SEO, Thought Leaders

PPC Google Ads Tactics for Local Businesses

October 23, 2019

by Lorenzo Gutierrez

Digital Marketing Consultant

With a deliberate pay-per-click (PPC) strategy, your small business can integrate your PPC and Google Ads products and decide which tactics work for your ad campaign.

A few decades back, advertising was limited to only banners, posters, and other physical particles. But with the rise of the internet, it has become more important than ever before to understand online advertising and take advantage of it.

For small business owners, walk-in customers are the primary audience, but traditional methods of advertising may no longer seem useful.

Google Adwords is the most trusted tool for small business owners to attract a local audience. Pay-per-click (PPC) is a Google Ads product. The advertiser has to pay only when someone engages with the display advertisements. This method of publication is said to be the most cost-efficient advertising strategy for small businesses.

Although PPC ads seem straightforward and simple, it takes a deliberate advertising strategy to integrate PPC and Google Ads products. Evaluate these crucial PPC tactics and decide which works for your ad campaign.

1. Target Ads Hyperlocally

Google ads offer a smart audience targeting options based on the geolocation of viewers for local PPC campaigns. This allows advertisers to customize the target audience by choosing certain regions of interest.

The advertiser can also prevent ads from being shown to people in certain regions by adding negative geographic locations in the settings.

If geolocation is considered before launching a campaign, you can obtain more relevant clicks, which will make your advertisements effective and on-budget.

2. Use Ad Extensions

Ad extensions are bonuses to add in your ordinary text advertisements to make it more convenient for your customers to reach the desired page without going through several unnecessary pages. These are simply direct links to the main pages of your site.

ad extensions example

Ad extensions bolster your PPC campaign and help you to reach your desired customers.

Here are some of the types of ad extension options available:

Location Extensions

If your business has multiple locations in the same metro area, location extensions help your customers to understand exactly where your stores are located and how to contact each of them.

location extension example

This will make it substantially easier for customers to understand where your stores are and how they can reach them.

Call Extensions

If most of your business activities and sales are done over the phone, then you should have call extensions. These will save your customers’ time and give them a direct contact to reach for their queries. Such call extensions provide confidence to your customers about you and build trust in your business.

mobile call extensions vs desktop call extensions

Plus these extensions come in handy when a viewer is visiting the ad from their mobile phone because they can directly call you with just a click.

Dynamic Site Link Extensions

This is another type of ad extension that shows a link to one of the pages of your main domain website according to a user’s search. These extensions are useful if you are undecided about which site links to show on your ads.

3. Mirror Big Competitor’s Branded Keywords

You may operate a business in a competitive space with large, deep-pocketed competition.

You will likely not have the same ad campaign budget as they do and may struggle to compete. But, you can use a company’s keywords so you appear in user searches.

For example, someone hungry for pizza may search for a name such as “Domino’s” without truly considering whether that is the brand of pizza they want to eat.

So, use big-brand names in your keywords. This way, you can show that you, too, can deliver the pizza.

4. Ensure Mobile Compatibility

Users are more likely to access websites using their mobile phones.

Mobile optimization is essential because users don't trust sites which are not mobile-friendly. Mobile compatibility will decide whether a user is converted to a customer or is simply leaves the site.

Make sure your site is compatible with mobile devices.

5. Deploy Seasonal Ads

You might have products or services which have seasonal demand. For example, if you sell ice cream online, you will have more customers in the summer.

In this case, customize your ad with scripts that are seasonally-specific. This way, you’ll be targeting the right audience at the right time for your product.

6. Understand Local Knowledge and Abbreviations

Technical expertise is important, but so is a knowledge of local lingo, customs, and abbreviations.

For example, people from your local region may not have knowledge of someone who is a celebrity in a different part of the world, making an ad partnership far less valuable for your business.

An advantage of jargon and knowing local lingo is to demonstrate to customers knowledge of the region and its people. Now, customers will know that you are serious about serving them.

Choose the Right PPC Tactics for Your Business

Advertising on the internet may not be easy, but considering PPC tactics will make it accessible for your business. Integrate PPC and Google Ad products and watch your business grow.

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