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ads and, worse, may tell others that any promotional material you put out isn’t worth looking into since it might be outdated.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.