If you are not running a huge corporation with target audience all over the world, you should advertise your products locally to increase the productivity. While advertising locally, you have to target a certain area with your advertising. For example, in case you run a sweet shop in Chicago, then you will have to reach people who currently reside over there. People living in France have nothing to do with your sweets. So, you do not need to advertise it to the people in France, who will most likely never buy your sweets.
So, go local and start increasing your productivity effectiveness. As usual, it begins with the right strategy. To succeed, you have to present yourself in front of the right audience, in the right location at the right time and with the right message.
Here are few local PPC tips for you to utilize:
1. Customize
Everything in your ad campaign should be customized to your target audiences and searching segments. You don't need a generic advertisement being served to an exceedingly specific audience of searchers. One of your greatest advantage here is that you know the audience better than any other person, in addition to there are various tools out there to help, including the Google keyword tool.
You will have to make sure that the landing pages you create for your ads are customized to your keyword group and location. A local PPC ad is basically meant to draw the attention of searches.
Your landing page is where you engage people, get connected with them and hopefully convert them to buyers. Your landing page must be loaded with rich and helpful content. You should utilize content like the advertisement once the searcher gets to the page.
2. Targeting Long-Tailed Keywords
In a local PPC campaign, long-tailed keywords are crucial for attracting customers. You need to ensure that you select the correct keywords to enable individuals to find you, and which are what your target market is looking for. In picking local long-tailed keyword phrases, you must ensure that your ad is served to potential customers who are near you.
Moreover, long-tailed keywords help in refining a lot of “researchers” and are highly converting. They also decrease your audience size, but the leftover audience has more targeted searchers who will be much more likely to convert.
3. Negative Keywords
In case you are not considered negative keywords, you must be leaving something on the table. Negative keywords should be considered in local PPC campaigns. Generally, people consider only those keyword that people are searching for but, there are some cases when these keywords can include related words that are not related to your campaign.
To understand, let’s take an example. Let's consider your restaurant serves seafood, but do not offer shrimp. However, shrimp is highly related to seafood. As a result, you might get searchers who are looking for shrimp when you don’t even offer it. So, by adding it to the negative keyword list, you refine your target audience by excluding people you do not want to reach. This will definitely save you a few bucks.
4. Geo-targeting
Geo-targeting is another awesome technique that can help you while doing local PPC. It will help you in targeting location-specific audience. For example, in case your services are particularly in the Chicago area, then you can set your ad to show to people in that geographical area. If you want to target the complete state of Illinois, you can target the state individually.
5. Location Extensions
Advertisement extensions are imperative in the PPC world and, with regards to local PPC advertising, one of the best ones you can utilize is a location extension. This is an extra piece of your advertisement where you can list your address, contact number, working hours, and some other extra data you need. When you have the location extension in your ad turned on, the advertisement will be presented with a map in the results, so your clients can see precisely where you are located.
One thing that you need to make sure of while managing location extensions is to have your Google My Business account set up. In case you have different areas, you certainly need to ensure all the data is right for each one.
6. Call Extensions
Call extension lets you display your contact number in the advertisement. This function can give you direct leads. When searchers are utilizing their cell phones, having your contact number in the advertisement makes it less demanding for them to directly call you. Likewise, by utilizing the call, extension, a "Call Directly" button will be populated.
The most important thing for every successful local PPC campaign is how you plan, implement, test, analyze and optimize it. All this ensures you have highly optimized paid search campaign that will definitely help you in increasing your productivity.
