5 Jun, 2020

5 Simple Ways to Give Your Local PPC Ads a Huge Boost

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Pay-per-click or PPC advertising offers an excellent way to expand your reach and attract more traffic for your website. Research showed that  paid search made it easier for 75% of people to find the things they are looking for online. Also, 33% of people click on PPC ads because they answer their questions. 

However, it is no secret that PPC advertising can be very competitive at times. Therefore, to rise above the competition, you should be creative and resourceful.

Enter local PPC. Instead of targeting prospects all over the country, this strategy allows you to pursue customers within a specific area or region. With local paid advertising, you can make your ads more useful and relevant. What’s more, it allows you to obtain better results without having to slog through the intense competition.

Step Up Your Local PPC Campaign with These Strategies

Whether you’re a first-timer or an experienced local PPC advertiser, here are some pointers to help you take your game to the next level. 

1. Add a local flavour to your PPC ads

Write ads in a way that shows you’re a local expert in your niche or industry. To give you an idea, let’s take a look at these two examples:

  1. Pest Control Northampton | Safe & Fast
  2. Pest Control & Removal | We Kill Bed Bugs

While the first ad title may appear more generic than the second one, it clearly shows that it is for people in Northampton. Adding the name of the location illustrates that the ad has clear local intent. By including “local” knowledge in your ad, you can transform a prospect into a customer.

Apart from including the name of the location, you can also try using:

  • Names of local landmarks or streets
  • Local terms and catchphrases
  • Seasonal community events

2. Adjust your landing pages

Because the landing page is where conversions happen, you should optimise your landing page for local audiences. This way, you can significantly improve your conversion rates. Consider including the following elements to improve your landing page’s performance:

  • Local awards
  • Images showing your business or local customers
  • Text that showcases your knowledge of the area/region
  • Local contact details (if your business serves multiple locations)

You may also use a localised domain name for your landing page. However, this can be challenging if you’re targeting prospects in multiple locations since testing and tracking more than one landing page can be time-consuming.

Finally, ensure that your landing page can easily convert leads into customers. For instance, if you require visitors to fill out a form, place the online form above the fold. This way, your prospects won’t have to scroll down the page for them to take your desired conversion action. 

3. Choose your competitors wisely

Carefully consider the competitors you will focus on if you are in an industry with fierce competition. If you go after everyone, you might deplete your budget quickly. On the other hand, if you exclude all your competitors, you might miss out on search results that could benefit your business.

When choosing a competitor to monitor in your auction insights or include in your competitor campaign, ask yourself the following questions:

  • Are they targeting the same customers?
  • Do they have the same budget as yours?
  • Do they provide excellent service?
  • Are they often searched online?
  • Does their brand name contain words that can be considered general keywords?

Based on the answers you’ll get, select five to seven competitors you think will provide you with equal threat and opportunity. Then, create an ad group for each competitor in your local PPC campaign. This will allow you to keep a close an eye on the competition and help create tailored messaging to show why you’re better than them. By carefully choosing your competitors, you can avoid going over your budget and, at the same time, ensure that you’ll get a good return on investment. 

4. Always consider your budget

Ensure that your budget can support your campaign. If you don’t want to run out of funds, you should only run campaigns for products or services that will give you positive ROI.

Having a 2% to 10% conversion rate is already considered an achievement when running PPC ads. If your campaign is operating at less than 30% impression share, you’re wasting your money because you’re not getting sufficient potential impressions. Always remember that you need enough impressions to obtain a good number of clicks and conversions. However, keep in mind that there are certain exceptions to this rule, so if you’re inexperienced with PPC, it’s best to consult the experts, like us here at Springhill Marketing. 

5. Create a Google My Business account

Consider setting up a Google My Business account. Technically, this isn’t a PPC strategy per se. However, this is something you should do as it can make advertising to local consumers much easier for you. With a My Business account, managing local listings can be a breeze. It allows you to: 

  • Track and respond to customer reviews
  • Share promotions
  • Get access to ad placements on Google

 

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However, keep in mind that you’ll need a physical address to open a My Business account. Unfortunately, Google doesn’t allow PO boxes. You can use your home or main office address to comply with the search giant’s rules. 

Conclusion

If competing with national brands and businesses is too much for you, going local is an effective way to reach out to your target audience. However, similar to conventional PPC, local paid search requires patience, dedication, and utilising the best practices. As such, make sure to follow the tips discussed above to get the results you want.

Do you need help with PPC adverts? We’re happy to assist you. Contact us at Springhill Marketing today and let’s discuss the solutions you need.

Drive Your Business Towards The Best Results.

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