Local pay-per-click (PPC) scares away many business owners because they worry about limiting themselves to a particular area or perhaps because they’re not entirely sure who their demographic is and where they live. To simplify things they tend to expand their PPC campaign to a national level hoping to reach as many potential customers as possible. While this seems to be a logical conclusion, what this conclusion does not consider is the high amount of competition your business will face! While local PPC campaigns may require a bit of research, the results can be well worth the extra time. Here are 3 tips for creating a local PPC campaign for small business:
1. Customize Your Local PPC Ads
Everything you do in your local PPC ad campaigns (as well as your marketing campaigns!) should all be customized and tailored to your customer. You want to target and focus every ad and every piece of content directly to your specific audience. A generic ad simply will not attract the exact buyer you want. Create your ads for the type of buyer you want to attract. Use keywords you think your ideal buyer persona will search for. Ask yourself, what types of images and fonts do they want to see? What will grab their attention? Answer those questions for your buyer specifically and go for it!
2. Target Long-Tail Keywords
Long tailed keywords are search terms that have more than 3+ keywords in a search. These long-tail keywords are essential in any local PPC campaign.
When choosing your keywords, you want to make sure you choose long keyword phrases that include the city name. For example, “personal trainers in heber” is a good example. These types of more specific keywords are much higher converting which will leave you with more targeted searchers who will be more likely to convert.
3. Filter Out Any Negative Keywords
A lot of small business owners focus on the select keywords that their target market may be looking for. However, it’s also important to consider the words to exclude from your campaign to filter out the “bad” results. Make sure you add any negative keyword to exclude leads and searches you don’t want to reach. No point in spending your precious PPC budget on them!
What success have you seen when it comes to local PPC campaigns? Do you have tips to share? We’d love to hear ’em!