Are you getting returns on your local paid search investment? It can be challenging without a clear strategy and applying best practices. Often, local businesses attempt to do this through Google Ads but fall short of achieving ROAS (return on ad spend).
So, what’s the secret to ROAS with paid search? Let’s find out.
The Local Paid Search Landscape
First, it’s important to define the local paid search landscape. Approximately 46% of all Google searches include something local. The reality is that if people need a local service or product, they start with a search. If you want to gain traffic and leads, your business needs to be on that front page. Ranking organically there can be a goal, but your presence on paid search ensures that you always will be.
Winning with Local Paid Search and Reaching ROAS
Consider these tips to get the most out of your local paid budget.
Create a Local Search Strategy
First, you need to build a strategy that focuses on local paid search. Localization of your search ads and the landing pages that users will arrive on after click is critical.
You need to ensure that you include location-based information like addresses and ZIP codes. Without this, your content will be too generic, and users may not click. Also, determine how you’ll update content to reflect this and what areas you want to emphasize the most.
Your strategy will also depend on keyword targeting. Some industries have very high bids for keywords because of competition. You might find that’s not feasible. Try to focus on long-tail keywords. Doing this gives you an advantage because:
- There is less competition among these keywords.
- Bidding costs are less.
- Those searching with these have a higher buyer intent since they are very specific.
In addition to identifying keywords to target, you’ll also want to submit negative keywords to avoid ending up in results that don’t benefit you.
Be Mobile First
Most local searchers are doing so on their mobile devices. Thus, you need to tailor your plan to be mobile-first. That can mean using extensions on search ads like click to call for user convenience. It also means that your website design responds accurately based on the device type and creates an excellent mobile experience.
Check Out the Competition
To achieve ROAS, you’ll be facing local and national competition. You need to stand out in the search results to get the click. Investigate the playing field by looking at their ad copy and website. Then compare that to your strategy. You should be able to identify their weaknesses, and you might want to play up these differentiators in our ad content.
Analyze Data and Make Changes
Paid local search is a long-term tactic for businesses. You need to run experiments, collect data, and then make changes. From data, you’ll be able to discern what keywords are working for you, what copy resonates most with users, and if your landing page is creating conversions.
Get Local Paid Search Right with AQ Marketing
Paid search is a complex digital advertising element. You want to make the best use of your budget dollars. The best way to do this is by hiring a digital marketing agency to manage it. Our paid search experts will do all the work to launch your campaign. Then you’ll receive regular reports on ROAS.
Get started today by telling us how we can help.
