Getting Started With PPC: Manchester Businesses
If you’re eyeing the bustling tourism scene in Manchester to set up your next PPC campaign, you’ve picked an exciting market. Manchester has long been a hub for cultural and musical experiences, with tourists flocking to the city to explore its rich history and vibrant nightlife. To put the cherry on top, crafting ads that catch the eye is crucial to standing out in such a dynamic landscape. With so much on offer, a well-planned PPC strategy can help your business draw in the crowds and make the most out of what Manchester has to offer.
Getting started might feel a bit overwhelming, but that’s where we’re here to help. This guide will take you through the essentials needed to set up a PPC campaign that truly resonates with visitors looking for the best experiences in Manchester. From understanding who your audience is to choosing the right keywords, you’ll get the lowdown on making a strong start. So, let’s jump in and look at what makes a campaign not only tick but flourish.
Understand Your Audience
The first step is getting to grips with who your audience is. In Manchester, tourists range from football fanatics keen on visiting Old Trafford or Etihad Stadium, to history buffs eager to stroll through the Manchester Museum. The key is to understand what draws these visitors in. Use tools like Google Analytics to uncover the demographics of tourists visiting your website. Are they mostly families or solo travellers? Do they tend to book well in advance or on the spur of the moment? Knowing this will help you tailor your PPC ads effectively.
Research Local Keywords
Manchester is packed with notable landmarks, from the stunning John Rylands Library to the lively Northern Quarter. But your PPC campaign needs the right keywords to capture interest. This means using keywords that are not only relevant to your services but also resonate with potential tourists. Keywords like “Manchester tours”, “Manchester history walks”, and “best Manchester nightlife” can be effective. Use Google Keyword Planner or other tools to discover what works best and keep an eye on local trends.
Craft Compelling Ad Copy
Your ad needs to shout “click me!” from the rooftops amidst the crowded Manchester landscape. Focus on the unique selling points that make your offer stand out. Highlight ticket discounts or exclusive guided tours of iconic places like the Imperial War Museum or a night out in Spinningfields. Be concise, clear, and make sure to include a strong call to action. Words like “book now” or “limited spots” induce a sense of urgency that may encourage potential customers to take action.
Utilise Ad Extensions
Ad extensions can be a game-changer, so get familiar with them if you’re not already. They offer additional opportunities to include more information in your ad, like phone numbers or links to specific destination pages. For tourists in Manchester, location extensions can guide them to your physical storefront, while callouts can shine a spotlight on unique features. Make good use of these extensions to provide as much value and information up front, making it easier for potential tourists to choose you.
Monitor and Optimise Your Campaign
The best campaigns are those that adapt. You’re not done once the ads are live; rather, that’s when the real work begins. Keep a close eye on how your PPC efforts perform. Look for patterns in the successful ads and spot those that aren’t pulling their weight. Use A/B testing to refine your campaigns, tweaking ad copy, and adjusting bids based on what you learn. The more flexible you are in response to the data, the better you’ll perform over time.
Leverage the Local Scene
Manchester offers plenty of local festivals and events that could be your ticket to success. Things like the Manchester International Festival or the annual Christmas Markets draw tourists in droves. Aligning your campaign with these events can boost your visibility. Suppose you’re running a campaign in October 2024—why not leverage the Manchester Literature Festival? Tailor some of your ads to attract literary enthusiasts visiting during the festival.
Budget Wisely
Finally, let’s talk cash. Money talk isn’t the easiest, but it’s crucial. Determine how much you’re willing to spend and spread it over different areas like search ads or remarketing. If you notice higher returns from a specific type of ad or keyword, reallocate your budget accordingly. And if you’re just starting, don’t shy away from seeking help or reading up to make informed decisions for your ad spend.
Running a successful PPC campaign in Manchester’s buzzing tourism scene isn’t a roll of the dice. With careful planning, local insights, and a strategy that evolves, your business can thrive. If you need expert help, Wired Media specialises in PPC Management in Manchester to give your campaign that extra edge.
