Local PPC advertising is like local geo-targeted SEO. You have to strike the right phrases for the right market. Suppose you are running a flower decoration service in Fontana, California. What has to happen for you to hold the best quality score possible and the lowest bids on your significant keywords to drive targeted traffic to your landing page? First, you have to create a well optimized landing page that forces people to click and convert. Obviously your sales will increase. If your landing page doesn't convert, there is no meaning in spending money to get traffic to it. Make sure that you have optimized your landing page to the best of your capability and putting your calls to action in the right place. Now you can set up your pay per click campaign. Use the same keywords that you are using for your landing page. Don't add complex keywords. Make sure that you are targeting the right geographic key terms. For instance, optimizing your landing page and PPC ad with "Orchid garland" won't cut it. You've also got to target them to "Fontana, California" residents. That means you have to add sufficient of the geo-targeted term to your landing page and pay per click ad content to make your quality score go up and bids for the keywords go lower. It sounds nice but it requires some testing from your part. Geo-targeting starts with the right keywords and ends with the right target market.

Labels: local PPC Optimization, pay per click