A website analysis is important not just for design or SEO but also for local PPC. Why? Because your site is your digital store and billboard to the world. So you want your site to have all the information your consumer needs, from business information (your address, phone number, history, etc) to the product and/or services that you offer.

Additionally, in order to run an effective local PPC campaign, your site needs to be 100% functional based on Google’s standards and must be relevant to the audience you are targeting through marketing and the search terms and keywords within your campaign. Why? Because Google assigns a Quality Score to every keyword you bid on and site quality and relevancy are factors that play into this. Quality Scores are one of the components of Ad Rank that, along with competitor bids, Google utilizes to calculate what CPC (cost per click) you must pay each time someone clicks your ad.

Keywords are the backbone of your local PPC campaign. They are the fundamental link between your ad and your audience that you want to drive into your building. We can refine targeting based on audience, demographic, location, and many other components and intelligent data, but keywords are what “filter” that audience through. So in order to effectively advertise to the right audience and fill your store with the proper customers, we need to know what keywords to target and test.

Though the bulk of the keyword research is done upfront, keyword research is an ongoing exercise performed through Search Term Report, competitive, and landscape reviews. These regular reviews lead to keyword and negative keyword additions as well as bid adjustments.

Local PPC ad copy needs to be creative and different to attract the audience you want to drive in store. Additionally, the local PPC ad copy must be tailored to your business messaging and branding. Finally, the local PPC ad copy should follow Google Ads best practices to not only capitalize on maximum Google and search partner real estate, but also to be highly relevant to the search terms you are assigning the local PPC ad copy to.

But it doesn’t stop there; ongoing testing and optimization are part of the local PPC ad copy process. A/B split tests are done within each keyword theme to identify the highest performing ad. We always have one base ad and one test ad competing with each other to maximum value, leading to high CTR (click through rates) and lower CPCs (cost per click) over time.