They say all politics is local. The same holds true for digital advertising. Whether your brand has one location or one thousand, there are proven localization strategies all businesses can use to drive more customers from AdWords and Facebook campaigns.
As mobile-first consumers move between online and offline channels, you must optimize local paid search campaigns at every touchpoint to make it easy for them to convert through their preferred platform. These tips, as covered in our recent on-demand webinar, will help you localize paid search and Facebook ads to generate more conversions and revenue.
Target Audiences Based on Their Location
In order to reach audiences within your geographic service area, implement geo-targeting in your AdWords and Facebook targeting settings.
Start by analyzing information about your customers already on hand within your CRM. Look at things like city, state, or zip code to determine where your customers, or best conversions, are located.
In AdWords, set targets for those categories at all different levels for more or less granularity. This approach allows you to focus ads on locations that generate business, and avoid targeting areas that fall outside of your service area. You can also exclude or reduce bids on locations that don’t have a high conversion rate so you don’t waste ad dollars.
You can also target audiences based on their location via Facebook data. With Facebook location targeting, create multiple campaigns for different cities for a streamlined view of your data. When determining location targets, you can also upload a custom audience list of your existing customers or prospects from your CRM to retarget audience members who also fall into your set location parameters.
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Create Location-Specific Ad Content
Ad copy is another great way to showcase your local presence and encourage consumers to call your business. Consumers prefer ads that are personalized to their city, zip code, or immediate surroundings. Ensure the language in your ads speaks to the location you are targeting. For example, including a word like “Chicago” tells consumers you’re in the same city as they are, implying quality, local service, and a more positive brand connection.
Schedule Your Ads During Open Business Hours
You want customers to be able to reach you while they are on the go, but also when you’re available to serve their needs. A recent study from DialogTech’s research team revealed that nearly one in five calls driven by paid search goes to voicemail. These are wasted dollars and opportunities to turn callers into customers.
Ad scheduling helps ensure your ads are only displayed when you are open. Run ads during normal business hours when you are available to answer the phone to ensure high-value and high-purchasing intent customers are not calling and being sent to voicemail.
AdWords makes it easy to choose the days of the week, weekends, and times ads are published. Facebook allows scheduling for each ad set. Be sure to align your AdWords and Facebook ad schedules for consistency.
Want to learn more? We recently took a deep-dive into 10 strategies that generate more conversions and revenue through local paid search and Facebook ads. You can view the on-demand session to get the rest of our tips to optimize your local campaigns at every touchpoint.