Are You Using Local PPC Correctly?

Posted 17.12.2020

By Annabel Thomas

Local PPC involves targeting consumers based on a specific location; either through social media or through search engines. Over 85% of consumers use the internet to search for local businesses; if you aren’t making the most out of local PPC you could be hugely missing out. 

The most important reason to run local PPC ads is that it allows you to target your key audience. Local businesses such as hairdressers and restaurants tend to have a radius of customers that visit them, and will rarely receive business outside that radius. By targeting your advertising to these key consumers, you are refining your online audience and spending your advertising money efficiently, as well as increasing your brand awareness in the local community. So what are our tips for making the most of your local PPC?

1. Location Extensions

Adding extensions to your local PPC ads is a great way to include more information. Using extensions will make your address and phone number visible, it will also generate buttons with CTAs, such as “phone now”. It is best to make sure you have a Google My Business account before enabling extensions as Google will pull data from your GMB profile. Make sure you link your GMB account with your Google Ads campaigns.

2. Location & Language

Try to be as specific as you can be with the location targeting of your ads. Include the postcodes of where your regular customers are from, as well as a radius around the physical location of your business (if you have one). Be sure to keep reviewing your location targeting and adjusting if needed.

Use local language when working on your ad copy. If you are targeting different audiences and languages, be sure you accurately translate ad copy to the relevant language. Equally, try to use local dialect and create ads with language that will resonate with your local audience. A/B testing ad copy is a great way to find what works best for your audience. 

3. Landing Pages

Make sure you are directing users to a highly optimised and engaging landing page. When creating local PPC campaigns, it is best that your landing pages include: local information, local awards, local images, maps and keywords that are highly optimised to your local audience. Ensure you emphasise your engagement with your local community. 

4. Keywords

It is important you are including keywords that reference the location of your business and target audience. Take a look through your search query terms or google trends, and look for examples of keywords that are frequently occurring such as:

  • Near me
  • Local
  • Local to [City]
  • Near [City]
  • Trusted in [City]

5. Use your SEO Results

If you track the success of your SEO (and if you’re not, you definitely should be!), you can look for trends in your best performing keywords and target those in your local PPC campaigns. For example, if you notice a keyword is performing well organically, incorporate it into your ad copy. If you need a hand with all things SEO, we have got you covered. 

Say goodbye to overly broad targeting and think local when creating PPC campaigns for your business. If you need any help with all things PPC feel free to get in touch with us today and take a look at our full range of digital marketing services

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