How Local Business PPC Works | My Experience, My Views

What is local business?

Local business is a physical business that either has services to offer in their city or surrounded region or product to sell from stores.

If you have a physical store or business then digital marketing is truly a blessing for you.

I have reasons to share with you why I think physical business or store is advantageous for leads/sales.

Reasons

• One can physically go to the store, check the products and their quality before buying.

• If a user is seeking any service then they can directly call the service guy and complete the same within an hour.

• Time-saving.

• No wait for any products. Just go to the store and grab it.

Note: Due to covid of course contactless delivery and services are more important than ever before. It is also necessary as well.

However, after this situation even local business people also adopted the safe distance guidelines, sanitizing, and picked up drop off delivery for products.

Above all were the talks about the advantage of local business but now let's talk about how to increase sales and leads for local businesses.

When it comes to PPC for getting new leads and sales local then Google Ads has the best answers.

If you are a service provider then the below campaigns and bid strategy could help.

• Search campaign with Impression Share Bidding Strategy(Position Based)

• Search campaign with Target CPA(Economical leads)

• Call only campaign (Get direct calls to business)

• Newly launched Google’s Local campaign with different badges.(Not available in all Countries)

For more details about local ads please check the blog below. https://www.wordstream.com/blog/ws/2018/06/11/google-local-service-ads

If the business is e-commerce/product based the below campaigns and strategy could help.

• Smart shopping campaign

• Standard shopping campaign

• Local inventory campaign

• Pick up and drop off badges available on ad images.

• DSA with Target ROAS

For local service providers and service, beneficiaries have a perception that if ads are coming at the first position then and then only they get a good conversion which I also have noticed in some of the service-based projects which I am doing.

But here I would like to say that not all the time the first position ads get the engagement/conversions. At times when you move to Target CPA, even if your ad is not in the first position you get calls and inquiries.

Again clicks and impressions would be less in Target CPA because the algorithm finds the clicks and customers who are at the final stage of their inquiry and search.

Everything is based on artificial intelligence and machine learning activity which track users each activity online and based on the algorithm makes decisions.

So, let’s do a combination of human efforts with ML/AI to increase business revenue.

Above all are my personal opinions, thoughts, and suggestions from my experience.

If you have any experience and would like to share then feel free to connect.