For small businesses, pay-per-click is a great channel of creating awareness about the business but the truth is, the world is a big place. It’s best to start by biting small pieces first before going for the big pieces. Local PPC is the best strategy for a small business looking to get the word out about their products and services finally being able to capture the right audience in the right location.
Below are local ppc tips you need to know about.
Locate the right home for your PPC campaigns
According to experts, locating the right home for your PPC campaigns is much easier than most small businesses realize. Majority of small businesses have run their campaigns on Google Adwords or BingAds but the question is, have you been doing it the right way in order to appeal to the local audience?
In order to attract the local audience, you need to start by breaking out the ad groups by emphasizing on local audience. Once you have identified the right ad group, you need to utilize the audience tool. Each platform has been designed to allow you select a specific country, state, city, town, street names and zip codes.
When creating a PPC campaign, it is important to upload vital information like web url, phone number, store location and street name. This will help you to find a home for your PPC campaign.
Keep an eye on the short tail keywords
Keywords have become very vital in this age of search engines and information lookup. As a small business, it is important to keep an eye on the short tail keywords. Take this scenario as an example, you are a plumbing expert with a business in Calgary which means your keyword could be plumber Calgary. While this is correct, it will not work in your best interest.
The reason for this is that there are national chains and suppliers therefore you will be bidding against them and it will be costly for your small business. To avoid getting your small business into extra expenses, you need to move the keywords to a separate campaign. This will keep it away from other more targeted better performing keywords. To ensure the success of your local PPC campaign, it is best to keep a close eye on the short tail keywords.
Take advantage of ad extensions
To ensure the success of a local PPC campaign, ad extensions have been added and the three that stand out include call, location and call out.
When it comes to call extensions, advertisers allow small businesses to include phone numbers in their ads as well as scheduling phone number appearance which are based on business hours. Location extensions are provided along with the phone number and the map marker.
This provides your customers with information to locate where your business or office is. Call out extensions are similar to sitelinks but with them, you can highlight something relevant in your area like “ xyz business has serviced the community since 1999.”
Focus on the landing page
In order to attract local customers, you need to set up a landing page that is focused on the geographical location they hail from. Apart from that, you need to make the landing page responsive so that it is easily accessible via smart devices, desktops and laptops.