Do you know if the leads that you’re generating from Google produce enough revenue to have a positive ROI? If you have ever tried your hand at local PPC with AdWords, there are still the chances that you’ve experienced some struggles. Paying too much for clicks, or not converting at high enough rates to be profitable. That should no longer be the case now as you have the definitive guide to dominate Google AdWords for your local area. Continue reading…
Anybody who is in the field of online marketing knows that Pay Per Click (PPC) can actually work for you, but you need know how to use it to your advantage. It is important that you know how to properly market using this method of advertising, otherwise you might wind up spending a lot more than you budgeted.
Relevancy is the key to success for any AdWords account. Simply put, the more relevant product/service in the user’s search query means better ROI for you.
For local businesses, the immediate priority is to target the most relevant users – those that are looking for your service in your area.
In AdWords, there are two key ways of targeting locations:
In AdWords, for local businesses the priority is to target the most relevant users in your local area.
Many businesses use one of these targeting methods in favor of the other. For example, targeting either US wide searches for “Digital Agency in Colorado”, or rather Colorado searches for “Digital Agencies”.
Smart advertisers use the combination of both targeting methods to help them reach the most relevant users and provide the best ROI – after all, it really does make sense. If a user is located in your area, and searching for your service, then they are the most relevant ones.
To continue the example, the advertiser’s primary target should be Colorado searches for “Colorado digital agency”.
Choosing the right keyword match types is an integral part of any PPC strategy. The common mistake what people commit is to implement keywords blindly without the use of any distinct characters. These characters are used to define specific “keyword match types” for an overall bidding strategy. Without them, Google accepts the keyword is using broad match bidding, that is not the best practice and can chew-up your budget.
Expert PPC specialists, know what the “+” symbols, quotes, and brackets mean.
Also, you should take note of negative keywords, that can help you improve the delivery and efficiency of your ads.
However, you can include negative keywords on both the ad group and campaign level. These are the words that you do not want to use to trigger your ads. In a local PPC strategy, common negative terms are competing many big box retailers like “Walmart,” “Walgreens,” and “Costco” as well as many words like “free,” “coupons,” “guides” and “how to”.
To write unique and compelling ads, it’s mandatory to use Ad Extensions to their fullest potential. They basically are the ways used to improve the relevancy and visibility of your ads, these can expand the real estate your business occupies in the search results, therefore making it more compelling to click on your ad.
For local PPC strategies, the top Ad Extensions to use include:
? Call Extension
? Review Extension
? Promotion Extension
? Location Extension
? Sitelink Extension
? Callout Extension
You just need to have a look at the difference between these two local PPC ads. The first ad uses “Callout Extension, Review Extension, and Sitelinks Extension”, while the ad at the bottom uses none.
Google displays certain Ad Extensions that depends on:
? the searched keyword queries
? how much an advertiser is bidding
? what extensions advertisers have properly setup
? the competing ad landscape
You need to ensure that you have set the ad extensions correctly and that you’re bidding high enough.
To run a successful local PPC strategy, take a note that the initial months of managing your account are critical to dial things in. In the end, it’s wise to monitor the Search Terms and metrics like CTR, CPC, quality score, and conversion rates closely. It depends on the nature of your advertising campaign. If you want to play with features like mobile bid adjustments, dynamic search ads, and remarketing those can extend your reach and eventually add more budget to scale your campaigns.
Are you interested in a local PPC audit? If so, contact us today to speak with one of our Pay-Per-Click experts to determine the best PPC strategy for your business. Colorado Digital Experts delivers digital marketing campaigns to a wide range of clients covering SEO, PPC and reputation management. Contact us today to get your marketing on track!