With eCommerce quickly becoming the preferred way to shop, many other local businesses are struggling to keep up.
Massive online retailers like Amazon often dominate sales in just about every industry, which makes it hard for brick-and-mortar Local businesses to compete.
And it’s not always about better prices.
Often, it’s simply more convenient for people to buy everything they need in one place.
If you’re a local business owners looking for ways to get more Local leads/local lead generation, potential customers, or clients, you need to start using pay-per-click (PPC) ads management.
PPC ads offer something other marketing channels can’t: immediate traffic to your website.
Fast traffic will give you an advantage in your local market.
You can generate Local leads/local lead generation online from the entire world, and that’s great if you have a product or service that is globally relevant. However, when you’re a local business/local businesses, your local leads/local lead generation also need to be local. This is where local PPC ads come into play.
By running PPC ads that target people in your area, you’ll reach the most relevant segment of your market. And, as you probably know, highly targeted ads are more effective than general ads at generating Leads clicks and conversions.
If you’re concerned that you can’t compete with online retailers, here’s how you can use PPC ads to generate more local lead-generation strategies for your local business/local businesses.
Your Home page are a critical component in your local PPC ad campaign and it’s important to craft them intentionally. For instance, if your goal is to generate leads, make sure you have a powerful, enticing lead magnet that people see first thing when landing on your page.
If you’ve never made a landing page with a lead magnet, here’s how it works. Lead magnets are free offers provided as an incentive in exchange for contact information, and they’re quite effective. However, the success of any lead magnet depends on the market and the type of offer. For instance, some industries report higher conversions with video lead magnets, while others say text-based lead magnets convert better.
Creating a local lead magnet is no different from creating any other lead magnet, except the offer will be oriented toward local customers/potential customers. For example, here are several titles that would make excellent local PDF downloads:
These are just some examples of what you might offer people at the local level. Your local lead magnets can be PDF resources, videos, audio files, exclusive content, coupon codes, or anything else users might find valuable enough to sign up to receive. The only thing you need to remember is to maintain a local relevance.
Facebook offers the most detailed ad targeting capabilities of all PPC platforms, which is why they’re so effective. Facebook also has nearly 2.9 million users, a number that rises by 7.18% every year. Chances are, your market is on Facebook – you just have to know their demographics.
Here’s how it works. Say you run a local mail center and you’ve just hired a Notary Public. You want to get notary clients, but they need to be local, so you’ll run ads that target people in your area who might need notarized documents. For instance, you can target people who are getting married (engaged status), buying or selling a property, looking to travel, or people who work in administrative services.
Whatever your products or services are, you’ll want to target a narrow set of demographics in addition to people in your area to greatly improve your chances of getting conversions. You can do this to some degree on other ad platforms, but Facebook offers the most options and has the largest audience.
Facebook lead ads generate leads through a form without making users navigate away from Facebook. These ads are nearly 20% more effective than ads that send users toHome page to fill out a contact form. This makes sense considering people are more likely to convert when the process is easy, and nothing makes filling out a form easier than bringing that form upright inside of Facebook.
To get started with lead ads, run an ad and set the objective to “conversion.” Set the target Home page to a page that asks visitors for their email address.
Next, run a Facebook lead ad. This type of ad will open a Local lead generation strategies/local lead generation strategy form inside a user’s news feed. They can enter their contact information and submit the form without ever leaving Facebook.
To make this process smooth and easy, skip the manual export option and connect your managed Facebook ad account directly to your CRM.
This way, on the back end, your form will be connected to your CRM and your leads/local lead generation will be automatically tagged and segmented according to your CRM settings.
People love contests and giveaways when they provide real value. For instance, you’ve probably seen those giveaways where you can buy tickets for the drawing and the proceeds go to a charity. The potential to win an amazing prize is already enticing, but it’s even more enticing knowing the proceeds go to a good cause.
Your Home page will be the key to getting your leads to enter to win your giveaway. Here are the most effective elements to include on a giveaway page:
Contests are a bit more involved than a simple drawing, but they’re very effective and you can run a contest for just about anything. For instance, many organizations run PPC ads on Facebook for poetry contests that are judged by a single person, and this type of contest could be easily localized.
Some ideas for running contests include:
If you’re going to run a contest to promote your business, you definitely want to run PPC ads to get more entries and more attention. You never know who your ads will reach; if your contest is interesting enough it could even get picked up by the news like this live pottery competition.
Promotions are easy to promote through PPC ads. For instance, restaurants often run PPC ads for special events like open mic night, live music performances, and even just good deals on food.
To get the most out of these ideas, think about what kind of giveaway or contest you can run for your business. Once you have the logistics down, create a Home page for your promotion, contest, or event, and use it in your PPC ads. Just be sure your ad headline and image match your pages. It’s best to create your ad first, and then adjust your pages to match. This will ensure a smooth, connected experience for everyone who clicks on your ad.
If your product or service appeals to a global market, start creating landing pages for local areas and run your PPC ads to target various local audiences. For example, pick an area with multiple cities, like the Bay Area in California. Then, create one landing page for every major city. For instance, create landing pages for San Francisco, San Jose, Oakland, Fremont, Sunnyvale, and Walnut Creek to start.
Craft your sales copy on each city’s landing page to speak directly to that market. What you write will vary based on your products or services, but find ways to tie your service or product to local culture, attitudes, and familiarities. Speak to your target audience with as much specificity as possible.
Once you have your local landing pages, you can use them for more than just PPC ads. They can actually become an integral part of your overall local SEO strategy when optimized for local search and local SEO (search engine optimization). You can continue running PPC ads to your local landing pages, but they’ll also come up in search results and generate targeted, organic traffic.
Now you know some great strategies to generate local leads/local lead generation with PPC ads, but if you’re not used to running your own ads, getting things off the ground can feel a bit daunting.
If you’d like to start generating local leads/local lead generation through paid ads, we can help. At PPC.co, our team of experts can help you establish a competitive advantage in your local market, whether you need help with an existing campaign or you’re just getting started.
To speak with one of our PPC experts, contact us today and we’ll get you a free proposal based on your individual needs.