Small businesses often find that their online marketing dollars go the furthest when they focus on local campaigns. Local campaigns are more relevant to your customers and tend to be less expensive to run than national campaigns. One essential advertising tool is local Pay-Per-Click (PPC).
To create a local PPC campaign that converts, you’ll need to understand how to target your ads and track their effectiveness. Then create relevant ads and follow whether they’re clicking through and converting.
How to Build a Local PPC Campaign That Converts
A local PPC campaign is a way to reach out to potential customers in your area and promote your products or services. Here are eight steps to building successful local PPC campaigns:
1. Determine your PPC goals
Outlining your goal must be the first thing to do before you start any local PPC campaign. A goal helps you plan your overall strategy. What do you want to happen when users click on your ad? Would you like to get more website clicks? Generate leads or increase sales? Or perhaps you want users to call or visit your store?
2. Set your local PPC budget
In placing PPC ads, you will only pay the provider once a user clicks on your ad. Plan your monthly budget. You can base your budget on your industry, location, and the number of products or services you wish to advertise.
3. Choose relevant PPC keywords
The next thing to do is pick the keywords you will use in your local PPC campaigns. Chose keywords relevant to your products and services. If you’re new to this, the Google Keyword Planner is a great tool to help you generate ideas. The idea is to choose keywords with high search volume and low competition. If a local PPC management is working with you, you don’t have to worry too much about this aspect.
4. Write your PPC ad copy
Writing your PPC ad copy is the next step. You only have two lines to work with, so keep your ad short and direct. The most important things are keyword headlines with a clear call to action. You need potential customers to click on your ad. You may want to write several versions to see which one works best.
5. Create a relevant landing page
When users click on your PPC ad copy, ensure they will be directed to a landing page where they can take further action. For example, your PPC ad is to promote your cake baking school. When users click on your ad, see to it that it will lead them to a landing page with a link to where they can enroll or get more information. Otherwise, you will drive potential customers away.
6. Run your local PPC ad
Once your PPC local ad is created, you are ready to go live and track its progress in ad relevance, clickthrough rate (CTR), cost per conversion, conversion rate, and quality score.
7. Make adjustments to your local PPC campaign
The next step is to evaluate which of your local search ads work or not, based on initial results. Adjustments, refine, and optimize your local search ads based on what drives clicks and conversions.
8. Seek help from a local PPC Company
You may be overwhelmed by the processes of creating a local PPC ad. It involves a lot of planning from the start when you create an account to the time when your ad is finally up and running. Spare yourself the hassle and work with a local PPC management company to handle this aspect for you. You can spend the time instead focusing on improving your business.
Bottom Line
Building a successful local PPC campaign can be daunting, but you can make it happen with the right tools and strategies. These tips can help convert more leads into sales and achieve your desired results.
