and better results, both from a search engine perspective and more importantly from a local exposure.

Segmenting your business and catering to different audience in the way they understand can get you long term benefits and can make sure you stay relevant in your business niche in your locality.

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