Chris Young
In local marketing, few tactics are as immediately rewarding as a well-run local PPC campaign.
For many local companies, especially local brick-and-mortar stores, much of the focus is on internal operations with little (if any) attention given to executing a marketing strategy. This is where the magic of local PPC campaigns comes in–when done right and with the right expertise, the effort and time investment are front-loaded and then the campaign relies only on small adjustments. This combined ease of running the campaign and its high average ROI of $2 in revenue for every $1 spent, makes PPC an excellent option for local businesses.
Nearly 50% of all search engine traffic is local; this means that for every 10 queries searching for something, approximately 5 are looking for local products, answers, and solutions. Local PPC (Pay-Per-Click) advertising takes advantage of this statistic and specifically targets customers within a specific geographic area, making it highly effective for businesses that rely on foot traffic and local clientele. By using platforms such as Google Ads or Bing Ads, local businesses can display their ads to potential customers precisely when they are searching for relevant services or products.
This targeted approach not only maximizes ad spend efficiency but also increases the likelihood of generating leads and converting those leads into actual sales. The data and insights gained from PPC campaigns can also be re-used to refine the overall marketing strategy and can help inform the understanding of local market dynamics. With the ability to track performance in real-time and make necessary adjustments on the fly, local PPC stands out as a dynamic and adaptable marketing tool that can drive significant growth for small businesses.
Local PPC offers several advantages to enhance a business's marketing efforts. Benefits include increased visibility, cost-effectiveness, and precise geographic targeting.
One of the most significant benefits of local PPC is increased visibility. By targeting potential customers within a specific geographic area, local businesses can ensure their ads are seen by those most likely to visit their physical locations or seek their services. For instance, a local coffee shop can run ads that appear when someone searches for "coffee near me" or "best coffee shop in [city name]." This targeted approach not only places the business at the top of search results but also attracts customers who are ready to make a purchase.
Local PPC campaigns are highly cost-effective, particularly for small businesses with limited marketing budgets. Because these campaigns focus on a specific area, they generally have lower competition and, consequently, lower costs per click compared to broader PPC campaigns. This means that businesses can achieve better results without blowing through thousands of dollars per month to see a marginal increase in sales. For example, a local company can set a daily budget that fits its financial capabilities while still reaching potential clients in its service area. The ability to control spending and adjust bids based on performance ensures that every dollar spent contributes to achieving marketing goals.
The precision of geographic targeting in local PPC is unparalleled. Businesses can define their target area down to specific neighborhoods, ZIP codes, or a radius around their location. This level of specificity ensures that ads are shown only to people who are within a practical distance to visit or use the business's services. A gym located in a downtown area could create ads targeting office workers in the vicinity who might be looking for convenient fitness options during their lunch breaks or after work. Without geotargeting, this same gym located (for example) in Dallas might pay for ads that would otherwise appear in New York or even other countries. This would be a waste of resources given that New Yorkers would represent virtually 0% of the business, yet the gym in Dallas would be paying for those clicks.
The Google Business Profile is one of the easiest ways to start getting noticed online for local searches and, best of all, GBP is a totally free service. GBP gives local companies the opportunity to list their business with the most relevant information for driving conversions–website, phone number, email, and other calls to action. There are also sections for frequently asked questions, photos, reviews, and more to help showcase the profile as engaged and dedicated to customer satisfaction. While GBP is free to set up, we do recommend running PPC ads with your GBP since this gets the best visibility.
Geo-targeting is another crucial strategy for companies to connect with local audiences, enabling them to deliver relevant and effective advertising content. Geo-targeting allows businesses to reach potential customers within a specific area and tailor their messaging to local culture and needs. We recommend using location-specific keywords, such as city names and local landmarks, to capture local searchers' attention. This shows a business's commitment to understanding each community it serves and gives the business the perception of being “one of us.” Location extensions in ads display essential business details like address and phone number, driving foot traffic to stores. For multi-location businesses, these extensions can be customized for each location, ensuring accurate and relevant information, boosting local visibility, and creating a seamless user experience.
Tracking and measuring success in PPC campaigns is necessary for refining strategies and understanding their impact. Accurate tracking helps assess ROI and identify areas for improvement and growth. Key Performance Indicators (KPIs) like Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), and Return on Ad Spend (ROAS) are the most consequential KPIs to monitor. For best results in analyzing the data, companies should use advanced analytics tools like Google Analytics that allow data manipulation to tease out real conclusions. The performance of each campaign should be regularly reviewed to ensure that it is optimized and achieves the desired effects.
PPC advertising is a winning strategy for a majority of businesses, especially local companies and direct-to-customer business models. When done correctly, these ads can create a hyper-localized feel that can leverage the affections of the people living in different areas. However, running these ads correctly and effectively can prove to be difficult and time-consuming.
Even beyond the complexity, PPC is only one small part of a larger marketing campaign that must include local SEO, social media, and more. The best way to ensure success on your PPC campaigns is by partnering with an experienced agency like Be More Digital. Get in touch with the expert team at Be More Digital for a PPC proposal or let us know if you simply have a question about the right strategy for your company. Additionally, you can view our case studies here to see our success stories with current and former clients. Our Customer Experience team is standing by waiting to hear from you!
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