Easy Ways to Track and Maximize Local PPC ROI To Try Now

Pay-per-click (PPC) ads can be a powerful and inexpensive tool, but putting thought into your strategies can make them soar. A local PPC management agency helps you maximize PPC returns with these five strategies:

1. Use Google Ads assets.
2. Create a local landing page.
3. Avoid keyword cannibalization.
4. Leverage customer matching.
5. Read and follow PPC network recommendations.

Make every investment count. Read below to learn how to execute these tactics well. Let’s go!

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1. Use Google Ads Assets

One of the tried-and-tested PPC campaign tips is to use Google Ads assets. Formerly called extensions, these content pieces add more information about the copy. This includes information like:

• Headlines
• Descriptions
• Site links
• Call buttons
• Location extensions
• Media assets such as videos

Google uses artificial intelligence and machine learning to mix and match these assets to create the most relevant ads. This creates a more personalized ad for the intended audience. It also makes the copy more engaging and encourages faster conversions. Consider a local pizza restaurant trying to drive foot traffic and phone orders. Its local PPC management agency uses these assets to do the following:

• Use location extensions to prominently display the full business address, map location, and directions.
• Include call extensions, such as a clickable phone number ad asset. It enables searchers to call your restaurant directly without leaving the search engine results (SERPs) page.
• Add site-link extensions to link to your menu or online ordering pages.
• Include callout extensions to highlight key information, such as “24/7 dining,” “family-owned since 1955,” or “We deliver.” This builds trust and helps your ad stand out.
• Showcase promotion extensions to offer special deals, discounts, or limited-time offers.
• Add review extensions to display positive ratings and pull through favorable customer reviews.

Although you cannot control what Google displays, you can manage the copy’s most essential elements. For example, include targeted keywords in your description. Keep track of the ad’s performance and use the information to refine the strategy.

2. Create a Local Landing Page

Unlike a website, a landing page is a specialized webpage with the following features:

• It focuses on one conversion goal, whether a sale, signup, or download. All elements drive the visitor to that one action.
• It contains a headline, relevant images, bullet points about the offer, social proof such as reviews or testimonials, and a prominent call-to-action (CTA) button.
• It is mobile-optimized for responsive design and fast load times.
• It connects to relevant ad campaigns, emails, or other sources of traffic.
• It integrates with analytics to track conversions and optimize performance.

Landing pages isolate the conversion process and simplify the decision for visitors. They also allow marketers to test different messages, offers, and designs to improve conversion rates. Most of all, it is an essential factor in determining the ad quality score. Some studies suggest that the landing page experience accounts for over 30% of the score. The more satisfying it is for the users, the higher your score becomes. A good ad score influences the ad rank, giving you more prominent SERP positions. It also lowers PPC costs. Landing pages vary widely. The following helps those who localize their content:

• Optimize for geo-targeted keywords in the headline and body. Include your most important locally-focused terms and phrases. These include the city name, neighborhood, and street.
• Feature your business name, logo, and location prominently.
• Focus the copy on how you understand local customers’ needs and the local market.
• Show photos of your local storefront, facilities, or team.
• List contact information, such as phone, address, and email. Make it easy for nearby customers to contact and find your location.
• Highlight proof of your local reputation with reviews, testimonials, and features in publications.
• Use local colloquial language, but avoid broad claims.
• Offer a location-based promotion or deal. Give them an extra incentive to visit you or engage as a local.
• Speed up the loading time. Aim for three seconds or less.

3. Avoid Keyword Cannibalization

Keyword cannibalization happens when two or more campaigns or key terms compete for the same search terms and traffic. This is counterproductive because:

• The PPC ad might draw clicks away from the organic listing. It drives up advertising costs while decreasing search engine optimization (SEO) traffic.
• Conversely, strong SEO rankings steal clicks away from the PPC ad. It wastes ad spend without growing traffic.

Keyword cannibalization reduces campaign performance for both SEO and PPC. Neither reaches their full potential audience or traffic numbers. Creating a holistic online marketing campaign is one step to resolving it. It might mean hiring a PPC agency that also specializes in SEO. Even better, find a team that knows your industry and location well. Below are additional tips:

• Allow siloed teams to collaborate for marketing campaigns.
• Understand the customer’s journey and user intent with data. Use the data to match the right approach and copy.
• Analyze search query reports to identify overlapping user segments for PPC and SEO.
• Segment keywords and their groups and assign them to each strategy.

4. Leverage Customer Match 

Most businesses collect vast amounts of data every day. This data can help refine their PPC marketing tactics, but taking advantage of this data takes effort and collaboration. Consider a gym that runs a mailing list but also has a members’ list on a spreadsheet and physical filled-out forms for day-use signups– this data could help create a more accurate customer persona and help showcase market trends, but it does not help on a paper form. How do you make use of all this data to run a conversion-driven paid ad campaign? One answer is Google’s Customer Match. This powerful tool lets you combine online and offline databases. The ad network’s AI browses through its extensive user catalog and tries to find user matches. It looks through its products, such as YouTube, Search, and Shopping. It then groups similar customers, adds any found user to the right silo, and finds more people who share the same attributes. Because of how it works, Customer Match offers the following benefits:

• Widening your reach by tapping into offline customers who might be online
• Retargeting or remarketing to dormant customers and leads
• Building more satisfying customer relationships
• Customizing ads to better resonate with the audience’s needs, preferences, and characteristics
• Targeting customers based on first-party data makes your campaigns more prepared for cookie-less advertising policies

5. Read PPC Network Recommendations

Usually, the most effective PPC solutions are the simplest. These include reading updated PPC networks’ guides and recommendations. For instance, Bing recently released a 2023 holiday marketing playbook to help you run more targeted campaigns. Meanwhile, Google already includes Customer Match in its smart bidding system to improve ad conversions further. Both also update their policies or guidelines to reflect industry standards and federal regulations. This is especially true when running healthcare- or gambling-related advertising campaigns. Additionally, the best PPC ad networks, including social media, invest huge amounts of money to enhance the technology. You can streamline paid ad tasks while boosting conversions or returns. It is easy to gloss over these resources. However, taking the time to fully understand the latest features and strategies gives your campaigns an edge and keeps your business safe from violating industry rules with hefty fines.

Summing Up

When done right, local PPC gives what your business needs: sales-ready leads for a lower acquisition cost. This article lays down five effective strategies to maximize paid ads. Contact Digital Authority Partners to schedule a free consultation if you want more advanced or customized support. As an award-winning local PPC management agency, we consistently increase your return on ad spend by fourfold.