Pay per click or ppc marketing is normally where any company will start when it comes to on-line marketing. Local ppc or pay per click can be pretty straight forward depending on the industry however like any ppc campaign the set-up is really important as companies can find themselves wasting money on keywords and geographical areas that they simply don’t cover or are too far away from their place of business for a customer to consider. With local ppc keep the geo area tight and the keywords relevant.
Local ppc – what to look out for.
When it comes to setting up a local ppc campaign, there are 3 main things to think about. The first thing to do is to make sure you have the tightest geographical area you realistically can cover. It is also very important to think of the customer in that area, will they use your services if you are 15 miles away or will they be more likely to use a company 5 miles away, although you feel you can cover a 15-mile radius think about the customer, will they have a problem using your service if you are so far away. Whatever industry you are in keep the geo area tight it might be 5 or 50 miles just remember a bit of common sense is needed when setting up the geographical area in a local ppc campaign. The second thing to think about is the keywords. If you are covering different areas think about the local language. For example, people in Glasgow talk and will search differently from people in Edinburgh and if you are looking at covering different areas make the keywords different to suit that area and if you are doing this make sure the adverts behind the keywords are also keyword relevant. The third and last main thing to think about in a local ppc campaign is the budget, with this be realistic as the difference on whether a campaign is successful or not can and will always come down to having the correct budget, don’t under spend, but also don’t over spend as this can be detrimental as well.
Local ppc – will I need my campaign managed?
Local ppc campaigns in the main should not need to be managed by an internet marketing company, however if you feel that you may need some help in either the set up or help to manage the campaign going forward get in touch with us, Twohats Digital, on 0141 278 6711.