Before getting into the more detailed elements of a local pay-per-click (PPC) account and why it’s important, you should know what a local PPC account is. This type of PPC account targets customers in a particular region.
Localized PPC is a strategy where you use geotargeting and local keywords. While you may assume that only local, brick-and-mortar stores should use this type of campaign, this isn’t always the case. Even if you have stores worldwide, it is possible to serve and sell potential customers with a localized PPC campaign.
Why running localized PPC campaigns is a smart move?
As a PPC marketer, one of your main responsibilities is to optimize campaigns. The word “optimize” may seem broad; however, it represents different tactics. The key focus area for optimization is improving engagement through click-through rate and improving return on ad spend through sales leads and transactions. It also aims to make every dollar in your PPC budget go as far as possible.
With larger, national campaigns, it’s challenging to find areas of wasted spending, such as geographic targets. However, in laser-targeted local campaigns, it is much easier to detect and prevent inefficiencies. If you’re on a tight budget and can’t afford to spend your marketing dollars on clicks, you need to optimize what works.
Optimize for local PPC
The primary way to optimize campaigns for local PPC is to focus on performance based on a specific geographic area. You can usually find these opportunities if you dive into the data. You can even use location reporting in Google Ads to better understand your targeted and matched locations.
If you take the time to review the location reports, you can find new areas of results-oriented DMAs or zip codes, helping you improve your bids and drive more traffic. You can also find areas to exclude from your campaign that will waste your PPC spend and not convert. You can also access a distance report in Google Ads, which shows that distance from your location affects the performance of your search ads.
Some of the specific reasons you should optimize for location in your PPC campaigns include:
30 percent of searches for something in a fixed location result in a purchase 93 percent of Americans search for a local business online About 33 percent of all searches on mobile devices are location-basedHowever, keep in mind that local campaigns are more than just the location settings. However, major factors contributing to performance are referred to through localized keywords.
As you can see, optimizing your PPC campaigns for local intent offers a variety of benefits. Keep this in mind in the future so you can get the most out of your localized campaigns. This will pay off and help you achieve even greater success in the long run.
The opinions expressed here by Inc.com columnists are their own, not Inc.com’s.
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