Four Strategies to Get Targeted Traffic Using Local PPC
By Kristie McDonald
PPC advertising offers the fastest, most targeted method of marketing to potential local customers. Because of the highly targeted nature of this medium, you can advertise to a very specific geographic region and can even change your message from region to region.
There are four main strategies for getting targeted traffic using local PPC.
- Geographical modifiers: Create advertisements that are displayed when visitors search your specific keywords with the geographical modifier. For example: “Joliet Pizza Delivery.” These searches are highly targeted and your ad can be displayed to an audience that is looking for exactly what you offer, and exactly where and when they need it.
- Geo-targeting to a specific area: Create advertisements that are shown when users are searching for generic terms from a specific location. For example, a user lives in the same town as your business and types in “pizza delivery.” Your ad will appear based on the region from which the user is searching. Your ad is not shown for the same search 50 miles away.
Areas can be selected in many sizes; from a small radius around your physical address to a city, a metro area, or an entire state. In fact, your ad can even call out how close your business is to the searcher’s current location. Another bonus with geo-targeted campaigns is that when you select a specific city, metro area or state, the ad includes a fifth line (called a moniker) that lists the location – which is known to increase click-through rates.
- Google Maps Ads: Create Local Business advertisements that will show up on the Google Maps platform when a customer searches in your region for the keywords you have chosen. Although your ad will appear with other local business listings, you have the option to create a unique “Map Pin” with your logo or colors that can stand out from the other mapped locations.
- Mobile Ads: Create mobile advertisements that are specifically designed for placement on mobile devices. You can even select specific carrier networks on which to advertise. The most significant feature of a mobile ad is the “Click-to-Call” setting – which gives the mobile user the ability to quickly dial your number with one touch, once they have found you.