PPC - Pay Per Click Management

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Before we get into the components of a local PPC account and why they matter, let us define what a local PPC account is. The basic definition is that it caters to customers in a specific geographic area. Local keywords and geo-targeting are used specifically in the localized PPC strategy. One might assume that only brick-and-mortar businesses, such as a neighborhood pizza parlor, dentist’s office, or boutique retailer, would run local campaigns, but this is not always the case. Even if you have locations all over the world, you can use a localized approach 

to serve and sell to potential customers virtually.

The Benefits of Running Localized PPC 

One of our primary responsibilities as PPC marketers is to optimize campaigns. The term “optimize” may appear to be broad, but it refers to a variety of tactics. The most important areas of focus for optimization would most likely be to increase engagement via click-through rate, increase return on ad spend via sales leads or transactions, and make each dollar in the budget go a little further. During national elections,

It may be more difficult to find pockets of wasted spending, such as geographic targets, but in local campaigns with a laser focus, inefficiencies are easier to spot and/or avoid. If your budget is limited and you cannot afford to spend money on clicks, you must focus on what works.

How to Optimize Your Local PPC Campaign? 

The user interface of Google Ads Manager is the source of this information.

In terms of local PPC, focusing on performance by geographic area is the most effective way to optimize campaigns. When you dig into the data, you will almost always find these areas of opportunity. Location reporting in Google Ads provides insights into not only

Not only do you have targeted locations, but you also have matched locations (where activity has been attributed to). Reviewing these location reports is a great way to find new pockets of results-driving zip codes or DMAs that can be leaned into with a positive bid modifier to increase traffic, or excluded from your campaign entirely if they are wasting budget by not driving conversions. The distance report, which shows how the distance from a location affects search ad performance, is another type of geographic reporting available in Google Ads.

Here are some of the reasons why optimizing for location is so important in PPC:

• Almost one-third of searches for something in a specific location result in a purchase
• By 2020, 93 percent of Americans would have used the Internet to find local businesses.
• Almost one-third of all mobile phone searches are location-based.

There is much more to local campaigns than just their location settings; however, intent via localized keywords is a huge factor that contributes to performance.

These are phrases that include not only the words “near me,” “local,” or “nearby,” but also zip codes, town names, and other localized signals that indicate “near me” intent.