In today’s fast-paced digital marketplace, local businesses are facing a huge challenge: how to stand out in an increasingly crowded online landscape. With Google’s recent changes to local search results—reducing the visible businesses from seven to three—many companies are turning to pay-per-click (PPC) advertising to maintain visibility. However, diving into the world of PPC can often feel like stepping into a minefield, especially when navigating narrow target audiences and cutthroat competition.
As many local businesses discover, initial forays into Google Ads can lead to wasted budgets and disappointing returns on investment (ROI). It's no wonder that some conclude PPC is simply “not for them.” But here's the good news: with the right targeting strategies, local PPC can become a powerful tool for attracting quality leads and boosting sales.
Targeting Your Customers Through Local PPC
The secret sauce for a successful PPC campaign lies in relevance. The more closely aligned your product or service is to a user’s search query, the better your chances of achieving a solid ROI. So, how do you effectively target the right audience in your area?
In AdWords, you have two key targeting methods:
Geo-Targeting (based on IP addresses)
Keyword Targeting (using a keyword modifier)
While many businesses choose one over the other, the most savvy advertisers know that a combination of both approaches yields the best results. By zeroing in on users who are both in your location and actively searching for your service, you can maximize your relevance and return.
Budget Application
Now, let’s talk about budget. Narrowing your target audience can result in fewer impressions, which might leave you feeling like your ad isn’t getting the traction it deserves. So how can local businesses expand their reach while maintaining relevancy?
Two common strategies are:
Expanding geo-targeting to a broader area
Adding more generic keywords without location modifiers
While these approaches may seem appealing, they can dilute the campaign's effectiveness. You’ll want to apply your budget methodically, ensuring that you’re targeting the highest ROI searches first. A real-life comparison often reveals that using Geo/Keyword Targeting can result in cost-per-lead rates that are up to 80% cheaper than relying on Geo Targeting alone.
Advanced Location Targeting
By default, AdWords campaigns target users who are both in your area and searching for your service. However, for many local businesses, this isn’t ideal. Instead, consider tweaking the Advanced Location Settings to focus on users “in my targeted location.” This strategy hones in on those most likely to convert.
When looking to increase your impressions or broaden your reach, consider setting up campaigns that target users “searching for” or “showing interest in” your services.
Proximity Targeting
Another key strategy is to leverage proximity. The closer a user is to your business, the more likely they are to convert. For example, a local dentist might see higher conversion rates from patients living nearby, while a double-glazing firm might find distance matters less.
By utilizing radius targeting around your business, you can bid more aggressively for local customers. If you know your account is limited by budget, consider using gradient location bidding to optimize your spend for those closer to your services.
Granular Targeting
For businesses that serve multiple regions, granular location targeting is a must. Dive into your analytics to find your best-performing areas—those zip codes that drive the most customers. This insight allows you to prioritize your targeting and maximize your ROI.
And remember, synchronizing your online and offline efforts can pay off. Planning to send mailers to a neighboring town? Make sure your online ads are also visible to those searching for your services.
Review and Improve
Lastly, let’s talk about the importance of continuous improvement. Conversion tracking is essential for all online advertisers. Regularly reviewing account performance and using actionable data is your ticket to PPC success.
While these strategies will benefit most local businesses, don’t forget to tailor your approach to your specific needs. After all, you know your business best, and your strategy should reflect that.
As the renowned marketer Peter Drucker once said, "What gets measured gets managed." So, dive deep into your data, adapt your strategies, and watch your local PPC campaigns thrive.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing so you can focus on what truly matters: growing your business.
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