7 Mistakes Blocking Your Local PPC Campaigns’ Success

Adsbot Growth Team
Author
Failing to Understand Your Audience

When you run a local PPC advertising campaign for a small business, it can be easy to think you’re managing the bids, the ads, the landing pages, etc., of each PPC campaign. So, it might be surprising to hear that you shouldn’t primarily focus on those.

What you need is to understand your client’s expectations about their advertising. Afterwards, you create campaigns and tracking systems to achieve the client’s goals.

That’s the nature of the following seven local PPC  mistakes; we’ll uncover their importance through each of the points. So, stay with us if you want to understand the big picture of providing what your clients want.

 

Failing to Understand Your Audience

You should comprehend your audience’s perception if you want to come up with a killer ad copy; to do so, you must understand your audience on a profound level. One of the biggest local PPC campaign mistakes is not doing enough research on your target market. First, if you’re doing local PPC advertising, you must target a specific region by setting up geotargeting or geofencing. Nuances in the preferences and habits of locals may significantly affect your campaign’s success.

You should spend some time understanding your clients’ audiences before you begin creating campaigns if you want to avoid this mistake and get far better results for them. Most business owners are intimately familiar with their clients’ needs. In a sense, they are their business. Therefore, you can gain valuable insights from just chatting with a business owner for 15-20 minutes.

Let’s assume that you have a gaming laptop distributor client who aims to increase sales in a specific region. In that case, reach out to team members who work in physical stores—if they have any—to get feedback to understand the demographics and buying habits of shops’ visitors. Of course, if your client doesn’t have brick and mortar retail stores, you can always try to find local market reports on the Internet. In addition, try to get information on other consumer behavior related to gaming laptops. For example, knowing your target audience’s preferred software and hardware may help you write compelling copies and create effective landing pages with matching offers with customer demands.

 

Not Focusing on the Right Metrics

It’s not just about ad copy and location targets for getting insight into your audience. To create a successful advertisement, you need to know your audience’s problems and offer a solution. To do that, it may be necessary to look past some early funnel or “vanity” metrics to focus on the end goal and what the client wants out of the project.

It’s up to your industry, even your business model, which are your campaign’s right “vanity” metrics. So, as expected, a local store’s metrics will differ from an eCommerce site.

 

Making Decisions without Considering Statistically Prominent Data

Data drives PPC advertising and optimization, but you achieve neither in your campaigns unless you have enough data. In local PPC marketing, it is especially problematic because local PPC campaigns are targeted to location-specific audiences, which means fewer clicks and conversions to monitor.

It is often difficult to make statistically valid decisions because there are few conversions to measure. However, you could choose from many strategies regarding the nature of your campaign and business—ranging from being patient until you have enough data to executing an A/B testing strategy to validate your decision.

 

Looking at Your Data from a PPC Performance Point of View Instead of Profitability Perspective

When you work as a PPC marketer for an agency, your clients are experts in their industry, but not experts in the mechanics of launching and optimizing campaigns. In contrast, you may be the master in PPC mechanics, but you probably aren’t an expert in your client’s line of work. As a result, when analyzing PPC campaign data it is easy to overlook important information about your client’s business. 

From a marketer’s point of view; a campaign may kill it. But when you turn to your client they may have a couple of comments to make, such as asking why they can’t sell a particular product.

Clearly, there’s a gap with your perception against client’s. In one frame, the data tells one story, and it’s a tremendous success; in another, if your goals are different from those of the client, it might be a failure.

 

Not Using Time-saving Tools

Scaling up a local PPC agency is essential to success. Obviously, some custom work will still need to be done, but the more you can automate, the better.

The performance and efficiency of PPC management are playing off each other now. Consequently, it is essential to be proficient in both.

You can spend more time examining your clients’ needs if you are able to automate bid edits and ad budgets, for example. Alternatively, you can spend more time testing new ad formats, such as Local Service Ads, doing competitive research, and learning about new features of Google Ads.

 

Managing Your Budget Insufficiently to Make It to the End of the Month

Human PPC managers face this issue quite frequently, and even Google itself has issues from time to time.

You may run out of budget while trying to use all the available conversions before finishing the month. There is no perfect way to manage search volume and campaign performance vagaries in Google Ads. However, Adsbot can help you with that issue. On one hand, it can automate most of the processes and save you time, also it can manage your budget more efficiently so you won’t be short of cash halfway through the month.

Having to deal with this situation can be quite challenging, especially during the holidays or at times when search traffic is irregular. Nevertheless, these times often coincide with when advertisers hope to see the most exposure for their ads.

It is tough to compete with advertisers who could manage PPC budgets through the end of the month. Since their competitors have already spent ad budgets for the month, they cannot bid. Advertisers who manage their budgets well can do exceptionally well in comparison in a scenario like this. They enjoy low bid prices, increased CTR and conversions.

 

Ignoring Geofencing

If your PPC campaign management is automated, geofencing is another type of campaign you can set up—and something you have the time to do.

You can mark on the map where your competition is in your area if you want to win clients who prefer your competitors. Once someone’s smartphone is turned on in the target zone, they become eligible to receive your advertisements on their mobile device.

Assuming that you have a laptop retail store, when someone goes to another computer shop that has similar products to yours, your ad will show and notify your potential customers of your campaign and special offer. Then, it will then track if people see the ad and respond to the offer.

To avoid the abovementioned mistakes and execute solid digital marketing strategies requires effort and time. Still, you can decrease and optimize that time by utilizing Adsbot, which allows you to automate critical processes when you run a campaign.


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