Strategies for Local PPC Management to Improve Local Traffic

When people think about Google Ads, they more often than not associate it with digital eCommerce companies. However, the reach of this pay per click (PPC) approach has now expanded to something beyond that. Brick-and-mortar businesses on the local scale will see their traffic increase through Google Ads. That applies to both online via their website and on foot, via people actually making their way through the doors.

Read on for some strategies for local PPC management to improve local traffic. 

Set Up Call Extensions

First comes the call extension of Google Ads. The phone number of your store will show up just fine in ads through the call extension. However, what it does on mobile is provide a call button. This allows potential clients to reach you instantly with barely any effort, since all they need to do is click or tap to make a call.

Leverage the Power of Google AdWords

Another extension is the location extension. This will take information from your company’s Google My Business Page. What information ultimately gets displayed depends entirely on the data in the Google My Business page. Aside from the store’s address, details such as store hours, your phone number (albeit without the call button unless you have the call extension), and even your star rating (if applicable) will get shown as well. Most of all the address will instantly link to Google Maps, practically leading customers to your doorstep. 

Utilize Radius Targeting

As any pay per click advertising company will tell you, local businesses benefit greatly from radius targeting. This is usually done in the process of geotagging being set up; if you’re unsure about how to do it, consult a PPC agency. A campaign that has a geo-targeted area of anywhere from five to 10 miles of a store is key, though those parameters can and should be adjusted for whatever fits the store best. Focus on using branded terms like the name of the business or a particularly popular product or service associated with it.

Business owners and marketers would be wise to have ad copy prepared for promotions within the store. Is there a weekly special? Create ads that highlight or emphasize that in particular. Give possible customers a sense of urgency to visit as soon as they can, or at least make a call to inquire. Be sure to keep track of ads like that, however: running an ad on a special that’s long done may backfire. People might not trust your ads and, worse, may tell others that any promotional material you put out isn’t worth looking into since it might be outdated.

Have ad scheduling in place so that the campaigns only have the ads showing during actual business hours. After all, running ads that will leave people disappointed if they make the effort to pay a visit will be a counterproductive waste of time and effort.

Conclusion

Pay per click management has gone far beyond the eCommerce space. On a local scale, it can drive not just website traffic for a business but even foot traffic as well. Employ strategies such as the call extension, Google AdWords, and radius targeting.

Searching for a pay per click advertising agency? Reach out to Discover My Business today! We are a digital marketing agency that provides PPC, web design, marketing automation, and video production services.

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