When Is a Local San Diego PPC Agency Best for Your Business?
Unless your small business has a fully-outfitted and dedicated (pay-per-click) PPC marketing team, you should consider hiring a San Diego PPC agency to do the work for you. It takes a while for PPC to show results, so the sooner you get it right, the better it is for your business.
This guide gives you five reasons why outsourcing to a local San Diego PPC agency is best:
- Saves precious time and resources
- Revamps your ad targeting strategy
- Stops click fraud wasting ad spend
- Puts the local in local PPC strategy
- High-quality ads and landing pages
There’s a lot to discuss, so get ready to take notes.
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5 Compelling Reasons to Hire a Local San Diego PPC Agency
Local PPC is the step-up that PPC for small businesses in San Diego need to drive conversion rates and improve your campaign’s ROI. Unfortunately, adding “local” also adds new challenges to doing PPC. Here are five reasons a local San Diego PPC agency is the smart solution to this problem.
1. Save Precious Time and Resources
Engaging in PPC as a novice is challenging enough, but when you narrow your strategy to a specific area, the problems start to mount. The first and most immediate is losing time and resources while learning a new set of PPC ad skills that will match your current goals.
Here is a quick preview of what happens when you decide to DIY local PPC versus outsourcing:
|Doing PPC Yourself||Hiring a PPC Agency|
|You divide your team’s time and attention between PPC and other responsibilities.||Work with a team of experts whose primary responsibility is high-quality PPC services.|
|Spending your limited resources on learning to correctly apply PPC from scratch.||Have practical knowledge and firsthand experience of how local PPC works best.|
|Experiencing burnout and frustration from juggling too many problems simultaneously.||Have more time for customer service and testing and developing new products.|
If that does not convince you, ask yourself if the additional stress is worth doing local PPC. Experts are better positioned to help your business, so consider contacting one.
2. Revamp Your Ad Targeting Strategy
Your goal with local strategies is to make your target market (locals) feel like there is a personalized approach to what matters most to them. For instance, trends, activities, and rewards are three things that just about everyone loves. So, you need to have a plan and make it local.
Here is a realistic example to illustrate how this works. Taking a leaf out of Starbucks’ playbook, a San Diego coffee shop starts a summer campaign giving free reusable cups themed to iconic spots around the city — hiking trails, beaches, and public parks — for orders of themed drinks.
A good San Diego SEO PPC agency would know to support your PPC with SEO strategies to spread the word about your campaign faster. Partnering with responsible agencies helps promote the campaign. Offering proceeds to an environmental cause helps with reputation, too.
You can bet that most people will jump on a local marketing campaign personalized to their local area, especially if it can get them trending online simultaneously. That lets you leverage another useful PPC tool: branded keywords, or in the case of social media, hashtags.
3. Stop Click Fraud Wasting Ad Spend
PPC advertising is highly competitive, but local PPC advertising faces an even higher level of competition because of the relatively smaller market. While most people take that as part of doing business, others (or their PPC agencies) might take a less gracious approach to winning.
Click fraud is a black-hat search engine optimization (SEO) technique wherein a person (or an automation software) clicks on your ads in an effort to bleed your ad budget dry. Stopping click fraud is one of the most important services a local PPC agency provides. Here is how it works:
1. Part of their job when tracking your campaign’s metrics is to monitor for unusual activity.
2. They add another layer of protection to your PPC campaign with click-tracking software.
3. If anything is amiss with your campaign analytics, they can investigate the matter further.
4. They can update or change your PPC strategy if necessary to avoid further damage.
5. They can identify a click’s source and block any IP addresses connected to attacks.
6. You’ll need to switch the campaign to an ad platform that actively works to stop click fraud activity.
4. Put the Local in Local PPC Strategy
Maybe you've had previous success running a PPC campaign yourself. That is a great win for your business, and you did a great job with just yourself and your team. However, local PPC has many distinctions from just PPC, such as knowing local tastes.
Every local community has its own identity and sensibilities, and unless you know how to connect with them on their terms and at their level, your local PPC ads are likely to fail. For example, the local cultures of University Heights and Downtown differ despite their closeness.
The former is more of a relaxed residential area, while the latter is more of a fast-paced hot spot for tourists and local activities. Understandably, the needs of residents differ between the two areas, despite both being parts of San Diego. That is what makes localizing your PPC so essential.
Local PPC is not exclusively for people who already live there, though. Local PPC can also help you get business from tourists. You will have to find what people want to do most and make your business part of that experience. Be one of the reasons that people want to visit San Diego today.
5. High-Quality Ads and Landing Pages
Aligning your entire PPC strategy, including keywords, ad copies, and landing pages, is vital to keeping everything in the campaign in working order. Clickthroughs mean nothing if your landing page cannot close the sale, and using the wrong keywords can throw your entire plan off balance.
Keeping up is not a challenge for a local San Diego PPC agency. Their experience makes work like this natural for them, greatly speeding up the process and ensuring that everything goes smoothly. Here are some ways a PPC agency can optimize conversions for you:
1. Making active and striking words central to the ad’s theme and overall audience impact.
2. Focusing on the solutions that your business provides and how it affects the person’s life.
3. Using simple yet powerful visuals to connect more personally and emotionally.
4. Keeping the ad’s caption short, memorable, but most importantly, inviting.
5. Adding a call-to-action that clearly and plainly states the potential benefits for customers.
6. Emphasizing your honesty and credibility by helping you deliver on the ad’s promise.
Doing local PPC by yourself is a brave thing because not only is it immensely challenging, but a single mistake can waste all of your hard work in one fell swoop. On the other hand, hiring a local San Diego PPC agency is a fantastic example of working smarter, not harder, for your business.
Need help finding a reliable local San Diego PPC agency? Contact Digital Authority Partners (DAP) to learn what we can do for you.
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