WHY HAVE A LOCAL STRATEGY?

As a local business your most valuable customers are the ones located near you. Utilizing local ads strategies allows you to make the most of your ad budget by targeting people that are located near your business, instead of wasting money showing ads to people who aren’t in your target area.

Local ads strategies allow you to create brand awareness and engagement in your local, target area, and result in more leads and conversions for you.

Utilize the following ad strategies and see the lift in your return on ad spend.

1. Location Extensions & Local Ads/ Google Map Ads
2. Location Specific & Near Me Keywords
3. Get Aggressive On Mobile
4. Local Ad Copy
5. Campaign Strategy To Target Valuable User Outside Of Local Area
6. Call Only Ads
7. Faceook Reach Ads

2. LOCATION SPECIFIC & NEAR ME KEYWORDS

According to Google, in the last two years alone “near me” searches have increased by over 500%. Take advantage of this by going after “near me” keywords, and keywords that include your city, state, neighborhood, or zip code.

Make sure to add a broad match modifier to these location-based terms to ensure your that your ads are showing up for search queries that always include these terms.

Example: +ATX Cookie Delivery

Example: Cookie Delivery +Near +Me

3. GET AGGRESSIVE ON MOBILE

According to Google, there are more mobile devices than ever before, and users move between devices throughout the day. So, it’s not surprising that many of the users searching

for you will be on the go and using mobile phones. Utilize device bid modifiers to increase your competitiveness on mobile and make sure that you show up at the top of valuable mobile searches.

4. LOCAL AD COPY

Make sure you communicate that you are a local business through your ad copy. This helps create a connection and gives users more context.

You might include phrases like “Serving Austin, Texas since 1985”, “Servicing the Greater Dallas-Fort Worth Metro Area” or “Proudly Serving The 77027 Area”.

Additionally, if you are located near a well know landmark, your ads could include copy like, “A 5 Minute Walk from Times Square”.

5. CAMPAIGN STRATEGY TO TARGET VALUABLE USERS LOCATED OUTSIDE OF YOUR LOCAL AREA

If your business services locals as well as tourists (or travelers), you may want the option to target people who are not physically in your target area, but are making searches for services located in your area.

You can structure your Google Ads program to utilize a campaign structure that targets these users. To do this, create a separate, nationwide campaign (assuming you already have a local campaign targeting only your local area) that is solely comprised of keywords that include your location with broad match modifiers.

6. CALL ONLY ADS

Encourage users to call rather than go to your website with Call Only Ads, which provide users with a call button (these ads can only appear on mobile devices).

With the rise of mobile, and on-the-go users, these ads offer people a fast, convenient method to get in touch with your business. These ads are great for companies that offer emergency assistance, like plumbers.

7. FACEBOOK REACH ADS

Make the most of your ad budget by targeting people on Facebook and Instagram that are located near your business.

These ads allow you to highlight promotions and tell your unique story to promote connection between you and users.

You can also target users by demographics (such as language) and interests.

There are four call to actions that you can choose from, which allows you to customize how people reach or connect with you: Get Directions, Call Now, Send Message, and Learn More.

WANT HELP DEVELOPING YOUR LOCAL STRATEGY?

Inquisio Studios loves developing local optimized programs for our clients. We can grow your business by creating more leads and sales. Reach out to us today to take your digital marketing to the next level.