Interacting with local-level businesses is a trend these days. Online users are now Google searching for local restaurants, salons, bakeries, grocery food stores as these are everyday needs, and they do not want to travel a great distance for fulfilling them. The pandemic has made people opt for Local business products and services as they do not have to travel much and can still step out of their homes to enjoy their needs. They engage with these local businesses either via local listings, local sites or search results.
Local business owners have to ensure that their PPC AdWords campaigns are focused on local audiences.
However, businesses having multiple franchises or outlets can find creating PPC AdWords campaigns on a local level very messy due to the numerous resources needed for account set up and maintenance and the number of landing pages and product listings you must do for attracting an audience on a local level. All of this can drastically reduce your ROI.
Businesses operating on local levels can seek the following strategies for scaling their local PPC AdWords campaigns without increasing their ROIs.
- Create A Flexible Structure For Your Local PPC Campaigns
Creating a flexible and organising structure for your campaigns helps you simplify this complicated process and eases your campaign workings.
To make your local PPC campaigns more scalable, organise your campaign structure via:
- Constructing A Keyword Theme For Each Campaign
Your aim of establishing a keyword theme for each campaign is so that you match your paid audience’s search intent by displaying messages that are most prominent to them. Each keyword must represent a specific stage in the buyer’s journey to have an idea of how it fits in your overall PPC AdWords strategy.
After organising your campaigns into keyword themes, you must figure out the ad groups they contain.
- Divide Your Campaign Into Geo-Targeted Groups
Diving your campaigns into geo-targeted groups is extremely helpful.
Remember, different location searches perform differently and dividing your campaigns location-wise helps you analyse your entire overall PPC campaigns better, optimise location-wise aspects for better reach and also make campaigns more scalable as per your needs.
You can segment your campaigns into four geo-targeted groups:
The ad group represents general theme-based searches that have no location modifier.
- Near Me
“Near Me” searches are one of the best ways of tumbling upon a local business.
Example: Salons Near Me, or Restaurants Near Me.
Adding this ad group will surely make your campaigns more scalable without harming your ROI.
Businesses operating on a local level must ensure to have a separate near me ad group for their PPC AdWords campaigns so that online audiences conducting a local search can find them quickly and easily.
- Location SKAG (Single Keywords Ad Groups)
Single Keywords Ad Groups (SKAG) are ad groups that are dedicated to only one single keyword. For your local campaigns, you can create this ad group to separate locations with enough traffic to ensure systematic monitoring and tracking of your traffic from different locations.
Example: Grocery Stores- Thane
Grocery Stores- Near Me
- Other Locations
The other locations ad group represents all the different locations you want to target, apart from the ones mentioned in Location SKAG.
Creating this ad group is beneficial as you do not have to create a hundred ad groups where each ad group generates minute traffic but needs extensive management time.
A point to note here is that once the locations specified in this ad group become significant, you can promote them to a separate Location SKAG.
Example- Restaurants- Other Locations
- Customise Your PPC Adwords Campaign Ads
Ad customisation ensures that your ad message matches the online searcher’s keywords. Your landing pages and your ads are all consistent, resulting in a positive impact on your conversions. Ad customisers quickly adapt your ad texts to what someone searches for, the device they use, their location and even date, day and time of the week! They can include a price, time before the sale ends, and any other day you want.
You must have to materials for making ad customisers work:
- A Dataset containing attributes to use in your ads
- Ads Representing The Attributes
All you need is a spreadsheet to create datasets that you can easily upload to the Business Data section in Google Ads. This spreadsheet contains two data types:
- Attributes: It can be a text, price or number, basically anything that makes your ad more unique and customised.
- Targeting: There are multiple targeting options available, but you only need the Location of interest and physical Location targeting local campaigns.
You can easily apply this data to your ads, whether you are creating new ones or updating old ones.
Remember, always keep one default ad without ad customisers for situations where the conditions are not met. Otherwise, the ad groups will not serve, and you will lose out on potential traffic.
- Landing Page Optimisation
Making your landing pages more location-specific will help you differentiate yourself from other local businesses and enhance your conversion chances. You can do so by using Dynamic Text Replacement (DTR). Via inserting DTR parameters into your PPC URLs, you can easily create a landing page that’s more relevant than 100+ keywords. With keyword specification, you can personalise your messages to every user, resulting in increased traffic, conversions and improved ad quality scores.
To sum it all up, you can easily localise your local PPC campaigns with minimal efforts by merely focussing on campaign structure, ad customisers and landing page optimisation. Investing your time in these three strategies will help you create optimised and high ROI, generating local PPC campaigns.