Local PPC is a powerful tool for small and local businesses looking to attract customers and increase their online presence.
Think of the last time you were looking for a nearby restaurant or service…
Did you pull out your phone and search for it on Google? Chances are, you did. And that’s exactly why local PPC is so important.
Local PPC advertising allows businesses to bid on specific keywords and appear in search results for those keywords. This means your business could be one of the first options people see when searching for your product or service in your area.
And it’s a great way to increase walk-ins and calls for your business.
In this blog, we’ll break down local PPC ads so you can create a local PPC strategy for your business!
Understanding Local Search Intent: What Makes Customers Tick?
To get started with local PPC, it’s important to understand what PPC means.
PPC stands for pay-per-click, which means that advertisers only pay when someone clicks on their ad. This is different from traditional advertising methods, where businesses pay a flat fee regardless of the ad’s performance.
Understanding Local PPC
Local PPC ads operate by bidding on keywords related to your business or industry. For example, if you own a bakery in New York City, you may bid on keywords such as “New York bakery” or “bakery near me.”
Once your ad is live, it will appear at the top of search results for those specific keywords when someone searches for them.
This means… that when someone’s in a pinch and needs a nearby bakery, they’re likely to see your ad first.
Why Local PPC Matters for Small Businesses
Ultimately, local PPC advertising helps businesses reach potential customers easily—especially with more people turning to Google for local searches.
Not to mention, local PPC ads appear above organic search results. This means you stand out from your competitors who are performing well organically.
That’s more potential calls, walk-ins, and sales for your business.
Crafting Compelling Local PPC Campaigns for Success
So, how do you create a successful local PPC campaign?
Here’s the exact process we use to drive results for our local business clients:
Location Targeting and Geofencing
Precise location targeting is a critical factor in ensuring your local PPC ads reach the right audience. This not only maximizes the relevance of your ads but reduces the possibility of wasted ad spend.
One way to achieve this is with geofencing, a tool that defines a specific geographic radius around your business.
With geofencing, you can target users within this boundary, delivering ads to those most likely to engage with your business. You can also use geofencing to exclude areas where your business is not located or where it does not serve.
This helps to further optimize your ad spend and increase the chances of conversion.
Extension Advantage: Highlighting Your Local Business Highlights
Local PPC ad extensions can also amplify the effectiveness of your local campaigns, specifically via location and call extensions.
Location extensions allow you to display your business address and phone number directly within the ad. This adds credibility by showing customers that your business has a physical presence and makes it easier to locate you.
Meanwhile, call extensions enable customers to contact your business directly from the ad with just a single tap or click. This feature encourages immediate action from users who may prefer to ask questions or make inquiries in real-time.
Together, these tools bridge the gap between your online presence and in-person interactions.
Mobile Optimization
With the majority of local searches now conducted on mobile devices, your local PPC ads must be optimized for mobile.
(Don’t forget about your other campaign assets!!)
This means using mobile-friendly ad formats and considering the user experience on smaller screens.
Doing so will not only improve your ad’s visibility on mobile devices, but it will make it easier for customers to engage.
Driving Conversions: Turning Clicks into Customers
Of course, local PPC is more than just launching an ad campaign. There are many PPC tactics that can help drive conversions and turn clicks into customers.
Here are our top tips that we use as a local PPC agency:
Call to Action (CTA) Optimization:
The CTA or “Call to Action” is a crucial element of any PPC ad. It is the specific action you want your potential customers to take, such as “Call Now,” “Sign Up,” or “Learn More.”
Ensure that your CTA is clear, concise, and relevant to the ad copy. This will entice users to take action and increase the chances of conversion.
Landing Page Relevance:
When it comes to advertising, a clear customer journey is the most effective way to convert clicks into customers. Your landing page should be relevant to the ad copy and include everything your prospect needs to take action.
Using “click-bait” or irrelevant keywords in your ad will only lead to disappointed and uninterested users on your landing page. Plus, you’ll be wasting your ad spend because of it.
Positive Review Power:
Here’s a universal truth: your prospects will trust your customers before you. That’s why including positive reviews in your ads and landing page can be so powerful.
If you have happy customers, use their words as social proof to persuade potential customers to take action. If you don’t have any reviews yet, consider offering a free trial or sample in exchange for honest feedback.
Using Local PPC for Event Promotion:
Planning an upcoming event? Local PPC can be an effective way to drive attendance.
Start by crafting ad campaigns that are tailored to your event. Use engaging and impactful headlines that highlight the event’s unique features, such as date, location, and what makes it special.
Next, pair your ads with a dedicated landing page that provides detailed event information, and you’re ready to launch.
PPC tracking tools like Google Analytics can help you measure your campaign’s success and make adjustments for future events.
Retargeting Local Customers:
Have you ever seen an ad for a business you’ve previously interacted with online? That’s not a coincidence.
Retargeting is a marketing strategy that shows ads to people who have already interacted with your business.
And local PPC is exactly how they do it.
By using local PPC ads, you can target your local customers who have already shown interest in your business.
This increases the chances of them clicking on your ad and converting into a paying customer.
Plus, it’s a great reminder for them to come back and support your business again.
Conclusion
Local PPC is a powerful tool for businesses looking to target and attract local customers.
Not to mention, you only pay when someone clicks on your ad, making it a cost-effective option.
If you need support with local PPC management or local PPC services, our team of experts can help.
We have local PPC experts ready to help drive traffic and sales to your business.
