As a local business, have you ever looked at Local AdWords Advertising to increase your sales?
The power to organically increase your sales through the power of Google using an AdWords advertising campaign is a huge opportunity for you as a local business owner. But with all the other responsibilities that come with running your own business you either haven’t had the time to wrap your head around all the ins and outs of AdWords to take full advantage it, or you’ve managed to dip your toes into the AdWords pool, only to find it too costly and competitive for your industry.
However, with a focused approach for your local AdWords Advertising Campaign, you can get in front of customers specifically looking for your business without the overinflated cost per click.
Local AdWords advertising can be the right move to grow your business. It gets you the key local searches for your industry. Searches that serve a greater chance of your business getting in front of the very people you want to attract. It’s like getting your company’s business card in the hands of a person at the exact moment they need your services.
Call our AdWords Certified Professionals on 1300 642 633, or click here to contact us
Everyone Goes to Google
The use of search engines to find a local business, nearby services or simple locating something in a local area is only getting larger. So why wouldn’t you try to get your business there?
After time and technical skills, cost is usually a large factor. You may have tried it before and had no results and thought ‘the hell with it’.
We’ve all heard horror stories where someone has put $800 into an AdWords budget only to have that money spent in a single day with no return on their investment. The fear of this happening to you is usually the main deterrent for companies really diving into a Google AdWords Campaign.
The reason campaigns like this fail is related to the mismanagement of the campaign. This can be for so many reasons and is usually a combination of a number of different things. Maybe your keywords are too competitive, which means you pay more per click. Or your keywords are too broad and you are paying for clicks that will never convert into a sale.
Take This for Example
The keyword ‘plumber’.
It’s a hugely competitive keyword with a high cost per click. Even if you fork out the money to get those clicks it a waste of resources. Some people typing plumber could be coming from overseas if you haven’t set your ads location. If they are in Australia they could be coming from a different city or town. If they are even searching for plumbing services, they could be looking for jobs or trade information on being a plumber.
This is a common mistake, people think that if they target wider areas and broad keywords that they will get more searches, but you’re simply wasting clicks and money.
Narrow it down again. As a local business, there is no point in creating an Adwords campaign targeting the whole of Melbourne or Sydney. You are competing against a huge number, normally much larger, businesses and paying for clicks from people who more than likely aren’t interested in your local area.
You need to…
Target Your Local Area
Local AdWords Advertising, it is in the name. If you service five suburbs, create a campaign targeted to the suburbs for your related keywords.
For example:
- {your suburb} plumber
- {your suburb} plumbers
- plumbers in {your suburb}
These are much more focused, the cost per click will be lower and the people that are searching it are much more likely to be looking for a plumber within a suburb that you service. Your chances of getting leads from this targeted local AdWords advertising are hugely increased. That’s why you need a more localised AdWords campaign focusing on the keywords related to your servicing areas.
For effective Google AdWords Advertising phone 1300 642 633, or click here
Target Related Keywords Within your Suburbs
Again to use the plumber example, you can focus on related keywords in your industry using your servicing areas.
If you offer drain cleaning services you could base an AdWords campaign around drain cleaning services and the suburbs you service. There are considerable opportunities for your local businesses to reach local customers through these long tail keywords. It gives you the opportunity to deliver the right ad to the right people for less money.
Ad Text Should be Targeted for the Best Results
Create an ad title that is different from the competition. You don’t want your ad to be just another amongst the crowd, even if it is at the top of the results. Include a custom URL, ideally to a specific landing page for that specific service your are advertising. Create a specialised description based around that campaign and keywords.
Track it All
You can track almost every metric through local AdWords advertising. It’s one of the best things about it. Things such as which keywords you are getting the most clicks, what time of day works best and what bids you should focus your spending. These metrics always you to chop and change you AdWords Campaign to achieve the best results. You can see which campaigns are converting, the campaigns you could spend less money, the campaigns you should shut down, and the campaigns you can still get the same results but spend less money with a simple bit of tweaking.
To get the best tracking results, the best result in general actually, you need to run multiple ads alongside each other. These will really help boost the performance of your ads and weed out those that aren’t working and simply costing you money. Because even if you think an AdWords campaign is doing well, you never know that if you had done a few things differently it could be doing even better.
You can add call tracking to tell you how many calls you are receiving directly from your local AdWords advertising. Google has even introduced a nifty feature that when people click on your ad from a mobile device it calls the number straight from their phone rather than have to go to your contact page. The fewer steps customers have to take the easier it is to sell to them. So make sure to target your local AdWords campaign for mobile devices too.
Turn Off Your Local AdWords Advertising
When you have no one to answer the calls coming in, you are simply throwing away money. Turn off your AdWords Campaign outside of business hours. Within Google’s AdWords Tools you can schedule what times you want your AdWords advertising to be on or off. You can also schedule your bids to go up or down depending on when you want to push your advertising and ensure that you appear at the top of Google results.
The Top Take Away
When a local AdWords advertising campaign is setup correctly it can be a great way to generate more work for your local business. But an AdWords Campaign that is incorrectly setup will waste your advertising budget, costing you time and potential customers by bringing in the wrong traffic.
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[…] front of your customers exactly when they need you. We’ve talked about Google AdWords before in Local AdWords Advertising – Increasing ROI, about how the right approach can increase your sales as a local business. If you haven’t read […]