Pay-per-click (PPC) advertising is a powerful tool that boosts local businesses’ online visibility. It displays your advertisements to potential customers when they use search engines, and you only pay when someone clicks on your ad, hence the name “pay-per-click.” It’s like a virtual billboard that attracts people who are already interested in what you’re offering.
However, creating an effective PPC ad isn’t as simple as it might seem. Certain tactics can be employed to make your ad stand out from the competition and attract the right audience. Implementing these strategies can increase the likelihood of people clicking on your ad, driving more traffic to your website and potentially generating more sales for your local business.
Keep reading to learn how to craft effective PPC ads for local business promotions.
Focus on Local Keywords
Identifying and using local keywords can make your PPC ads more effective. Think about words people in your area may type into a search engine when looking for the services your business provides. For example, if you own a bakery in New York City, rather than using a generic term such as “bakery,” you might want to try “best bakery in Brooklyn” or “Manhattan birthday cakes.” This helps your ad reach people who are specifically looking for your service in your area.
But it’s not just about your services but also your location. You should research popular phrases, landmarks, or neighborhood names that locals use when they search for anything. Consider using these in your keywords if there’s a well-known park or a popular store near your business.
For example, “bakery near Central Park” could be a useful keyword. This will help your ad appear in more relevant searches, increasing the chances of people clicking on it and, hopefully, leading to more sales for your business.
Use Location Extensions
Location-specific Google Ads are preferred by nearly 80 % of online consumers. Are you wondering how to make it even easier for people to find your local business through your PPC ads? The answer is simple: use location extensions. What are location extensions, you ask? They allow you to add more details like your business address, phone number, and even a marker on a map to your ad.
Imagine you’re looking for a pizza place nearby on your phone. You see an ad for a local pizza joint that shows you exactly where it is on a map and gives you a phone number to call and place an order. That’s the magic of location extensions.
Using location extensions makes your ad more helpful to potential customers and can increase their chances of visiting your business. It also gives your ad more real estate on the search results page, making it stand out from competitors.
Ensure that your business information is accurate and up-to-date to make the most of location extensions. Double-check the address and phone number to avoid confusion or frustration for potential customers.
Create Ads Highlighting Local Deals and Exclusives
Creating PPC ads focusing on unique promotions or discounts available only at your local store or within your service area can drive more customers to your business. People love a good deal, and knowing it’s for a limited time or exclusive to their area can make it even more appealing.
Here are some tips on how to effectively use these types of promotions in your PPC ads:
- Promote Time-Limited Sales: If you’re having a sale for a specific period, let people know in your ad. Something like “20% off all items this week only at our Brooklyn store” can draw in customers who want to make the most of the discount before it ends.
- Highlight Exclusive Products or Services: If you offer something people can’t get anywhere else, use your PPC ad to advertise it. An ad stating, “Exclusive artisan pastries available only at our Manhattan bakery,” can attract customers who are looking for unique, local products.
- Offer Location-Specific Discounts: Sometimes, offering a discount just for residents of a certain area can bring in more local business. For example, “5% off for all Queens residents” can make your local customers feel special.
- Use Powerful Words: Words like “exclusive,” “limited,” and “special” can make your offer more enticing. But remember, always deliver what you promise in your ads.
Remember, the goal is to draw attention to your local business and make your customers feel like they’re getting an exclusive deal.
write about Leverage Local Events at an 8th grade level: Connect your promotions with local events, festivals, or holidays.
Leverage Local Events
Another great way to boost your PPC ads is to tie them with local events, festivals, or holidays. This creates a strong connection with your local community and makes people more likely to check out your business. So, how do you do this?
First, keep up-to-date with what’s happening in your community. Is a big music festival, a local fair, or a holiday celebration coming up? These events can be excellent opportunities for your business. For example, if there’s a big Fourth of July parade in your town, you could run a PPC ad saying, “Come grab a sweet treat at our bakery after the parade!”.
Second, make sure your ad reflects the event. Are you offering a special deal because of the event? Then say so in the ad! For example, “20% off all coffee during the Winter Festival!” shows people you are part of the event and have something unique to offer.
Finally, remember to use keywords related to the event in your ad. This will help your ad show up when people search for the event. So, if you’re running a promotion for the Winter Festival, include “Winter Festival” in your keywords.
Optimize for Mobile Users
It’s super important to ensure your PPC ads and the web pages they take people to (called landing pages) work well on mobile devices. Why? Because a lot of people use their smartphones to search for things online, especially when they’re looking for local businesses.
So, what does “optimized for mobile” mean? Your ads and landing pages should look good and be easily used on a smaller screen. The text should be big enough to read, the buttons easy to click with a finger, and the pages should load quickly. People who have trouble using your site on their phones might leave before discovering your amazing deals!
But that’s not all. Google also determines whether your site is mobile-friendly when deciding where your ads should rank. If your site works well on mobile, your ads are more likely to appear at the top of the search results. So, optimizing for mobile users is a win-win situation: it gives potential customers a better experience and helps your ads perform better.
Geo-Targeting: Reach Your Ideal Customers
Imagine if you could show your PPC ads only to people in the exact neighborhood, city, or region where you do business. With geo-targeting, you can choose the specific areas where your ads will be shown. If you run a pizza place in Manhattan, you can ensure only people in Manhattan see your ads.
This saves you money because your ads are only seen by potential customers, not people who live too far away to visit your business.
Here’s how you can use geo-targeting for your local business ads:
- Set Your Target Areas: Decide where your ads will be shown. This can be as broad as a whole city or as specific as a neighborhood.
- Exclude Areas That Don’t Apply: You can also choose areas you don’t want your ads to appear. If you don’t deliver pizzas to Queens, ensure people in Queens aren’t seeing your ads.
- Adjust Your Bids Based on Location: Maybe you want to bid more to show your ads to people in a certain area. Geo-targeting lets you do that. If you know people in the Financial District order many pizzas, you might bid more to show your ads there.
Geo-targeting aims to ensure your PPC ads reach the right people in the right place at the right time. With geo-targeting, your ads can be more effective, and you can get more bang for your buck!
Create Urgency with Time-Sensitive Offers
Running short-term promotions or sales can be a powerful way to get more people to click on your PPC ads. How does this work? It’s all about creating a sense of urgency. When you make an offer that’s only available for a limited time or until supplies last, it makes people feel like they have to act fast or they’ll miss out.
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Do you want to reach more local consumers with your PPC ads? Reach out to the Small Business SEO team for help!