Have you ever searched for something in Google and seen results at the top of the page with a green box with the word “ad?” That is a paid search advertisement. Paid search advertising is a tried-and-true marketing tactic that can drive more traffic to your website and generate leads and is especially useful if you are a local business. According to a 2020 BrightLocal survey, 34% of consumers used the internet to find a local business every day. Local companies may also compete with more prominent companies and established brands and have difficulty ranking at the top of the results in Google. So a local paid search advertising campaign can help get your business’s name and content near the top of search results.
But how can you help ensure that your local paid search campaign is successful? Here are 3 factors that can help your paid search campaign generate clicks, leads, and traffic.
One of the essentials of an excellent local paid search advertising campaign is quality ad content and messaging. Search ads require quality content that is relevant to the keywords your audience uses and their searches. Google and other search engines have strict requirements on how much text you can have in your ads, how much text can be on the ad’s image, how big the images can be, so you need to make the most of the few words you have. For local display or social ads, the images are what will pique people’s interest and drive them to click on your ads in the first place, and like text, need to be relevant to the offer you are providing.
Here are some of the qualities your ad content needs to have to get clicks and leads:
So make sure that your content is precise, targeted towards the local regions you are focusing on, and addresses your audience’s intentions.
Another crucial part of any local paid search advertising campaign is the landing pages used for the ads. The landing page is the page your audience is sent to after clicking on your ads, and these pages represent the opportunity to convert potential customers into actual customers. Of course, you have a lot more freedom and options for a landing page’s content than the ads themselves, but you still need to consider each aspect of the page carefully.
Making a visually appealing landing page is vital, but visually appealing and designed to convert visitors are different. Here are some best practices and tips to ensure your landing page can convert visitors:
A landing page designed to convert visitors can generate more leads and improve your ROI on your advertising budget, and Google can reward you by placing your ads higher in search rankings and showing them more frequently.
As you determine the budget and content of your local paid search advertising campaigns, you want to make sure that the ads and landing pages you create will perform and work. Unfortunately, some businesses may come up with great ads and landing pages but end up surprised when their performance is subpar. So how can you ensure that the ad content and landing pages you create will perform? You can find that out through A/B testing.
A/B testing measures the user experience of two variants of a specific piece of content: A or B. For example, you create a landing page for your paid search campaign and want to know which color a button should be, green or blue. You can test the two different pages and see which version had more button clicks. More than a single element of your landing pages, you can also test ad headlines, descriptions, and more. Even simple changes to these factors can change the results of your campaign, from how many clicks you get to how many people convert and fill out a form.
When A/B testing your ad, make sure that you outline all of the variables you can test. You should also allow your ads to run long enough to gather a sufficient amount of data. A/B testing your paid search ads can improve your ROI by helping you figure out what content and elements your campaign needs to perform well.
If you want to learn more about local paid search advertising or need help starting your local paid search campaign, contact VIEWS Digital Marketing. Our digital marketing consultants have many years of experience crafting digital advertising campaigns. We can work with you to refine your paid search strategy according to your needs and budget. Contact VIEWS Digital Marketing today to see how a paid search advertising campaign can help your business today.