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Bing Ads PPC goal series: 4 tips to increase walk-ins

bing ads ppc goalHave you ever watched those baking competition shows where the hopeful contestants say that if they win, they'll use the prize money to open up their very own shop? For most of those small business owners, they're making their cakes, cupcakes and doughnuts out of their own kitchens at home. Sales are based primarily on word-of-mouth and, for the more marketing savvy, advertising for catering services.

To have a brick-and-mortar storefront is a dream for many entrepreneurs who aren't standing on firm enough ground to quit their day jobs just yet, so if you're at the point where you've got a physical location where customers can visit you, you should absolutely be taking advantage of every opportunity you have to drive potential customers through your doors. Given how ubiquitous smartphones are now -- nearly 2/3 of Americans have them -- being able to reach people who are looking for the products and services you offer at exactly the right moment when they're searching for businesses like yours is crucial.

Here are some quick tips to bring people to your store using Bing Ads:

1.) Use Location Extensions in your ad. Showing your potential customers that you're local through displaying your address and a link to directions is a sure fire way to get their attention when they're researching online for a store to visit in person.

2.) Target your local customers. This may be a no-brainer for anyone that sells exclusively to a local clientele, but for others that serve both local customers as well as offer shipping to other locations, it might not be as obvious. If the latter describes you, consider setting up a campaign specifically to drive in-store traffic with tight targeting only on your immediate vicinity. If you have more than one location, create a separate campaign for each and keep an eye on what works best so you can duplicate the most effective keywords and ad copies to your different audiences.

3.) Create key phrases that marry your top keywords with your location. This is especially important for businesses that thrive on tourism; many of your potential customers will be searching for local resources from an area that's not local. For example, my husband and I do a lot of traveling for concerts... if the destination is a kid-friendly one, we'll bring our 3 boys along for the trip and will do some research on things we'd like to have nearby the concert venue. We're currently planning a road trip in July and I've already searched on phrases like "family friendly restaurants Bend OR" and "hotel pool Les Schwab Ampitheater Bend OR."

4.) Use Sitelink Extensions to highlight a map or store locator on your web site. If your web site is equipped with features like these that shine a spotlight on your local appeal, make sure you're making them obvious in your ads by adding them in your Sitelink Extensions.

For more information on how to drive more in-store traffic with Bing Ads, check out the page of the same name here in the "Solutions" section of the Bing Ads site.