March 30, 2020
Own Your Neighbourhood with Local PPC | Alex Stripp Talks at Kent Digital Meet Up in Ashford

Own Your Neighbourhood with Local PPC | Alex Stripp Talks at Kent Digital Meet Up in Ashford


(upbeat music) – Ladies and gentlemen, I give you Alex from AM Marketing. (crowd cheering) – Hi everyone. Yeah, so my name is Alex and I’m gonna talk to you
today about local PPC. Yeah, so a bit more about me. I am a digital manager at AM Marketing. A lot of you’ve probably heard of us. We’re a digital marketing
agency based in Canterbury and we are Google partners. My personal specialisms are in Google Ads and we worked with a lot
of different companies. Some really big, some small and local. For those local ones, we
do use a lot of local PPC to help them build their businesses, so I thought I’d share a
bit of that with you today. So, my talk is going
to be about Local PPC. Firstly, I’m gonna talk about
why Local PPC in particular and some of the changes that we’ve seen in terms of search behavior
over the last couple of years. And then I’m gonna talk
to you more specifically about local search ads and
then about Google map ads and we’ll open some questions which I’ll hopefully
get to answer for you. So, what is Local PPC? Local PPC, essentially is
a paid advertising strategy that targets a specific area
to increase brand awareness and consideration locally. So, the main objective of it is basically to target people within a business’ radius and physically drive them
either to your business or get them to inquire. But why Local PPC in particular, you ask? So, I’m sure that a lot of
you have dabbled in Google Ads and are probably using Google Ads today. But I’m gonna talk to about
why Local PPC in particular is different and why
you should be using it. Right, so according to
Google, over 20% of searches are actually for local
products, services or places. Now, that’s a pretty big percentage, especially when you
consider that on average there’s around 63,000 Google
searches made every second. So, 20% of that is pretty large. So, that’s just for local searches, so it’s really a good idea to
sort of capitalize on that. And we’ve been seeing, I mean, I’m sure you’ve all been seeing that the rise of mobile is
just growing and growing and were actually, as an agency now, seeing more search queries from mobile devices than desktops. So, 82% of people that use smartphones use their phones when they’re
looking for local businesses. So, it’s really important
that you’re actually visible for the searches. So, yeah, Local PPC is a pretty big deal. Okay, so now I’m gonna
talk more specifically about Google search ads locally. So hands up, please who’s ever
made a search on their phones that’s included near me on the end? Yay! Okay, you’re all part of the statistic. Okay, so there’s actually
been a 500% growth over two years of people
searching near me, which is just proving that
the rise of mobile searches is just growing and growing. And actually, over 90% of people have admitted that they would
click on the first section of Google search results. So, yeah, it’s important that
you can utilize that with PPC. So, I’m just gonna talk
through some key benefits of actually using Local PPC itself. So, number one is to be seen first. It’s the same with most PPC campaigns. But by using local PPC, your business can be shown
in Google’s top positions and become the first port of
call for your service area. Then number two is to get
ahead of the competition. So, some of your
competitors might actually be ranking better than
you organically already and you can actually get ahead of them by advertising locally. And if they’re already advertising, then you can also overlay
their service areas, as well, just to make sure that
you’re seen in the same space and you’re not getting missed out. And then number three is
to get to local customers who are ready to buy now. So, you can do that simply
by targeting key words that indicate an urgency to purchase. So, for example, the
near me sort of searches and local and where to buy. And then number four
is branch your business into other areas. So, by using Local PPC, you
can actually select the areas where you’re advertising in locally and branch into neighboring areas where you may not already
be ranking for organically, and also genuinely build your
brand awareness in these areas and if there might be a gap
in the market somewhere, you can get yourself seen there, too. So, I’ve spoken a little
bit about the benefits, but what do Local PPC
ads actually look like? So, here’s a couple of
examples of companies that are already using Local PPC. I don’t know if you can read that, but it says plumbers Canterbury,
which I’ve search for. As you can see, both of
the ads are in top position and they’re actually above
the Google map results and organic results. So, this is just a screenshot from my PC. You can’t even see the
organic results yet. So, by using Local PPC, you’re really gonna be there in present. And if we go back again
to the 90% of people that say they click on the
first section of search results. There you go. (laughs) Pretty in person. They’re probably gonna check
these out before anyone else. Another thing to consider
when setting up local ads is the ad copy itself. So, it’s really important to
make sure that your ad copy is super relevant to the search queries. So, make your ad copy
as relevant as possible and you can do that by using
location-specific terms. So, I searched for the
plumber in Canterbury, both of the ads in the first
section of the headline have either Canterbury plumbing
or plumbing in Canterbury. It makes it more likely
for the ad to be clicked because it’s the most relevant ad to them. And also, by adding these sorts of terms, it will up your quality
score and ultimately lower your cost per click and it all works out
that side if you do that. Right, so number three is
about using ad extensions. So, it’s important to use ad extensions in every PPC ad that you do, but there are three in
particular for local PPC that we at AM Marketing always use. And they are location, call and reviews. So, location, extensions. Pretty much what they said in the tin, it will tell the person the
address of your business and if the person is using a mobile, it’ll actually tell you
how far away you are from that business itself. Then call extensions. Again, that’s what it says in tin. If somebody’s using a mobile device, then they can click to
call you straight away without even visiting your website. It’s really good if you’re
trying to gather leads but it also shows that
you’re more available as a company to be contacted. And then, reviews. Another really important one. If you can see in the top results, somebody’s using reviews there. People have said to be 90% more
likely to contact a company if they are showing
like, real life reviews. I don’t know about you, but if I’m planning on
going out for a dinner and planning a nice event, then I’ll be looking around and checking which is the best restaurant. But, by putting that in
your ad straight away, even when people are researching, you can see that they
are a reputable company. So, it’s really, really beneficial to include reviews in your ads. Okay, so now I’m gonna talk
about how you actually set up local search ads. Okay, so there’s a few
keywords here as an example. And keywords really are the
bones of any ad account. So, let’s have a few examples here. So, all of the sort of near
me, where to buy, local in Can. So, they’re all location-based searches. So, the key words can be
as specific as you like when you’re setting up an ad account, but they always should, in Local PPC, show that there’s even
an intent to buy in store or inquire with your
business and also show that the customer’s looking
in a specific carrier. So, they’re really the key keywords that you need to be focusing on. But equally, if I use health
shops near me as an example, you can use just simply
health shop as a keyword because likely a lot of
people are searching for that. But you just need to make sure that you’re still geographically targeting a specific location and you
have your location in your ad just so it kind of gives you a heads up, like a step up on some
of the bigger giants because if somebody sees that there’s a local business near them, and it’s what they’re looking for, they may be more likely to come visit you. Right, so you’ve selected what
sort of keywords you wanna put in your campaigns and now
you’re about to upload them. So, this is something that I do when I’m setting up Local PPC campaigns and I always separate out keywords into two different categories
into two campaigns. So, I’ll create two versions
of the same campaign. So, you can see that number
one is hotels in Ashford and campaign number two is hotels near me. So, number one can actually
target the whole of the U.K. because it has that
location-specific keyword in it, so it’d be relevant to
anybody that’s searching nationwide because they obviously research into local hotel in Ashford. Whereas, number two is
actually more generic, which means you’d have
to geographically target a specific area so that the ad’s definitely
relevant to them. So, why else do we do this? So, number one is that
it actually allows you to set different budgets per a campaign. So, whether your focus is growing
your business more locally or it may be nationally, or it may be a certain key town or city, you can actually assign more budget to one or the other campaign, so, if you’re getting
more results from that. Number two is it allows you
to target more locations. So, a campaign with
location-specific keywords can be active across
the U.K. as the keyword indicates that they’re
searching for that area. And number three is that
you can then create ads that are tailored to different
locations and audiences. By that I mean, so the way
that you communicate your brand may be different in London, so you may communicate
your brand differently to different towns than
you may do locally. So, you can actually tailor your ad copy based on which location you’re targeting. Okay, so once you’ve got
all of your keywords in, your campaigns are up and running, they’re all going swimmingly well, you can then run location reports. And that would then be able to show you where your services are
actually in the most demand. So, you can see the behaviors
of different locations and identify areas for growth. So, you may, for example,
be running a campaign that’s like a 10-mile radius
of your business location, and within that 10 miles, there
might be four or five towns. You can actually pull the report and see which towns are the most popular, how many people are searching for your type of business in those areas. And then you can also
do things like running what gender are they, what age are they? All of those sorts of things, as well, and it can help you develop your internal marketing strategy. Okay, and then the final thing is, please if you’re running Local PPC, make your landing pages relevant. And they have to be customized
for appropriate locations. So, going back to my example
of hotels in Ashford, if I was searching for a hotel in Ashford and then I landed on a page
that was, I don’t know, hotels in Swansea, I probably wouldn’t be
too pleased about that. And the likelihood of
somebody then trying to find the correct page, it’s kind
of like setting the back foot. So, we always say to create unique pages based on which location you’re targeting. And then, overall, it’s
good for your own guidance or better strategy, as
well if you’re targeting and servicing those locations because you’ll then be able
to start ranking organically for that, too. Okay, I’m gonna touch
now on Google map ads. So, Google Maps are basically becoming a search engine themselves. So, over a billion people are using them to find directions and local businesses. And this may look familiar to
you and that’s because it is. So, once you’ve set up
your Local PPC campaigns and it’s all set up correctly with the correct extensions, et cetera, you can actually even be eligible to run on Google Maps, as well. So, your results on Google
Maps will be triggered by the same keywords, as long as they have a location in them, or they’re showing an intent that somebody’s looking
for something locally. But, to be able to run Google map ads, you basically have to have connected a Google My Business
Account to your ad account and then set up location
extensions within your PPC campaign and then it will just pull through your Google My Business profile to Google Maps and
advertise on there, too. And Google Maps is great for mobile users because people are generally on the guide when they’re searching on Google Maps. So say I need to find a petrol station, swiping on Google Maps rather
than searching Google itself, so it’s really important to be on the two. So, here are a few more benefits. So, benefit number one is appear
across the Google network. So that would obviously
include the Google Maps app and also Google Maps results
and desktop results on mobile. And then, number two is catch customers while they’re on the go. So, when people are searching
while they’re on the go, they’ve kind of got a lot more intent in actually walking into that store and you’re really catching people at the stage of a decision process. And then, number three is Google Maps has actually linked to your
Google My Business profile, which is really great ’cause customers can see location information, they can also get directions
and make phone calls, they can see your reviews and your photos and visit your website if they wish, so they can really get a full rounded, all of the information for your business. And on the left here is an
example of a Google Maps ad that I’ve triggered. So, that was obviously
quite a brief overview of Google Search ads and
Google map ads in Local PPC and I hope it was helpful and I’m open to answer any
questions, if anyone has any. Thank you very much!
(crowd applauding) (upbeat music)

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