Tips For Setting Up Your Bismarck, ND Businesses Local PPC Campaign

Bismarck, North Dakota—home to around 75,000 residents—isn’t just the state capital. It’s also a bustling economic hub serving Central and Western North Dakota. Surrounded by rolling plains and the scenic Missouri River, Bismarck offers a unique blend of small-town friendliness and city conveniences. At Emulent, we’ve helped multiple businesses succeed here by harnessing the power of local Pay-Per-Click (PPC) advertising. If you’re considering your first local PPC campaign in Bismarck, here’s our step-by-step guide to get you started on the right foot.

Know Your Bismarck Market

Government and Healthcare Drivers

As the state capital, Bismarck hosts a significant number of government employees. It also has a large healthcare sector, highlighted by major providers like Sanford Health and CHI St. Alexius Health. Many local consumers work in these fields, so strategies that target these professionals can be effective.

Emulent’s Tip:

• Offer promotions tied to government or healthcare workers. For instance, “Healthcare staff get 10% off” can generate goodwill and boost conversions.

Seasonal Fluctuations

North Dakota’s climate swings from cold, snowy winters to warm summers. People’s needs vary drastically across seasons. For example, winter might drive demand for snow-removal services, while summer sees a spike in outdoor gear and tourism-related activities.

How to Adjust PPC Accordingly:

• Use seasonal ad copy. (“Ready for Winter? Check Out Our Snow Blowers!”)
• Allocate a higher budget for peak seasons. (e.g., an outdoor shop might spend more during late spring and early summer.)

Define Your Goals and KPIs

What do you want from your local PPC campaign?

1. Lead Generation: Service-based businesses (like home contractors or real estate agents) might focus on phone calls or contact form submissions.
2. Store Visits: Retail shops in the Gateway Fashion Mall or Kirkwood Mall may want foot traffic, urging consumers to visit in person.
3. Online Sales: If you have an e-commerce site shipping nationwide from Bismarck, your objective could be more online transactions.

Emulent’s Tip:
Tie each goal to a Key Performance Indicator (KPI). For lead generation, track cost per lead (CPL). For store visits, monitor in-store conversion metrics or ask new customers how they found you.

---

Research Local Keywords

Skip the broad keywords that eat your budget without yielding local customers. Instead, focus on terms Bismarck residents actually search for:

1. Location Modifiers: “Hair salon in Bismarck,” “auto repair near Mandan,” “best pizza by the Missouri River.”
2. Neighborhood Focus: If you serve distinct areas like Lincoln or Fox Island, be specific in your ad groups.
3. Event-Based Terms: Bismarck hosts events like Street Fair, Ribfest, or the Downtowners German Days. If your services or products are relevant, create campaigns around these events.

Emulent’s Tip:
Check local Facebook or Nextdoor groups to see how Bismarck locals phrase their requests, or run a quick poll among existing customers. Real, on-the-ground language often yields the most cost-effective keywords.

Location Targeting and Scheduling

Geo-Targeting

Bismarck sprawls into suburbs like Mandan, but your business might only serve a particular radius. Perhaps you offer landscaping services within 20 miles of city center. In that case:

• Include your main service area.
• Exclude areas you can’t or won’t serve (far-off rural regions).
• Adjust Bids for certain neighborhoods if data shows better or worse ROI.

Ad Scheduling

If your bakery is busiest from 6 a.m. to 2 p.m., you might find it unnecessary to run ads late at night. Alternatively, if you’re a 24-hour plumber, running ads around the clock might yield emergency calls in the wee hours.

Emulent’s Tip:
Use historical data to see when conversions peak. Then allocate budgets accordingly. If you’re new, start broad, then refine over time based on real performance metrics.

Craft a Bismarck-Friendly Ad

Incorporate Local References

Let folks know you’re truly local:

• Mention Local Landmarks: “Located a mile from the North Dakota State Capitol!”
• Highlight Unique Seasonal Tie-Ins: “Keep cozy this winter in Bismarck—check out our new insulated jackets!”
• Emphasize Community Ties: “Family-owned in Bismarck for 20+ years.”

Use Clear Calls-to-Action (CTAs)

Don’t be vague. If you want them to call, say “Call Now.” If you want them to visit the store, say “Stop By Today on Main Avenue!” This direct approach resonates well in a city where personal interactions still matter.

Emulent’s Tip:
Experiment with variations, especially if you serve multiple sub-regions. Ads referencing Mandan might differ slightly from those referencing downtown Bismarck or Lincoln.

Build or Optimize Landing Pages

Sending clicks to a generic homepage often yields poor conversions. Instead, create localized, goal-focused landing pages:

• Headline Alignment: If your ad reads “Get Your Car Fixed Fast in Bismarck,” the landing page should reiterate that and mention your exact location.
• Local Photos: Show real images of your storefront, staff, or Bismarck landmarks to establish authenticity.
• Easy Contact Options: Display phone numbers prominently. For service businesses, consider a “Request a Quote” form that’s quick and user-friendly.

Example Landing Page Flow

1. Headline: “Bismarck’s Fastest Car Repair Service”
2. Subheader: “Serving the Local Community for Over 15 Years”
3. Bullet Points:
   • ASE-Certified Mechanics
   • Same-Day Service for Most Repairs
   • Conveniently Located Near Kirkwood Mall
4. Contact Form: Name, Email, Phone, Brief Description of Issue
5. Testimonials: Real reviews from local customers
6. CTA Button: “Get My Free Estimate”

Tracking and Analytics

No PPC strategy is complete without robust tracking:

• Conversion Tracking: Install Google Ads and/or Microsoft Advertising tags to track form submissions, phone calls, or purchases.
• Phone Call Tracking: If calls are crucial, use a tracking number. This lets you see which keywords drive the most calls.
• Google Analytics Integration: Monitor bounce rates, session duration, and user flow to identify potential landing page issues.

Emulent’s Tip:
Compare your online data with offline results. For instance, if your store sees a surge in visitors, check whether it correlates with an increase in ad clicks or impressions.

Expand to Other PPC Platforms

Most local businesses start with Google Ads, but consider:

• Microsoft Advertising: Bing and Yahoo users, though smaller in number, can still be valuable. Bismarck has older demographics in certain areas that might favor Bing.
• Facebook and Instagram Ads: Geo-targeted ads on social networks can be highly effective, especially for B2C or visually appealing businesses (e.g., restaurants, boutiques).
• Local Directories: Platforms like Nextdoor focus on neighborhood-level interactions, ideal for hyper-local visibility.

Emulent’s Tip:
Each platform requires unique creatives and budgets. Don’t spread yourself too thin. Master one, then branch out incrementally.

Leverage Bismarck’s Community Spirit

Finally, remember that Bismarck values community ties. Whether it’s supporting local sports teams or participating in civic events, people here appreciate businesses that invest locally. Incorporate that into your PPC strategy:

• Highlight Local Partnerships: “In partnership with Bismarck Bobcats Hockey.”
• Showcase Sponsorships: “Proud sponsor of the local 4H Club or the Bismarck Marathon.”
• Offer Local Deals: “Exclusive discounts for Bismarck Public School teachers.”

This approach not only earns trust but also sets you apart from national or out-of-state competitors who lack local authenticity.

Key Takeaways

By tailoring each step of your PPC campaign to Bismarck’s local nuances—government and healthcare sectors, changing seasons, and community values—you’ll foster trust and earn higher conversions. At Emulent, we’ve witnessed how businesses that invest time in understanding the local audience often see stronger, more sustainable growth. With a steady hand on the PPC wheel—and a keen ear to Bismarck’s community pulse—you’ll be well on your way to successful advertising in North Dakota’s capital city.