May 5th, 2017
The world of Pay Per Click (PPC) and indeed the broader world of Digital Marketing is always evolving. The double edged sword of this rapid evolution presents both responses and adaptations to search behaviour (for the better) and of course challenges for businesses of all types to aspire to.
It’s fair to to assume that most businesses have either heard of or even dabbled in PPC. But are you getting the most out of your campaigns? Are you getting a healthy return on investment (ROI)? Are you tapping into the best audience?
If the answer to any of these questions is no, then you are in the right place!
Are you sitting comfortably? We shall begin…
To set the scene; when a lot of SME’s attempt PPC, they are presented with a tricky landscape of small or niche audiences and highly competitive keywords or phrases. It ultimately results in inefficient use of budgets or simply low volumes of visibility/traffic.
The end result is that the opening gambit with AdWords is often a negative one, that, understandably, puts the business owners off.
However, if due care and attention is given, and a decent amount of time is apportioned, it can start to pay dividends. Local PPC can really bolster your customer acquisition strategy and reach new highs in terms of exposure and ultimately traffic/conversions.
Why local PPC?
Targeting both your customers & new customers through local PPC has several advantages:
- Increased relevance
- Better targeting
- Higher quality leads
- Increased ROI
- Increase local awareness
- Increased relevance & better targeting
As with any form of advertising, it primarily comes down to relevance. Ask yourself, what do my customers need? What are they looking for? Why are they coming to me? What makes my business/service/products unique or desirable?
The answer or deciding factor in these questions come down to convenience or geographical location. Essentially your ‘locality’ is a key factor in the relevance of your offering, why would you not target your local area?
You also tend to have an idea of what influences or drives your local potential audience. Factors like demographics, economic status even political presence can all play a part in the relevancy of your PPC campaigns. Thus, you can better target your Ads taking into account these points.
Higher quality and increased ROI.
It stands to reason that with increased relevance and better targeting you can effectively ‘sort the wheat from the chaff’ and focus more time and energy on those higher quality leads that will convert into business and hopefully (if your service/products support it) repeat custom. This will positively influence the ROI in your PPC.
Starting with local PPC
Ok, we’ve covered ‘Why’, so what about ‘How’?
In Google AdWords, there are two ways of creating local targeting:
Geographical-targeting (this is based on physical IP Addresses)
Keyword targeting (using a location qualifying keyword modifier e.g ‘in London’)
Many AdWords users will set up campaigns for geo-targeting in one of two ways:
- Searches for “Plumbers in Peterborough”
- Peterborough based searches for “Plumbers”
In order to get the best results, it’s important to use a combination of both methods. This will help your campaigns reach a wider prospective audience.
Think about how search habits have changed (especially mobile devices) so that location settings automatically track your location. People have learnt to drop specific location qualifiers in order to save time:
i.e. When you’re in Peterborough and surrounding areas you can just search for ‘plumbers’, as most internet browsers will take note of your location. Solely focusing on exact match searches* or keyword modifiers may not provide any results as the search does not contain ‘in Peterborough’ or variations thereof.
*Exact match = searches that return exactly what was typed in search query.
Conclusions and key takeaways
Conducting a local PPC strategy can lead to positive results. However, it is not to be taken lightly, with some time and effort required in order to maximise the returns.
If you are planning a local PPC campaign but are worried out the setup and management of it, then feel free to get in touch with us today!