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Top 5 Local PPC Marketing Tips

Local PPC Marketing Tips
Have you spent hours lamenting over your local ad campaigns? Have you struggled to understand why your local PPC efforts aren’t delivering the ROI you had hoped?

Yeah. Me too. I’ve been there.

My epiphany came when I stopped trying to be BIG. I was too proud to say that my local markets were the only thing that mattered. I wanted to be national. I mean, everyone needs PPC marketing or SEO. Why not get the whole market? That was my mentality.

It’s time to wipe the dust off that local PPC campaign and turn the notch up a little.

Here are 5 tips for local businesses doing PPC Marketing.

1. Take a Look at Your Books
Every PPC budget has a limit. As a small or local business, that limit is usually reached pretty quickly. With that being said, it is essential to spend money only on our most profitable products or services.

It’s such a basic principle, but we even find ourselves guilty of promoting all our services, instead of just focusing on the most profitable ones for our PPC campaigns.

Take a moment and call your accountant, make sure the books are setup to identify which products or services are generating not only the most revenue, but also the most profit.

2. Hey Google Search Console, Meet PPC Advertising
Have you been running an SEO campaign or may have used SEO Services? Take a look at your best-performing keywords. What searches give you the most impressions?

As an action item, identify those keywords that are getting the most impressions using your Google Webmaster Tools, now known as Google Search Console. Next, compare those terms with your books. If you are getting a lot of impressions for a keyword that is also a profitable service or product, but not getting clicks for that keyword, it might make sense to create an ad group specifically for that term.

It’s about search engine positioning, not just search engine optimization.

3. Ad Groups and Copy Based on Cities
There are hundreds of ways to organize your PPC campaign, but we have found that the more locally relevant you can be with your ad groups and copy, the better. For example, let’s say you run a local business in Orange County, CA, and you have a limited budget.

If you want to make the biggest impact for your spend, usually you create a campaign for Orange County and then an ad group for each set of keywords while focusing your efforts on the entire county.

While that is good, what if you could create a campaign for each city that you do the most business in already? With this approach, we would make a campaign for Irvine and then each ad group would have keywords and ads specifically for that city. The goal here is to be as locally relevant as possible!

What does this mean for you? Higher Quality Scores, higher click-through rates,, and higher conversion rates.

It pays to be local!

4. Make Call Outs and Site Links Local
Ad extensions, as you probably already know, are a great way to take up more real estate for your advertisement and increase conversions. Unfortunately, most local businesses only rely on their address or their phone number extension to show their local swag.

Let’s beef those ad extensions up and start leveraging the power of being local. While your area code and address are great, let’s add our location to both our callout extensions and site links. We can then make each unique for the city ad groups we just created.

5. Zip Code in the Ad Copy and Display URL? Yes, Please
Using numbers alone is a great way to make your ad pop, but take it further and add your zip code. Imagine you are a plastic surgeon in Beverly Hills. What better way to show off that you are exactly the surgeon someone is looking for then adding that prestigious 90210 zip to your ad?

Two great places to add your ZIP code or city name is in the text and the display URL.

Whether you are a local business or a national brand, it’s time to think beyond location extensions and start to harness all the tools at our disposal.

You can also take help of a digital marketing company for effective PPC Marketing Services.

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