If you run a small or midsize company in a major city, you probably have numerous nearby competitors. After all, the Census Bureau reports that Chicago is home to nearly 300,000 businesses! This can make it difficult to stand out in search results, even when you buy pay-per-click ads. Both local firms and nationwide chains compete for the attention of internet users who enter local keywords.
The good news is that you can increase clicks and boost sales with these five tips from a top Chicago PPC company:
Benefit from knowledge of the area
Refer to the city’s culture, geography or sports when you write ads. For instance, you could mention the White Sox and Lake Michigan. This will help convince readers that you truly run a nearby business; you don’t work for a big corporation with ad campaigns in cities across the nation. Try to avoid making controversial statements. If your firm serves two or more neighboring cities, create and customize separate ads for each geographic area.
Localize your search keywords
Likewise, try to bid on keywords that huge national competitors might have overlooked. You could use local nicknames for places, things or events. Think about including words that you rarely hear when you travel elsewhere. For example, Chicago magazine reports that Chicagoans often use the terms “Dopp kit” and “kielbasa.” Faraway internet users seldom enter these keywords or click on ads containing local verbiage, so they won’t waste your advertising money.
Mention your most unique offerings
List any area-specific products or services when you create the ad text. For instance, perhaps a neighborhood rock group performs at your restaurant and you sell Chicago-style hot dogs. You could also highlight goods that come from nearby manufacturers. If your business celebrates a local holiday like Casimir Pulaski Day, refer to the occasion in a limited-time ad.
This strategy will help differentiate your company from big competitors that offer identical services throughout the nation.
Boost your PPC ad’s credibility
If a nearby media outlet has featured your business, mention it in the ad. Be sure to choose your words carefully to avoid legal problems. You could also highlight a regional award, such as Illinois Family Business of the Year. Potential customers appreciate a phone number with the appropriate area and exchange codes. This will help your ad appear genuinely local while eliminating any concerns about long-distance fees.
If you don’t have a Chicago landline, think about buying a suitable virtual number and linking it to your existing phone number. Smartphone users can call you instantly when you put this contact information in a Google Ads call extension.
Launch a remarketing campaign
Remarketing campaigns only show your display ads to people who have previously visited your company website. This increases the likelihood that viewers actually live nearby. They’re familiar with your business, so they’ll pay more attention to the ads. Remarketing generally reduces the cost of online promotion while enhancing results. Google’s display ads don’t appear above or below its search listings. They show up on a wide range of websites, such as USA Today and YouTube.
The bottom line is that your PPC campaigns will stand out if you customize them for the local audience in multiple ways. Your firm can also benefit from optimizing various campaign settings. Unfortunately, many business owners gain relatively few sales from PPC because they don’t have the time or promotional expertise to manage ads efficiently.