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Discover 6 AdWords tips to rock your campaigns.
When brands first approach local business PPC advertising, they often see rough results. This is because of highly competitive keywords and smaller audiences, which usually result in brands either mistakenly paying whatever the cost is to rank their ad #1, or accepting meager click through rates and low traffic volume with a shrug.
If you’ve read any of the KlientBoost blog before, you know that we’re big advocates of single keyword ad groups (SKAGs) here. This is for a few reasons:
This is why applying the same logic we use in SKAGs to your local PPC campaigns makes so much sense. If you’re trying to narrow your audience while increasing the quality of the traffic that views your ads, using SKAGs is always a winning strategy.
If you’re looking to boost engagement with yours ads on the local scale, ad extensions are a great place to start. We’ve written fairly extensively on this topic before, so you can check out our favorite AdWords extensions here.
For those of you who don’t know, ad extensions are additional “bonuses” you can add to liven up your ordinary AdWords text ads. You can see an example of an ad with a lot — but not all — of the ad extensions below:
And these are just the ad extensions that are most helpful for local PPC alone. Depending on how you use these various tools, you can craft local campaigns that stress the locality and convenience of your offer. On top of that, these ad extensions also tend to boost your CTR and quality score, which everybody’s always looking for.
Let’s take a look at some examples.
Consider you’re running a local business PPC campaign to generate in-store traffic to your stores within a certain city. If you’re a big enough local business, you may have multiple store fronts in the same city.
You can list each of these as location ad extensions all on the same ad. This shows users the different options they have for actual in-store locations and can even click to navigate to them within their search engine or mobile device.
Likewise, if you close a solid percentage of your sales over the phone, you should definitely be using a call ad extensions.
You should also be making sure that local users are seeing the quality of your offer. Or, more importantly, that they’re seeing that other local users say you have a quality offer. This is where review extensions used to come into play.
Lastly, in regards to ad extensions, you may want to consider using dynamic sitelink extensions. Dynamic sitelinks are extensions that Google manages for you that shows different pages from your domain on your ad based upon the user’s search intent.
You can’t talk about local business PPC without addressing mobile optimization. When mobile devices account for more than half of all searches, these are potential leads and customers you can’t afford to ignore.
So how can you optimize your local PPC campaigns for this on-coming horde of mobile users? Well, there are a few ways.
For starters, you should make sure that your landing page assets, and the pages themselves for that matter, are optimized for mobile devices — or at the very least, are part of a responsive, mobile-friendly design strategy.
Mobile page load speed can make or break your conversions. In fact, 40% of mobile users are likely to bounce if a page takes longer than a few seconds to load. On top of that, 60% of mobile users who have a negative mobile experience won’t buy from that brand again.
So you not only need to make sure your mobile landing pages are loading fast, but that they’re also fitted to the proper dimensions, resolution, and placement.
Snapchat geofilters can be a great way to build brand awareness around sponsored events. Or, if you’re business somehow plays off of local markets and engagement, you can constantly run these branded geofilters in tandem with your local PPC ads to start growing your in-store foot traffic.
Instagram also a great brand building platform, but can be leveraged for more direct sales purposes as well. By optimizing your Instagram profile for sales, listing locations, and publishing posts that bolster your local image, you should be able to boost traffic to your actual product pages (where sales happen).
You can get quite granular with your Instagram location targeting as well, so don’t be afraid to dive deep.
With users constantly browsing through different social media news feeds, and mobile search taking up such a high percentage of actual mobile conversions, there’s quite a few fish in the sea for you to target. Thankfully, these social platforms allow you to set the radius of your ads to show to local users only. This way you can easily segment your local campaigns from your broader ones.
You can even use proximity ads that trigger specifically when a mobile user is within your radius. Facebook proximity ads are great for boosting local engagement. They can promote special deals or promotions, such as a happy hour or sale — perfect for local consumers browsing through their news feeds.
Depending on what industry you find yourself in, you may be immersed in an oversaturated local market. For example, there’s far more local searches for “coffee shops” than there are for “vacation homes.”
For these more locally focused search queries, it may be financially unfeasible for you to combat with your strongest competitors. For example, if you’re a local coffee shop running a PPC ad to generate some more in-store traffic, I doubt you have the ad spend to match the likes of Starbucks.
Triggering your ads based on mobile users passing through your radius is one way to go. But, as it turns out, you can also have your ads trigger to display different copy based on other scenarios as well.
What other scenarios could affect local business PPC? Well, how about the weather?
Regardless of how you’re targeting or triggering your local PPC ads, you want to make sure you’re emphasizing how local you are in your ad copy or imagery. If there is certain local jargon or cultural icons that you can leverage in your copy, use it.
For example, locals of San Francisco hate it when you refer to the city as “Frisco.” So, using this abbreviation in your ad copy in hopes of sounding more casual or familiar would be a big no-no.
If you’ve done your research, you’ll know that locals refer to the town center near UCI campus (The UCI Town Center) as the “UTC.” So, if you use this in your ad headline or ad copy, you’re achieving a few things:
The last point is a big takeaway.
Maybe these users don’t know the term “UTC” because they live on the distance fringes of the city, maybe they’re new to the city. Regardless, the point is that they aren’t likely to be interested in your new location. So, it’s great news that they don’t recognize what you’re talking about and won’t click.
This means only qualified searchers are going to be clicking on your ads — which may mean a lower CTR, but will most likely mean a lower CPC as well.
Localizing your imagery is just as important. If I live in sunny California, you’re probably not going to have an ad image of a kid playing in the snow as it would not be relevant to me.
I mentioned at the very beginning of this post how competitive local business PPC can be. So, it’s no surprise that it can be much more expensive than classic PPC as well.
When you’re bidding for more competitive keywords just to keep the same market share, your ad spend is going to increase without seeing actual growth. So, you’ll have to invest even more if you want to boost any specific campaigns.
This is when it’s key that you prioritize your most profitable campaigns. Identify the campaigns that aren’t just generating the most conversions, but those that are generating the most actual sales, and those that have the best CPA.
There are many different options you can choose from when it comes to how you rank your “most profitable” campaigns. But, the point is that you prioritize your ad spend towards your best campaigns and double down where it matters.
If budget conservation is a chief concern for your local business PPC campaign, then remarketing may be the solution for you. By adding geolocation layers to your remarketing audience, you can effectively turn these campaigns into local campaigns.
This way, you’re ads are only being seen by users who’ve previously been to your site and are in the area. In terms of conversion intent, you can say this is a bit of a two-for-one win.
Whether it’s about where to target users, when to target users, in what weather to target users, etc..success in local business PPC comes from timing.
The better you can time your ads and align yourself with your local audience, the more in tune you’ll be with their needs and interests. And local PPC is no exception to the universal rule of search marketing: knowledge is power.
It’s not the local business PPC doesn’t work for smaller brands that can’t seem to see growth. It’s just a matter of knowing when to take your shot — fine tuning your aim — and know what to aim for.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."