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Local businesses and start-ups are currently thriving on Google AdWords. It might not be the instrument of choice for the multi-national conglomerates now fighting their billion-dollar wars for the number one spot on the e-commerce market, but it is a breath of fresh air for the local ones. In fact, you might even find a few national players on Google AdWords right now, due to the increasing emphasis on hyperlocal campaigns. Hyper-local is the trend of optimizing content for a restricted geographical area that has the potential to contribute traffic and profits to the website.
There are several beneficial features of going local; one of the top ones is eliminating the irrelevant visitors. You do not want people from China to visit your site if you do not ship there. They might be able to visit your website if they use the same keywords you have used. Each click rakes up a price, but at the same time, each click does not contribute to profit. You need to optimize your paid ad campaign for customers depending on their locality. You may choose to target a small county or an entire country. The choice is yours, but this will help you reduce the irrelevance among the visiting potential customers.
Which platform to choose for PPC campaigns?
In the western world, there are two kings of the search world – Bing and Google. As of 2018, both the search engine giants have come up with paid advertising features. Using Google AdWords or Bing Ads, you should be able to target competitive keywords and location-based keywords.
Using AdWords for localization of PPC
In fact, several SEO teams and marketing teams have used either one of these platforms to set up campaigns that target keywords inside very small circumferences. This area can be a city or a specific location within the city limits. For example, if you want to optimize your Los Angeles PPC campaign for your sports shoe brand, you would want to find out the “top searched” keywords within Los Angeles. In AdWords, you can search for the same by setting up a radius depending on your MyBusiness location. That is applicable for businesses that deliver food or other services up to a specific distance.
Utilizing the power of copy for hyper-localization
Very similarly, you can work on your ad copy to target the locals only. That can include local landmarks, colloquialisms, regional attractions or specific crossings/street names that people usually search online. To enable hyper-localization of your PPC content, you can search locations using zip codes. It is especially useful for brick-and-mortar businesses in a small town or a bustling city. However, it can be a bad idea for the large conglomerates that usually draw attention from all over the nation.
Hyper-local PPC marketing management requirements
In truth, your hyperlocal marketing strategy is only as good as your information and data collection. There is no way the results of your PPC marketing can astound you beyond expectations if you do not have the pertinent information to support it.
Here are a few bits of irreplaceable data you require to fuel your hyper-local PPC campaigns:
The correct NAP
Name, Address, and Phone numbers are must-have information for every business on the web. You need to update your Google MyBusiness page before you begin your PPC Campaign and you need to modify your Google Maps location correctly as well. Without the correct position, how do you expect people to find you at the right time? All your hyper-local campaigns are destined for failure unless you optimize your locations. It is an easy task for businesses with a single location or only a few locations.
Find your geocodes
The accurate geocodes of your business outlet will make a lot of difference in the confusing digital world. There is possibly nothing more important than finding the correct geocode. Having them ensures that your customer will always be able to find your front door, irrespective of the user language. Still, do a double-check of your geo-codes before placing your map pin. After all, you do not want your customers landing up on your competitor's door, by mistake!
Segmentation of audience and location
There is more to hyper-local than just being highly visible to a section of the city or country. The correct location data can make or break your PPC campaign. Being able to provide relevant advertisements to the right crowd is of ultimate importance. For example – advertising prom dresses to nonagenarians will be a complete waste of your resources unless their granddaughters are borrowing their PCs for online shopping. It is like selling refrigerators to the Eskimos. You need to know, who your potential buyers are and where you are likely to find them. That will require a lot of surveys, assessments, and analysis. Nothing will beat data collection when you need to segment audience and locations based on their search interests.
Pay attention to your content
After you find out who is looking for businesses like yours, you need to find out exactly what they are searching. It will help you create a new keyword list for your PPC campaign. It will be a localized search-term list that draws inspiration from the latest trends of searches. In addition to AdWords, you will require an arsenal of impressive keyword search tools that can help you master the art of high-intent keyword research, long-tailed keyword building, and competition keyword recognition.
It is true that hyper-localization of PPC campaigns depend on the data you gather from customer interactions, diversion of traffic, CTRs and bounce rates. Therefore, after setting up a PPC campaign, either you need to appoint expert campaign management tools, or you need to take help from the professional online marketing management teams that can help you gather necessary data.
Collecting the data is not enough, you need to possess the correct tools that have the potential to analyze them and generate reports in multiple formats.
