PPC is really a great tool for physical stores. You just have to have a different strategy.
I learned from my experience as a PPC consultant that the usual broad-based orientation I can see in many paid search accounts is not worth it for local retail businesses. When you have a shop customer’s physical presence you would like a paid local search strategy.
5 Ways to conquer local PPC
Local PPC is the language that we use in the industry to apply tactics and strategies to target only the local population. Having a great local PPC strategy goes much further than changing the location’s goals. If you want to excel in this field and beat your competition, you want to use all the tools available.
Here are six strategies to use to build a dominant strategy for local pay search.
1. Targeted hyperlocal campaign
When you rely on local foot traffic, regional hyperlocal targeting is crucial. Google Ads provides options for smart regional targeting of local PPC campaigns. This helps you to limit the amount of consumer advertising shown in your accepted placements. For example, it is possible to create PPC promotions for those who own a store in Brooklyn, targeting potential customers only near Brooklyn.
Google allows you to use zip code, state, town and town limits to target specific locations. Google also lets you draw a range of custom sizes based on your store address.
Through introducing negative regional goals (though you can’t exclude custom departments) you can also prevent your advertising from appearing in certain locations.
However, verify that the ad delivery criteria have been clearly identified for customers at your target locations before beginning your campaigns with your geographic objectives. This will reduce invalid clicks which increase advertisement importance while saving your budget.
2. Location extensions
Location extensions are rendered using PPC to increase related pedestrian traffic. Using your Google My Business (GMB) listing, the extension shows your position directly in the SERP on Google Maps.
Such extensions may appear whenever a sensation is created by your text ad.
It doesn’t mean they’ll necessarily appear every time. There’s just no way to force Google to show location extensions but it’s much better than nothing to have them eligible to show.
If you want to use location extensions for your Google advertising campaigns, a Google My Business List is needed. Link your GMB account to your account and voila on Google Ads.
I recognize that the new market is dominated by Google, but other PPC platforms offer extensions too. For example, if you run campaigns with Bing Ads, you can manually create location extensions, or import them from Google Ads using the Bing Editor.
3. Call extensions
Call extensions The SERP shows your phone number just below your text ad. This choice allows users to call you directly from the SERP, rather than having to click on your website. When someone is looking for fast details it is a great tool.
Google Ads also allows you to use a dynamically generated transfer number to monitor the number of phone calls you received from your own advertisements. In the user interface, you can track them directly, and also pick calls in your conversion measurements.
If you are using a Google Transfer Number, you can make those types of calls as a conversion on your own (for example, those that last at least two minutes). Also available in Bing Ads is this same form of extension including the ability to use a forwarding number and track conversions.
Not only do these enhancements make life easier for potential customers, they also provide you with additional information about the best performing promotions. So make the most of it, use it as a phone extension for those who have a phone number that future customers can call.
4. Google’s local campaigns
Campaigns put local resources into a special Google Maps initiative in mid-2018. This automated offer uses artificial intelligence from Google to create visits to the store, and to count certain visits to the store as conversions. These are very similar to position extensions and are likely to appear on Google Maps, Google Maps or GMB search, YouTube and Google Viewing program.
Local campaign ads are the ad unit unlike location extensions which accompany your text advertisement. Once you set the budget for the campaign, Google will automatically create those advertisements for you and view them on the above listed networks.
Google can use that trip for a conversion when a customer visits your shop. You must have GMB, including location extensions, and connect it to your Google Ads accounts.
5. Yelp Profiles Enhancement
Yelp is a great way to generate local traffic. Yelp users in the funnel are generally lower, and are more likely to visit their shop. But the free Yelp ads don’t have the superior power you’ll need on your store page to make the most of this low funnel traffic!
Get the most out of your ads using Yelp’s improved paid profiles. This function gives you greater control and allows you to add to your profile a slideshow of photos, a video and a custom call to action. Furthermore, enhanced profiles discourage rivals from purchasing advertising space on their shop list.
You will have to pay to access updated profiles, but by standing out from the local competition with this method you will help retain user interest. A fixed monthly rate can be used for improved profiles. If you plan to advertise on Yelp, the monthly rates can decrease depending on how much you spend on Yelp advertising.