Search Engine Marketing – How To Set Up A Local PPC AdWords Campaign That Kills The Competition (part 1 of 2)

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Are the leads you get from Google too few and far between for your liking? This should no longer be the case, as you now have the definitive guide to dominating Google AdWords for your region.

A four-step guide to dominating your local market through Google AdWords

The plan presented here will allow you to capture a much larger share of the new business available in AdWords, and for less than what your competition is paying to acquire the remaining leads.

Without a doubt, if you’re not at the top of AdWords right now, it’s your competitor who pays less and gets more for you … It’s time to turn the tide!


Disclaimer: This plan is neither simple nor cheap to execute, but it will surely work if you make it happen. If the steps listed here were easy to do, your competition would have done them already.

Step 1. Optimization / Review of the Google AdWords campaign


The foundation for your new and improved PPC campaign starts with creating the best Google AdWords account structure possible.

A well-designed campaign will ensure that no potential leads fall through the cracks and that everyone who needs to see your ads will see it. It also ensures that users who shouldn’t see your ad won’t see it.

Campaign structure

Campaigns in our AdWords account will be organized by geographic area. If we target an entire metropolitan area, a campaign will be created for each sub-city or neighborhood in which we want to do business. If we are targeting a single city, only one campaign can be used to target the immediate area.

Each campaign targets a different city to keep ads and bids unique to each area

Once your campaigns are set up, do a little beta testing with what you think are the most obvious keywords to attract new customers to your business, and also to find out what other necessary keywords you need to bid on to attract all of them. eligible and potential prospects. .

You can use the Google keyword generator if you need help choosing your initial keywords.

After your campaigns have lasted a few weeks, examine the search query data to see how people are finding you; you can then use that information to create other ad groups for each general type of search query that we find.


Search Query Reports tell us which keywords to bid on

Each of our ad groups must contain negative keywords to prevent all other ads in our account from triggering when they shouldn’t.


Negative keywords are configured at the ad group level to separate keywords and maximize impressions using broad match keyword strategies

Now that we have our ad groups set up, we’re going to write ad copy for each of our respective ad groups in at least three different varieties to see what generates the highest possible click-through rate for us on our site.

We’re going to test our headlines first, then our 1 description lines, and finally our 2 description lines, to get the perfect combination and template that we will use in all of our campaigns.


When testing your ads, be sure to rotate your ads evenly in campaign settings

Make each of the ads you write look as hyperlocal as possible, and use numbers in your ads to grab attention (think price quotes), as well as special characters and trigger words, such as “fast”, “instant” and “guaranteed” —all things that work to increase your ad click-through rates:

Once you have discovered the top performing ad in the most popular service area campaign that you started experimenting with, replicate everything in your other campaigns, but change your geo target option, as well as the named cities. in your ads:

Keyword match

Always use keyword or modified keyword match targeting for local search campaigns when you start; this allows the best opportunity to acquire the greatest number of total leads in the long term:

Ad extensions

With your ads configured and performing, you’ll also want to maximize your ad extension opportunities in every way possible.

Implement location, callout, sitelinks, callout extensions, and review / review extensions (if applicable) to increase the physical size of your ads and thereby increase the rate of clicks on your ads at the highest possible rate:

Step 2: Landing Page Strategy and Design

You can put together the best campaign in the world for your business, but if your landing page isn’t up to the job, it just won’t matter.

I don’t know how many times I’ve tried explaining this concept to some of my clients who don’t understand consumer psychology or who prefer not to spend money on building a page than their “other marketing guys” have charged half as much. for.

If you’re serious about maximum results, your landing page should be able to convert those who land there into buyers.

Planning Your Landing Page Strategy

The first thing to do is to define a basic structure for your landing pages so that when completed, they are a perfect match for the new AdWords campaign you have created.

Open a spreadsheet and create two columns: one with the main types of services you offer and another with the list of cities or areas you are targeting:

Once this list is compiled, you will now know how many landing pages you will need for your new AdWords campaign, as a landing page will be created for each city and department combination you have in your list.

By having a single landing page and a single ad for each keyword you bid on in your AdWords account, you will be able to ensure that your keyword quality scores skyrocket in the process.


Even modified broad match keywords get high quality scores with this level of structuring

Local phone numbers

Since we’ll have pages for each location that we’re targeting, we’ll also want to use local area numbers to keep your landing pages hyperlocal.

We can get all the local numbers we need via CallRail, and for a reasonable price. Simply register a phone number for each area code in which you plan to do business. All of these numbers will be transferred to the same line through CallRail, so you don’t have to worry about how to individually handle calls from all the lines you purchase.

Custom and targeted landing page titles

Each of our landing page titles will need two very important elements: the name of the city in question and the service in question. For example, the title of your landing page (which should be the most visible copy of the page) should be something very similar to the “San Diego Auto Locksmith” key phrase, if you are doing your job correctly.

If you are indeed a locksmith, for example, you should detail your various services quite clearly, so that users know for sure what is available to them before contacting you. Someone looking for help with an auto-lock won’t necessarily know that a general locksmith offers auto-lock services, so you really need to explain it to your visitors. Otherwise, it’s very easy for them to go back to Google to find something clearer.

The clearer you make your landing page to your users, the higher your conversion rate will be on average. People don’t like to take risks; we are risk averse by nature.


Before we even call we know these guys can get us in our car …

In Part 2 of this article, we’ll cover the rest of Step 2 as well as Steps 3 and 4 of this four-step guide to dominating your local market through Google AdWords.

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