Before getting into the details of a local PPC (pay-per-click) account and why it matters, you need to know what a local PPC account is. This type of PPC account targets customers from a certain region.
Localized PPC is a strategy where you use geo-targeting and local keywords. While you might assume that only local brick-and-mortar stores would need to use this type of campaign, that’s not always the case. Even if you have stores all over the world, it is 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 campaign optimization. The word “optimize” may seem broad; however, this represents several tactics. The main area of optimization is to improve engagement via click-through rate while improving return on ad spend via leads and transactions. It also aims to ensure that every dollar of your PPC budget goes as far as possible.
With larger national campaigns, it’s hard to find areas of unnecessary spend, such as geographic targets. However, in local laser-focused campaigns, it is much easier to spot and avoid inefficiencies. If you’re on a tight budget and can’t afford to spend your marketing dollars on clicks, you need to optimize for what works.
Optimization for local PPC
The primary 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 go into the data. You can even use location reporting in Google Ads to get more insight into your targeted and matched locations.
Taking the time to review location reports will help you find new DMA or postcode domains that are generating results, which will help you improve your bids and increase traffic. You may also find domains to exclude from your campaign that are wasting your PPC spend and not driving conversions. You can also access a distance report in Google Ads, which will show how distance from your location affects your search ad performance.
Some of the specific reasons why you should optimize for placement in your PPC campaigns include:
- 30% of searches for an item in a given location result in a purchase
- 93% of Americans search online to find a local business
- Around 33% of all searches on mobile devices are location-based
However, keep in mind that local campaigns are not limited to location parameters. However, huge performance contributing factors are provided through localized keywords.
As you can see, optimizing your PPC campaigns for local intent will provide an array of benefits. Keep this in mind in the future, which will help you get the most out of your localized campaigns. It will pay off and help you achieve even more success in the long run.