Paid Social and PPC
Local PPC is designed to target customers within a specific region. You can run local PPC ads on social media or search engines. In short, the strategy involves using local keywords and geotargeting.
Main constraints for SMBs are budget and bringing new clients to the business.
That is why local PPC is the perfect fit as it allows you to run effective online marketing campaigns without going bankrupt.
In theory, big brands don’t go for this type of advertising as they are basically interested in much bigger audiences so this leaves them out of the picture and therefore, you’ll have less competitors to bid against.
But the most important thing is that you will only target your key audience. Local businesses normally have their own radius of action and will very rarely receive customers out of it. So this type of advertising allows you to pencil and define your audience.
This is also one of the main benefits. You don’t need to be an experienced marketer to be able to start running local paid campaigns.
The platform is quite straight forward so you will only have to have clear objectives in mind, decide on which messages you’d like to use and have a good website or Ecommerce platform to drive traffic to.
The more specific you are with location, the better.
Include the zip codes where your regular customers are based in as well as a radius around your physical local business if you have one.
As much as building brand awareness is important, it’s neither relevant nor profitable to market a product or service to someone who won’t actually be interested in it due to its location.
Use local language when working on your ads copy. If you have to cater for different audiences with different languages, then create as many ads as languages. And if possible, test a/b to make sure your assumptions are correct and that you are targeting the right audience in the right language.
You can quickly test and optimize your ads based on immediate results. This means you should make changes quickly when you see an ad performing well or underperforming.
Award your best performing ads with all the budget and pause the campaigns which are not working well.
“What should you check? “
Keywords , copy and creatives.
Some keywords may not be driving as many impressions as they should so it is best to take them out of the equation and bid higher on best performing ones.
Try and test a/b creatives and copy to find out what works better with your selected audience. Affirmative sentences, questions, clear discounts in the main line…these are some of the potential tests you could try. And creatives wise, image with one person, image with many people, image with no people, business logo, etc. The possibilities are endless!
Make sure you have a Google My Business account prior to enabling any extensions as Google pulls most of the data from these accounts.
Extensions allow you to include more details in your local PPC campaign.
You can add extensions such as location or call extensions. This way, you will add more business information including your address and phone number.
Call extensions can even have a clickable button for customers to call directly.
Use multiple PPC platforms to reach different audiences and make the most of the different CPCs.
Marketing automation software could facilitate the process but it’s definitely not needed to start running these type of campaigns.
All your ads are going to redirect to this page so you should make sure it’s clear, responsive and easy to navigate.
Don’t forget to make the most of local features: including images, keywords and relevant geo references.
As well as to include an entry form so that you can define clear KPIs to assess if the campaign is worth the investment.
In general, local campaigns are cost-effective so we encourage you to set aside a small budget and start trialing some of the ideas above.