Before getting into the more detailed elements of a local PPC (pay-per-click) account and why it is important, you need to know what a local PPC account is. This type of PPC account targets customers in a certain region.
Localized PPC is a strategy where you use geotargeting and local keywords. While you may assume that only local, brick-and-mortar stores would need to use this type of campaign, this isn't always the case. Even if you have stores worldwide, it's possible to serve and sell to potential customers with a localized PPC campaign.
Why Running Localized PPC Campaigns Is a Smart Move
As a PPC marketer, one of your main responsibilities is optimizing campaigns. The word "optimize" may seem broad; however, it represents several tactics. The main area of focus for optimization is to improve engagement via click-through rate while improving the return on ad spend through sales leads and transactions. It's also focused on making every dollar in your PPC budget go as far as possible.
With larger, national campaigns, it's challenging to find areas of wasted spending, such as geographic targets. However, in laser-focused local campaigns, it's much easier to spot and avoid inefficiencies. If you have a tight budget and can't afford to spend your marketing dollars on clicks, you must optimize what works.
Optimizing for Local PPC
The main way to optimize campaigns for local PPC is to focus on performance-based on a certain geographic area. Usually, you can find these opportunities if you get into the data. You can even use location reporting in Google Ads for more insights regarding your targeted and matched locations.
Taking time to review the location reports will help you find new areas of results-driving DMAs or ZIP codes, which will help you improve your bids and increase traffic. You can also find areas to exclude from your campaign that waste your PPC spend and do not drive conversions. You can also access a distance report in Google Ads, which will show you have distance from your location affects the performance of your search ads.
Some of the specific reasons you should optimize for location in your PPC campaigns include:
- 30 percent of searches for something in a set location result in a purchase
- 93 percent of Americans search online to find a local business
- Approximately 33 percent of all searches made on mobile devices are location-based
However, keep in mind that there's more to local campaigns than just the location settings. However, huge factors contributing to performance are intended by way of localized keywords.
As you can see, optimizing your PPC campaigns for local intent will provide an array of benefits. Keep this in mind moving forward, which will help ensure you make the most of your localized campaigns. This will pay off and help you achieve even more success in the long run.