Pay-Per-Click (PPC) advertising can be a highly effective way for local businesses to reach potential customers and drive foot traffic to their physical locations. With the rise of mobile devices and online search, local businesses can now target customers who are actively searching for their products or services. Here are some expanded steps to help you use PPC for local businesses:
Step 1: Identify Your Target Audience
Before creating a PPC campaign, it’s essential to understand who your ideal customer is, what their needs are, and what search terms they might use to find your business. Conduct market research to identify your target audience’s demographics, interests, and behaviors. This will help you create targeted ads that resonate with your audience.
Step 2: Set Up a Google My Business Listing
Claim and verify your Google My Business listing to ensure accuracy and consistency across search engines. This will help you manage your online presence, respond to customer reviews, and provide important information such as your business hours, address, and phone number.
Step 3: Choose the Right Keywords
Use location-based keywords, such as city names, zip codes, or specific neighborhoods, to target local searchers. You can also use long-tail keywords that include specific services or products. For example, if you’re a plumber in Los Angeles, you might target keywords like “plumber in LA,” “LA plumbing services,” or “emergency plumber in West LA.”
Step 4: Create Targeted Ad Groups
Organize your ads into groups based on specific services, products, or locations to ensure that your ads are reaching the right audience. For example, you might create separate ad groups for different services, such as “plumbing services,” “heating services,” and “cooling services.”
Step 5: Use Location Targeting
Use Google Ads’ location targeting features to target specific geographic areas, such as cities, zip codes, or even specific streets. This will help you reach customers who are searching for your services in your target area.
Step 6: Optimize for Mobile
Since most local searches come from mobile devices, ensure that your ads are optimized for mobile by using mobile-friendly ad copy and landing pages. This will help you reach customers who are searching for your services on-the-go.
Step 7: Use Call Extensions
Use call extensions to allow users to call your business directly from your ads, which can be especially effective for local businesses. This will help you drive phone calls and conversions from your ads.
Step 8: Monitor and Optimize
Continuously monitor your ad performance and optimize your campaigns for better results. Use tools like Google Ads’ location reports to track your ad performance by location. This will help you identify areas where your ads are performing well and areas where you need to improve.
Step 9: Use Negative Keywords
Use negative keywords to avoid showing your ads to users who are not searching for your specific services or products. For example, if you’re a plumber, you might use negative keywords like “electrician” or “HVAC” to avoid showing your ads to users who are searching for those services.
Step 10: Leverage Customer Reviews
Encourage customers to leave reviews on your Google My Business listing and use them in your ad copy to increase credibility and trust. This will help you build trust with potential customers and increase conversions.
Additional Tips
- Use location-specific ad copy to highlight your business’s unique offerings and services. For example, you might use ad copy like “Get 10% off all plumbing services in West LA” to target customers in that specific area.
- Use Google Ads’ “Promoted Pins” feature to create location-based ads that appear on Google Maps. This will help you reach customers who are searching for your services on Google Maps.
- Use retargeting ads to target users who have visited your website or physical location. This will help you re-engage with customers who have shown interest in your business.
- Use Google Ads’ “Local Inventory Ads” feature to promote specific products or services that are available in-store. This will help you drive foot traffic and sales from your ads.
- Use Google Ads’ “Call-Only Ads” feature to target users who are searching for your business’s phone number. This will help you drive phone calls and conversions from your ads.
Best Practices
- Use clear and concise ad copy that highlights your business’s unique offerings and services.
- Use high-quality images and videos to showcase your products or services.
- Use location-specific ad copy to target customers in specific areas.
- Use retargeting ads to re-engage with customers who have shown interest in your business.
- Use Google Ads’ location reports to track your ad performance by location.
- Continuously monitor and optimize your campaigns for better results.
Common Mistakes to Avoid
- Not targeting the right keywords: Make sure to target keywords that are relevant to your business and target audience.
- Not using location targeting: Failing to use location targeting can result in your ads being shown to users who are not in your target area.
- Not optimizing for mobile: Failing to optimize your ads for mobile can result in poor ad performance and low conversions.
- Not using call extensions: Failing to use call extensions can result in missed opportunities to drive phone calls and conversions from your ads.
- Not monitoring and optimizing: Failing to monitor and optimize your campaigns can result in poor ad performance and low conversions.
By following these steps and tips, you can create effective PPC campaigns that drive foot traffic and sales for your local business. Remember to continuously monitor and optimize your campaigns for better results, and to avoid common mistakes that can hurt your ad performance.