Using PPC Ads to Attract Nearby Customers: A Primer for Local Businesses
For small businesses trying to drive more foot traffic or phone calls, pay-per-click (PPC) ads present a highly targeted digital marketing opportunity. With the ability to hyper-focus your ads to reach local customers actively searching for your products or services, PPC allows businesses to connect with high-intent customers right in their neighborhood.
But to attract nearby prospects successfully, local businesses need to optimize their PPC approach. Follow these tips to maximize your local PPC efforts:
Geo-Target Your Campaigns
Use geographic targeting options to only show your ads to searchers within a defined local radius or location. For example, target a 5-mile radius around your shop or specific local zip codes.
Use Location Extensions
Ad extensions like location extensions display your business address, phone number, and map snippet in search results, making it easy for nearby searchers to visit or call you.
Optimize for Local Keywords
Research the search queries customers in your area use to find businesses like yours. Tailor your keywords and ad copy accordingly. Include your city or neighborhood.
Highlight Your Physical Location
Your ad headlines, text, and landing page content should highlight your local bricks-and-mortar location. This signals your relevance for nearby customers.
Update Your Google My Business Listing
Completing and optimizing your GMB listing helps you rank in local pack search results. PPC campaigns can complement these organic efforts.
Measure Local Conversions
Track phone calls, in-store visits, or other local conversions from your PPC ads. This shows you the ROI your campaigns are driving.
Refine Based on Insights
Analyze performance metrics to identify your best-converting audiences, placements, keywords and ad strategies. Double down on what works.
Local PPC presents an avenue to connect with customers right as they are looking for your products and services. By optimizing campaigns for hyperlocal targeting and messaging, small businesses can drive more foot traffic from digital.
