Getting started with local PPC in Peterborough

If you own a small or medium sized business in Peterborough, you may find it difficult to attract new targeted customers. Or you may find it expensive to use traditional marketing methods In that case, you’re left with just a few options, one of the best being to start an AdWords PPC campaign.

In comparison with traditional marketing methods, PPC campaigns are far better value for money because you pay per interaction with your ads as opposed to per potential reach. Best of all, setting it all up is easy. However, if you’re looking to target the Peterborough and surrounding areas alone then there are just a few things you should bare in mind.

Keyword List Generation

Keyword research is the foundation to your campaign. Therefore, the stronger the list, the stronger your account will be. If you want a campaign focused the local area then you must have targeted keywords in your list, as well as general ones. When collating your list of keywords, the best place to start with is your website – there, you can identify the core words and phrases that describe your business. Don’t forget to include branded terms (as these typically have the highest conversions), synonyms and keyword variations.

Then, the next best method for keyword generation would be to use keyword research tools. You’ll find there’s a wide variety of free and paid tools which you can use to generate some keywords for you. However, as a small local business in Peterborough, we recommend Google’s own Keyword Planner. Not only is it free but it’s also highly effective – all you have to do is enter a keyword, hit search and it will generate a list of related keyword ideas for you to pick and choose from.

The most important things to remember when generating your list is to;

  • Start small – Once you start researching and looking for keywords, you’ll likely come across thousands and thousands of potential keywords that you could use. Don’t be tempted to collate and dump it into your campaign, take the time to sift through the list and hand pick the ones most relevant to your products or services.
  • Don’t be too general – In general, these keywords typically have a lot of competition (i.e. a higher cost-per-click) and;
  • Don’t be too specific – Having keywords that are too specific can actually limit your exposure.

Instead, ensure you aim for a good balance of general and specific keywords in order to boost your potential.

Location extensions

Extensions are a great way of improving ad quality which, in return, improves ad rank. But did you know that they can also be a really useful targeting method. Location extensions in paid search ads can lead to a 50% increase in store visits (SearchEngineWatch).

Call extensions

Did you know that, local numbers are also more likely to get clicked on? Searchers are more likely to engage and click on an ad with a local phone number that they recognise, so by having a call extension with your local number can also be a drive more calls, but they also take up a lot more space on the SERP which gives you more opportunity to be seen by searchers.

But what if you only have a national number? Well, that’s where things get a little trickier. You’ll need to invest in call tracking software that allows you to create “static numbers” with local area codes. Then, you generate a Peterborough-specific static number (that redirects to your main national number) and use that on the call extensions!

The great thing about local searches is that more often than not, they are ready to take action. Therefore, incentivising searchers with discounts and giving them a local phone number to call can really help to boost sales and overall return on investment.

To Round It Off

All in all, local searches have a relatively high chance of turning into a sale, be it on your website, over the phone or in store. So, being at the top of those searches is a great way to grow your exposure and revenue! And a localised PPC campaign is the best way to push yourself up to the top position in a hurry.

But, if all of that sounds a bit too much, you can always get in touch with us. We’re more than happy to help you get started, and if you want, we can also manage the ads for you.

Written by Tony Conte

Founder and Owner of Brave Agency, an Integrated Agency transforming businesses through design, digital and marketing, helping you, our clients to get results by applying the right strategy.

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