Paid search advertising, often known as PPC (Pay-Per-Click) advertising, is an incredibly effective tool for local businesses targeting local services to a particular geographical area.
But getting the best results of your PPC campaigns can be a tad bit tricky. It requires a well-thought-out strategy.
And we are here to help you build one!
In this blog post, we will walk you through a smart approach to building a winning paid search advertising strategy.
Understanding Paid Search Advertising
What exactly is paid search advertising? It’s a form of online advertising where you pay each time someone clicks on your ad. These ads appear at the top of search engine results pages (SERPs) when people search for keywords related to your business. For local businesses, this means getting in front of potential customers right when they’re searching for your services.
How do you come up with a winning strategy for paid search advertising?
Let’s walk you through the steps:
Step 1: Set Clear Goals
Before diving into paid search advertising, it’s important to define what you want to achieve.
Your goals must include:
- Increasing Website Traffic: Attract more visitors to your website.
- Generating Leads: Capture contact information from potential customers.
- Improving Sales: Drive more sales or bookings for your services.
- Brand Awareness: Make more people in your area aware of your business.
Having clear goals will guide your entire strategy and help you measure success.
Step 2: Know Your Audience
Understanding your audience is essential for any advertising campaign. For local businesses, you’ll want to focus on reaching people in your geographic area who are likely to need your services.
Here’s how:
- Identify Your Ideal Customers: Consider factors like age, gender, location, and interests. For example, a pediatric clinic will target families with young children, while a plumbing service might focus on homeowners.
- Local Keywords: Use keywords that include your city or neighborhood. Instead of just “plumbing services,” try “plumbing services in [Your City].”
Step 3: Keyword Research
Keywords are the foundation of paid search advertising. These are the terms people type into search engines when looking for specific services.
Here’s how to find the right keywords:
- Brainstorm a List: Start with a list of services you offer and any related terms. For a dental clinic, this might include “teeth cleaning,” “dental implants,” or “emergency dentist.”
- Use Keyword Tools: Tools like Google Keyword Planner can help you find additional keywords and see how often they’re searched. Look for keywords with a good balance of high search volume and low competition.
- Long-Tail Keywords: Don’t overlook longer, more specific phrases like “affordable plumbing services in [Your City].” These often have less competition and can attract more qualified leads.
Step 4: Create Compelling Ads
Your ads need to grab attention and convince people to click.
Here are some tips for creating effective ads:
- Headlines Matter: Your headline is the first thing people see. Make it clear and compelling. For example, “Reliable Plumbing Services in [Your City]” or “Expert Dental Care for Your Family.”
- Include a Call to Action (CTA): Tell people what you want them to do next, like “Call Now,” “Book an Appointment,” or “Get a Free Quote.”
- Highlight Benefits: Focus on what sets you apart. Do you offer 24/7 emergency services? Are your dental procedures pain-free? Let people know.
- Use Ad Extensions: These are additional pieces of information you can add to your ad, like your phone number, address, or links to specific pages on your website.
Step 5: Optimize Your Landing Pages
A great ad is just the beginning. When people click on your ad, they should be taken to a landing page that’s relevant to what they’re looking for.
Here’s how to create effective landing pages:
- Match the Message: Make sure the content on your landing page matches your ad. If your ad promises “Affordable Roof Repairs,” your landing page should focus on Roof Repairs.
- Keep It Simple: Don’t overwhelm visitors with too much information. Provide the key details they need and make it easy for them to take the next step.
- Strong Call to Action: Just like in your ads, include a clear CTA on your landing page. Make it easy for visitors to contact you or book an appointment.
With experts like InvisiblePPC, you can get access to tried and tested landing page templates that are well optimized for high conversion rates.
Step 6: Set a Budget
Your budget will determine how often your ads are shown and how many clicks you can afford.
Here’s how to set a budget that works for your business:
- Start Small: If you’re new to paid search advertising, start with a modest budget. You can always increase it as you see what works.
- Focus on High-Value Keywords: Spend more of your budget on keywords that are most likely to bring in business.
- Monitor and Adjust: Keep an eye on your spending and adjust your budget based on your results. If a certain keyword is performing well, you might want to allocate more budget to it.
Step 7: Monitor and Optimize
Paid search advertising needs continuous monitoring of your campaigns and making adjustments to improve performance.
Here’s what to look for:
- Click-Through Rate (CTR): This measures how often people click on your ad after seeing it. A higher CTR indicates that your ad is relevant and compelling.
- Conversion Rate: This measures how often people take the desired action (like filling out a form or calling you) after clicking on your ad. A higher conversion rate means your landing page is effective.
- Cost Per Click (CPC): This is how much you pay each time someone clicks on your ad. You’ll want to find a balance between getting enough clicks and staying within your budget.
Step 8: Use Negative Keywords
Negative keywords are terms you don’t want your ads to show for. For example, if you’re a high-end dental clinic, you might add “cheap” or “free” as negative keywords to avoid clicks from people looking for low-cost services. This helps ensure your budget is spent on the most relevant clicks.
Step 9: Take Advantage of Local Targeting
One of the biggest advantages of paid search advertising for local businesses is the ability to target specific geographic areas.
Here’s how to make the most of local targeting:
- Geo-Targeting: Use geo-targeting to show your ads only to people in your service area. This ensures your budget is spent on reaching potential customers nearby.
- Local Ad Extensions: Include your business address and phone number in your ads. This not only provides useful information but also helps build trust with local customers.
- Local Keywords: As we discussed earlier, use keywords that include your location to attract local searches.
Step 10: Test Your Ads
Finally, always be testing. Try different headlines, ad copy, keywords, and landing pages to see what works best.
Here’s how to approach testing:
- A/B Testing: Test two versions of an ad or landing page to see which performs better. For example, you might test different headlines or CTAs.
- Analyze Results: Look at your data to understand what’s working and what’s not. Use this information to make informed adjustments.
- Continuous Improvement: Paid search advertising is an ongoing process. Regularly review your campaigns and make tweaks to improve performance.
Building a winning strategy for paid search advertising is a long term game that is equally taxing and rewarding. However, managing all these steps for multiple campaigns can be a hassle for you.
This is where InvisiblePPC comes to the rescue!
Our team of experts handles every step of your PPC campaign – from curating the copy to running the ads, developing the landing pages, managing your campaigns, and much more.
The best part? We will NOT take your credit – so you can enjoy amazing results without revealing your support system.
Sounds like a good plan?
Let’s chat and work on a winning strategy for your next PPC campaign.
