What is local PPC? Is it new or some old strategy revived? You must have millions of questions regarding Local PPC, and that’s why we are here to resolve the plight. This article will tell you from start to end how Local PPC can help you reach your business goals.
Saddle up! It’s time for some digging.
Before diving into the big stuff, let’s just understand what Local PPC is and how it differs from PPC.
Jump to the good stuff:
Local PPC Ads: Where They Appear and How Much They Cost
Why Local PPC Is the Quick Solution for Your Business
Ranking High on Search Engines with Local PPC
Why Local PPC Offers Quick Results
The Power of Local PPC for Boosting Conversions
Gather Insights with Local PPC Reporting and Analytics
Developing a Successful Local PPC Strategy
What are some tips for running successful local search ads?
Leveraging Google Local Services Ads for Service-Based Businesses
Advantages of Running Google Local Services Ads
Google Local Services Ads: How to Run these ads
Choosing a local PPC agency to work with
Finding the Right Local PPC Agency for Your Business
About Local PPC
Local PPC, also known as Pay-Per-Click, is an online advertising method that enables businesses to reach potential customers in a specific geographic location. This means businesses can display ads to people searching for products or services in a particular city or region.
Local PPC vs. PPC
The main difference between PPC and Local PPC is the targeting. PPC ads can be displayed to users worldwide, while Local PPC is designed to reach customers in a specific area. This makes it a great option for businesses that operate in a particular location, such as local service providers, brick-and-mortar stores, or regional brands.
Local PPC is an effective advertising method for small and medium-sized businesses looking to drive targeted website traffic and boost their visibility in local search results.
By targeting specific locations, businesses can ensure that their ads reach people most likely interested in their products or services, thus driving more website traffic.
It’s not uncommon to encounter multiple terms used to describe PPC, as there are various names for this digital marketing strategy.
But for all those who don’t know, if you come across any of these terms or jargon, know that it’s Pay-per-click.
Multiple terms, including search engine marketing, SEM, search advertising, paid search marketing, and PPC advertising, etc.
While there may be variations in the terminology used, they all ultimately refer to the same thing, i.e., PPC advertising.
Local PPC Ads: Where They Appear and How Much They Cost
These ads pop up front and center on search results pages, no matter your device. Keep an eye out for the “ad” label, and you’ll spot them easily, often at the top of those organic search results.
But that’s not all.
Local PPC ads can also appear on Google Maps and in the coveted Map pack!
Wondering how much this will set you back?
Local PPC costs are based on the number of clicks your ad receives. The CPC (cost per click) can vary depending on your industry, chosen keywords, location, and how much competition you’re up against.
Keep in mind that CPC can shift throughout your campaign. Now that we have started with the basics, let’s explore what Local PPC has stored for us.
Why is it important?
Importance of Local PPC
Although local PPC requires a budget and knowledge of executing campaigns, it is a highly effective marketing strategy for attracting new customers and growing businesses.
Here are some reasons why local PPC is a must-have for any local marketing strategy:
Get Found by New Customers
With local PPC, businesses can target customers actively searching for their products or services. This is a powerful way to connect with potential customers and generate leads.
Target Specific Locations
Local PPC allows businesses to target specific geographic areas. This means a business can create ads tailored to customers in specific neighborhoods, cities, or regions.
Maximize Return on Investment
Local PPC is a cost-effective advertising method because businesses only pay when someone clicks on their ad. This means businesses can maximize their return on investment (ROI) by only paying for the clicks that generate leads and sales.
Compete with Larger Businesses
Local PPC allows small businesses to compete with larger businesses by appearing prominently in search results. This is a level playing field where smaller businesses can get the same exposure as larger businesses.
Why Local PPC Is the Quick Solution for Your Business
Are you torn between investing in online advertising or improving your website’s SEO for free?
You’re not the only one. While SEO is undoubtedly important for your business, it takes time to see results, up to six months in some cases and requires a significant effort to produce quality content.
On the other hand, local PPC campaigns can deliver immediate results, with your business name appearing on the first page of search results.
So, why wait?
Consider implementing a local PPC campaign and start witnessing the results right away!
Ranking High on Search Engines with Local PPC
Every other business tries to secure the top spot in local organic search results. The sheer volume of online content and competition is no easy feat.
But you got local search advertising to help!
This powerful tool allows your business to reach precisely targeted customers without breaking a sweat.
Why Local PPC Offers Quick Results
Local PPC campaigns are built around quick results that can help your business rank high on search engines. With local SEM, you can see immediate results by paying to appear in search engines and having people click on your website pages. This way, you can get online visibility and attract organic clicks from potential customers.
The Benefits of Local PPC
Local PPC campaigns offer several benefits for businesses, such as:
- Targeting specific audiences based on location, interests, and behaviors.
- Reaching customers who are actively searching for your products or services.
- Building brand awareness and increasing online visibility.
- Maximizing ROI by paying only for clicks that generate leads and sales.
The Power of Local PPC for Boosting Conversions
With local PPC ads, you can hone in on potential customers more inclined to purchase your product or service. You can select a particular geographic location and search terms to target, guaranteeing that your desired audience sees your ad.
This approach ensures that those who engage with your ad are not just aimlessly browsing the internet but also individuals actively seeking out your specific offering within their local area.
Gather Insights with Local PPC Reporting and Analytics
Local PPC services, such as those offered by Google, Yahoo, and Bing, provide valuable data on each click, including the user’s location, time spent on your site, visited pages, and device used. By analyzing this data, you can turn those clicks into leads and increase your sales.
With real-time tracking and specific metrics, local search advertising helps you measure the ROI of your marketing efforts and generate more leads over time.
Ready to Get Started with Local SEM?
Now that you know the benefits of local PPC, it’s time to dive into the practical side. In the following sections, we’ll guide you through creating an effective local SEM strategy, from keyword research to ad creation and optimization.
Are you ready for the big stuff (drum roll)?
Here we go……
Developing a Successful Local PPC Strategy
Local PPC is a powerful marketing strategy requiring planning, expertise, and a budget. A successful local PPC strategy requires a deep understanding of your business goals, target audience, and the local market. To achieve success, it’s important to have a strong grasp of keyword research, ad copywriting, and landing page optimization. Ongoing monitoring and optimization are also essential for maximizing your ROI.
Here’s how to create a successful local PPC strategy.
Establish Your Local PPC Objective
To start your local marketing plan, you need to define your objective for the campaign. Your goal will shape your strategy, including your keywords, budget, and ad copy. You have several options for your local SEM goals, including generating leads, increasing sales, driving phone calls, and driving in-person visits.
Define Your Local PPC Budget
Since local PPC is a pay-per-click model, setting a monthly budget based on your industry, location, and advertising goals is necessary. Your budget will determine how much you can spend on monthly PPC ads, and your spending may fluctuate daily. You can calculate your budget based on the value of each customer and the number of leads required to obtain one customer.
Additionally, Google will determine your cost-per-click based on your budget, the quality of your ad and landing page, and its click-through rate compared to your competitors.
Select Your Local PPC Keywords
The next step is to choose your local PPC keywords. These are the phrases and terms that people in your target audience are likely to type into search engines when looking for your product or service. Local keywords are usually longer and more specific than general search terms. You should also consider negative keywords, words, and phrases you don’t want your ads to appear for.
Create Your Local PPC Ad Copy
The wording you use in your ads is called ad copy. It should be compelling, concise, and relevant to your target audience. Your ad copy should include your local keywords and highlight the benefits of your product or service. You can also include a call-to-action, such as “call now” or “visit our store.”
Design Your Local PPC Landing Page
Your landing page is where people arrive after clicking on your ad. It should be relevant to your ad copy and offer a clear value proposition for your product or service. Your landing page should include a call-to-action, such as “buy now” or “request a quote.”
Monitor and Adjust Your Local PPC Campaign
Once your local PPC campaign is live, monitor and adjust it regularly. Use analytics to track your ad performance, including click-through and conversion rates. Adjust your budget and targeting based on your results.
Test different ad copy and landing pages to see what resonates best with your audience. By monitoring and adjusting your campaign, you can optimize it for maximum success.
Choosing Your Local PPC Keywords
Selecting the right keywords is important for the success of your local PPC campaign. Start by brainstorming a list of keywords related to your products or services, then use tools like the Google Keyword Planner or Semrush to expand your list and find new ideas. Search for keywords with many monthly searches, little competition, and a cost per click that falls into your budget. The local advertising agency you’re working with can assist you in choosing the most effective keywords.
Writing Your PPC Ad Copy
Your ad copy needs to be short, to the point, and demonstrate your unique value proposition (UVP) while including a clear call to action. A good ad includes keyword headlines with actionable intent, a visible URL, and an offer or special to entice searchers to click. Write multiple ad versions so you can A/B test and find what works best.
Creating a Relevant Landing Page
Your local PPC ads should lead searchers to a relevant landing page on your website. Many businesses create dedicated landing pages for their local PPC campaigns to increase relevancy and improve conversion rates.
If you don’t have landing pages, ensure your website’s page closely matches the ad copy to avoid confusing potential customers. Don’t make it difficult for them to take action and buy from you.
A/B Testing and Tracking Performance
Testing and tracking are important components of any successful PPC campaign. A/B testing enables you to contrast two variants of an advertisement to see which one works better. Use campaign monitoring tools like Google Analytics to keep tabs on the success of your advertising campaign and to help you decide how to improve it based on the data you have. Remember to analyze your results and adjust your strategy accordingly regularly.
Setting a Realistic Budget
Setting a realistic budget for your local PPC campaign is crucial. Determine your max cost-per-click and set a monthly budget based on your industry, geography, and the number of products or services you advertise. Your budget will fluctuate based on factors like competition and ad quality, so monitor your spending and adjust as needed to ensure your campaign stays within your budget.
What are some tips for running successful local search ads?
Run Two Ads & Check Your Bids
Run at least two ads to compare their performance and see which yields better results. Reduce your spending on low-performing ads and increase your bid amount for higher-performing ads.
Experiment with Keyword Match Types
Choose the match type that will draw in the most targeted traffic. There are three types of match types: broad match, phrase match, and exact match. Try several match types to find which one suits you the best.
Add Negative Keywords
You may remove search phrases from your campaigns using negative keywords; it allows you to concentrate on attracting the right clicks. Brainstorm the obvious search queries you’d want to avoid and learn which negative keywords you should include for each ad.
Add New Keywords
Regularly check and track the performance of your keywords so you know which ones to avoid and which to capitalize on. Use Google’s Keyword Planner tool (or any alternatives) to find new ideas to build ads around.
Test Ad Copy
Try out a few text variations to see which works best with your target audience. Keep it simple and to the point.
Use Ad Extensions
Ad extensions are extra elements that may be added to your advertising to provide prospective buyers with more details. They can improve your ad’s visibility, increase your click-through rate, and lead to more conversions. Some common ad extensions include:
- Sitelink extensions add links to your ad, such as links to specific pages on your website.
- Call extensions let users call your business directly from the ad.
- Location extensions display your business’s address and a map of your location.
- Review extensions show reviews from third-party sources like Yelp or TripAdvisor.
- Price extensions provide a list of your goods and services together with their associated costs.
Target Specific Locations
If your business only serves a specific area, it’s important to target your ads accordingly. You can use Google Ads’ location targeting options to target specific cities, regions, or zip codes. This ensures that your ads are only shown to people in your target market.
Monitor Your Competitors
Keep an eye on what your competitors are doing with their local search ads. Look at their ad copy, keywords, and landing pages to see what’s working for them. You can use this information to improve your ads and stay ahead of the competition.
Use Remarketing
By utilizing a robust remarketing strategy, it’s possible to effectively reach out to individuals who have previously interacted with your business or visited your website. You can create remarketing campaigns that show targeted ads to people who have already expressed interest in your products or services, increasing the likelihood that they’ll convert.
Test Different Landing Pages
Your ad is only part of the equation; your landing page is just as important. Ensure your landing pages are optimized for conversions and provide a good user experience. Make modifications depending on the data you gather after testing several landing pages to discover which ones work the best.
Follow these tips and continuously refine your local PPC ad campaign. Doing so will drive more targeted website traffic and increase conversions.
Leveraging Google Local Services Ads for Service-Based Businesses
If you’re running a service-based business like plumbing, locksmith, or garage door repair, a local PPC strategy may not be enough to get your brand noticed. This is where Google’s Local Services Ads (LSAs) come in handy. This article will discuss LSAs, which businesses can use, and how they work.
Understanding Google Local Services Ads
Google Local Services Ads primarily aim to help customers find service-based businesses and provide sufficient information to book their services. Unlike pay-per-click (PPC) campaigns, these ads are pay-per-lead, meaning you only pay when a potential customer contacts you through the ad. This is a huge benefit for service-based businesses, as CPC costs can be steep.
Benefits of the Pay-Per-Lead Model
With a pay-per-lead model, you can be sure that every click on your ad is from someone genuinely interested in your services. If a user clicks on your ad but doesn’t contact you, you won’t have to pay for the click. This ensures that you’re only paying for qualified leads that have the potential to become customers.
Businesses that can use Google Local Services Ads
Google Local Services Ads are available to a wide range of service-based businesses. However, not all industries are supported. You can check whether your business is eligible by signing up for LSAs on Google Ads. Once you sign up, Google will determine if your business meets its eligibility requirements and notify you accordingly.
Advantages of Running Google Local Services Ads
One of the biggest advantages of using Google Local Services Ads for service-based businesses is the Google Guarantee or Google Screened certification. This means that Google has checked your business’s licenses, insurance, and background, and it signals to potential customers that your business is trustworthy.
Moreover, Google may reimburse customers unsatisfied with the service provided through the Local Services Ad, further enhancing customer confidence in your business.
Another advantage of Local Services Ads is that you only pay per lead, not per click. This means you’re only paying for interested customers who have contacted you through the ad rather than for each click that may not lead to a conversion. This can be cost-effective for service-based businesses, as the cost-per-click for Google Ads can get quite high.
Google Local Services Ads: How to Run these ads
Checking if your company qualifies is the first step in beginning Google Local Services Ads. Not all regions or business types have access to Local Services Ads, so it’s important to check if your business is eligible before you invest time and money into creating ads.
Once you’ve determined your business is eligible, you can create a Local Services Ads account through Google Ads.
You’ll need to provide information about your business, such as your name, address, phone number, and services offered. You’ll also need to go through a verification process to confirm your business information and certification.
After verifying your account, you can create ads showcasing your business and the services offered. These ads will appear at the top of Google search results when potential customers search for relevant services in your area.
It’s important to note that Local Services Ads require ongoing management, such as responding to customer inquiries and updating your services and availability. Monitoring and optimizing your ads can also help improve their performance and generate more leads for your business.
Setting up your Local Services Ads profile
To run Local Services Ads, you must create a separate profile from your Google My Business and Ads accounts. This profile includes your weekly budget, business hours, service areas, and job types. You can also add highlights and special offers to your profile to make your business stand out. Include 2-5 highlights to help set you apart from your competition.
Providing your license and insurance information
Your licensing and insurance information must be verified to earn the Google Guarantee. Upload your documents to your profile to ensure you meet the requirements. The information you need to submit may vary based on your industry.
Completing a background check
Google requires you to pass a background check before running your Local Services Ads. This check adds an extra layer of credibility to your business. The authorized representative of your business and potentially even your field workers may need to undergo a background check.
Collecting positive reviews
While not a requirement, reviews can impact the ranking of your Local Services Ads. Your star rating and the number of reviews you have can influence how often your ads are displayed. Focus on collecting positive reviews to improve ad performance and increase your chances of booking jobs.
Running your Local Services Ads campaign
Your Local Services Ads campaign is set up and ready to go, and you have the tools to manage your leads through the dashboard. You can handle your marketing efforts and track your progress effectively.
You can also reply to customers, call them, or decline job requests. Local Services Ads are an effective way for service-based businesses to reach local customers and turn leads into paying customers.
Choosing a local PPC agency to work with
If you need help setting up and managing your Local Services Ads, consider working with a local PPC agency.
- Look for an agency specializing in Local Services Ads with experience working with businesses in your industry.
- Ask for references and reviews from previous clients to make the right choice.
- Working with an agency can help you maximize the effectiveness of your Local Services Ads campaign and achieve your business goals.
Finding the Right Local PPC Agency for Your Business
The advantages of local PPC are wide, and one can fully reap its benefits by working with a reputable agency that can help you achieve your goals.
When considering hiring a local PPC company, it is essential to ask relevant and critical questions that will allow you to evaluate their level of expertise, range of services, and capability to meet your specific requirements.
This approach will help you to make an informed decision and choose a partner that aligns with your goals and objectives.
The following questions will help you find the right PPC agency.
Keyword Research Process
A reliable local PPC agency should be able to explain its keyword research process thoroughly. Understanding how they build their keyword lists is essential to ensure the right keywords are targeted for your campaign. You can ask for a full keyword list to review, including the keyword match types incorporated into your campaign, such as broad match and exact match.
Negative Keyword Strategy
Another aspect of a successful local PPC campaign is a negative keyword strategy. This approach helps eliminate unqualified and irrelevant traffic, targeting only the most relevant users and traffic. Discuss how your local search agency plans to incorporate negative keywords into your campaigns and determine the keywords you don’t want to appear for.
Measuring Local PPC Success
Measuring success in local PPC campaigns requires evaluating several metrics. Work with your PPC agency to determine the metrics that make the most sense for your business. Clicks, impressions, and click-through rates are the most common data points to consider, but it’s important to analyze ROI to gain deeper insights into the success of your campaigns. Lead tracking, including UTMs and phone call tracking, can also help measure lead generation and new business.
Ad Scheduling Strategy
Ad scheduling is an essential component of any local PPC campaign. It helps determine how long your budget lasts, when, and how your ad serves impressions. Your agency should explain the difference between ad delivery methods and help you determine which aligns best with your campaign. Ad scheduling allows you to outline certain hours or days of the week you want your ads to show, set adjustments to increase or decrease your bids for specific times, and capitalize on what’s driving the best results for your local PPC ads.
Bidding on Brand Names and Competitors
Bidding on your brand name and competitor names can be a valuable strategy in a competitive digital landscape. By bidding on these keywords, you can outrank your competitors’ organic results, increase clicks and conversions, and gain a competitive edge. Additionally, bidding on these terms can be cost-effective, as clicks for brand and competitor keywords are often cheaper than industry terms.
Syncing with Google Analytics
Linking your Google Ads campaign with Google Analytics can provide valuable insights into your website’s performance and user behavior. By syncing these two platforms, you can attribute lead generation to your campaign, benchmark user activity, and compare the engagement of SEM-referred traffic to your organic site visitors. It’s crucial to ask your SEM agency if they can connect your Google Ads campaign with Google Analytics and analyze the data to optimize your campaign’s performance.
Finding the perfect local PPC company may seem overwhelming, but don’t worry; asking the right questions can help you find a reliable agency to meet your needs. You should inquire about their proficiency in local PPC, how they design and enhance campaigns, and the tactics they use to evaluate success. It’s also a good idea to request case studies and client references to understand their performance and triumphs better. Don’t hesitate to ask the tough questions; this is the business we’re talking about!
Final Thoughts
If you find the task of local PPC overwhelming, you’re not alone. However, with the help of an experienced and reputable PPC agency like Ad Labz, you can simplify the process and achieve your marketing goals. Ad Labz has vast experience in local PPC and can help you create and optimize campaigns that reach your target audience and increase conversions. By partnering with Ad Labz, you can take the stress out of local PPC and focus on what you do best; running your business. Contact Ad Labz today to learn how we can help you with your local PPC needs.