How To Get The Most Out Of Local Pay Per Click

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How To Maximize Local PPC

Many people these days have some serious doubts regarding Pay-Per-Click campaigns within their marketing strategy. Organic traffic is key to the longevity of your business, which is why a great SEO campaign is important, but for most companies, even local business, PPC is a great starting point.

Google Pay Per Click KeywordsGoogle still generates  96% of its revenue through advertising. The latest statistic I’ve seen stated that Adwords brings in a whopping $100 million per day. My thoughts are that if PPC wasn’t effective, that number would be significantly lower.

Google Pay-Per-Click campaigns generate an immediate response from your customers. If you have a great Adwords campaign in place, the number 1-3 rankings are almost guaranteed. Those high positions can help you gain immediate leads for your business.

Unfortunately, many people assume that if they dump a large budget into the Adwords campaigns, they’ll get top positioning for the duration of the campaign. Google has their best interest in mind, not yours. If you do not manage your Adwords PPC campaign efficiently, with the proper use of keywords, bid adjustments, campaign goals and ad-copy descriptions, Google will take your money.

Here is our list of “To-Do’s to Ensure Maximum Efficiency…

  • Determine Your Goals

We approach our PPC campaigns with the first question of “What Is Your Goal”? Typically, clients will say that they want more traffic to their site. That’s obvious, but we need details. Creating the incorrect or misused keywords can be a budget-killer. We want to determine if the campaign is for one of the following…

    1. Increase Website Visitors
    2. Increase Online Contact Form Completion
    3. Increase Downloads of Material
    4. Increase Phone Calls (we live in the age of mobile)
    5. Increase Time Spent on the Website
    6. Increase Conversion Rate
    7. Once the goal is set, we’re able to determine whether or not to run a CPM campaign or a CPA campaign.

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  • Determine Your Budget – Many companies have an idea of what they’d like to spend, but don’t actually have an idea of their Customer Lifetime Value. LTVs shift drastically between businesses and industries. If you own a doctor’s office, the life-time value of a customer is significantly higher than if you’re a carpet company. The patients typically continue to use the same doctor for years, whereas a carpet company generally will have one, maybe two installations per customer. Check out AdWords Budget Calculator and PPC budget guide to help you determine your budget.

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  • Geo-Targeting Once you’ve got your budget set, you want to work to determine your location. Generally, we’ll target cities, states, zip codes, DMAs, etc. If you’re a local dentist with three offices in a certain region, we can’t have you appearing out of state. It is money wasted. I’m sure you’re saying to yourself, “well that’s obvious,” but you’d be surprised at how many audits we run that have out of city or state locations, because the campaign wasn’t set up correctly.

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  • Ad-Scheduling – Another important aspect of campaign creation is Ad-Scheduling. The selection of times throughout the day or week can help control your budget. Thankfully, everything that we do online these day is tracked, so this information is readily available to set a schedule to optimize your budget.
  • Conversion Tracking – Google has provided us with a number of tools to create successful campaigns. The problem is, that most people either don’t know about them or figure if their average placement is a 1.6, they’re doing just fine. Think again! Google allows us to track conversions, which will actually tell you how effective your campaigns are.
    We NEED to see a return-on-investment as business owners. Think about it this way. If your avg. placement is 1.6, but there aren’t any sales, what is the point? Especially if you have a limited budget. We create conversion tracking, so that we know when the person click, what keyword was used in the query, which page they landed on, and what form was filled out. That’s a conversion for lead-gen. The same principle can be applied to an e-commerce site, except we can track purchases.
  • Negatives – Do you ever feel like your budget is getting eaten up by keywords that aren’t supposed to be there? You might have a general “Broad” match keyword, which is showing your ad to keywords that aren’t relevant to your business. Google so graciously provides us with the ability to add negative keywords. Adding negative keywords will eliminate certain words or phrases from your query stream.

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  • Ad-Copy – When creating the ads that will be shown to your potential customers, we recommend (provided your budget allows for it) A/B Testing. Each ad group should have roughly three ads for testing purposes. Google will show the most relevant and popular more than the other two, which gives you insights into what text is working the best. Also, just recently, Google added a new header line & description line to your ads, which means you will have more visibility and more characters to explain why customers should buy your product or service.
  • Maintenance – AdWords is not a one-and-done option for digital marketing. Really, nothing is these days. Adwords requires constant optimization of ad-copy, and landing pages to ensure that the people who are interested in your product or service are seeing updated information, text & images. This will help show that you are active and providing up-to-date information.

Many new PPC clients of ours used to check into their campaign once, maybe twice a month. The phone was ringing, so that’s all that mattered to them. Once we took a deep-dive into their campaigns, we were able to determine dollars wasted and a more efficient way of running their campaigns. It’s like a plant, you need to water it, trim it and help it grow.

Here are 5 tips to help you manage your account ON A DAILY BASIS…

    1. Eliminate underperforming keywords and pause poor performing ad groups
    2. Increase bids on the best converting keyword opportunities
    3. Manage bids to hone in your target cost per acquisition
    4. Report on results and monitor things closely
    5. Check quality scores and adjust bids to match first page estimates

If this seems like a lot of work, it can be, but if a campaign is set up correctly, it will make managing the account significantly easier. Here is a Pay Per Click Checklist to help you get more organized!

What are your top management rules?

Are you interested in having someone manage your account?

Drop us a line!

We’ll run a free PPC Audit on your account to determine where we could improve it.

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Chris Marrano

Chris Marrano

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About BWM

Our digital marketing strategy is built on the foundation of driving measurable results. We take a full-circle approach to online marketing with a focus on increasing conversions, repeat traffic and generating greater brand loyalty.

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