Pay per click advertising (also known as PPC) is a cost-effective way for businesses to allocate their advertising resources. By only paying when an ad receives a click, clients can be assured that they receive the most promising leads possible.
Start with Keywords
PPC is only as effective as the keywords used to create your campaign. Carefully selected keywords (especially ones that are specific to your lines of business) are the foundation of good advertising.
Identify Negative Keywords
Next, negative keywords filter out the searches you don’t want. For example, you may not want to “waste” clicks on searchers looking for tutorials, pictures, or instructions. Using these as negative keywords prevents ineffective displays and clicks.
Finish With Geo-Targeting
For local businesses, the most important part of a campaign comes with Geo-targeting. Geo-targeting refers to the Radius your campaign covers–the coordinates of your “center” and the span of the geographical area that you want to reach.
Geo-targeting needs between brick-and-mortar businesses and those which are service-based differ.
For example, a local florist with a tight budget may restrict their search to a small Geo-targeting radius, paired with Geo-modifiers that identify the name of their neighborhood specifically. This way, they attract “locals” who are looking to fulfill a need in the immediate future. Conversely, a plumber who is able to offer a larger service area will likely increase their radius and identify a greater amount of Geo-modifiers.
When selecting geo-targets, make sure to examine potentially valuable areas just outside your radius–such as transit stops or shopping centers. It may be worthwhile to expand your search area just enough to include them!
A marketing agency can help you decide on an ideal Geo-targeting strategy and refine it as needed, conserving your resources and delivering the highest quality leads possible.