In the first “Localize It” Paid Search blog series, I offered recommendations on how to evaluate your business needs to begin creating or optimizing toward a “localized” paid search account structure. Just in case you didn’t memorize Part 1, below is a brief recap:
Why Should I Localize?
To create the most personalized user experience for your customers and prospects with effective keywords, relevant ad copy, and engaging landing pages.
Where Do I Start?
Determine answers for the following questions:
- What cities/regions do we serve?
- How many locations do we have?
- Do all locations have the same promotions/offerings, etc?
- Are we hitting our campaign budget caps within our current structure?
What Should I Audit?
- Location Targeting Settings (what location/s are my current campaigns targeting)
- Geographic Report (what locations are driving the majority of traffic)
- Search Query Report (what localized keywords are being searched)
Once you have a solid grasp on the lay of your paid search land, you will be able to start structuring for local.
Although not all accounts are created equal, I’ve provided a structural guideline below on how you can organize your campaigns.
For reference purposes and because bacon is awesome, I will use the example advertiser – Cristie’s Bacon Shop.
The shop sells all things bacon; bacon, bacon shirts, kevin bacon shirts, bacon gifts
The shop has three brick-and-mortar store locations in Manayunk, PA, Wilmington, DE and Cherry Hill, NJ
The shop has an e-commerce website that ships locally
Localizing your structure will allow you to better understand the power of “geo” indicative keywords (e.g. bacon stores philly, cristie’s bacon manayunk) and allow you to gain better control over search queries, landing pages & ad copy. I’ve outlined my recommended structure below on segmenting your account to optimize for local.
Paid Search Segment Organization Chart
Campaign Segment 1: Brand
- Branded only keywords
- Branded ad copy
- Homepage or category/product specific landing pages
Campaign Segment 2: Brand Local
- Branded keywords with “geo” indicative terms
- Branded, localized ad copy
- Homepage or category/product specific landing pages; create localized landing pages for testing
Branded Segments 1 & 2 will typically deliver the highest ROI and reach “bottom of the funnel” searchers that are aware of your brand and are most ready to take action.
Campaign Segment 3: Non-Brand
- Category/product keywords
- Brand keywords should be added as negatives to this segment
- Category/product specific ad copy; can test branded and/or localized variations
- Category/product specific landing pages
Non-Brand Segment 3 will likely be your most expensive segment in terms of ROI, however these broader search terms will help to increase brand awareness among competitors. This segment is also a great way to research new keyword opportunities and test ad copy variations.
Campaign Segment 4: Non-Brand Local
- Category/product keywords plus “geo” indicative terms
- Localized product/category ad copy; can test branded variations
- Category/product specific landing pages; create localized landing pages for testing
The Non-Brand Local Segment 4 will help you better understand the value of “geo” keywords. You can expect this segment to reach slightly more qualified prospects than Segment 3 Non-Brand, as these searchers are looking for localized service. This segment will allow you to cater ad copy and landing pages at the local level to create a more personalized experience while still prospecting for new customers.
Tips for Optimization
- Pull frequent search query reports to ensure search queries are being funneled into the correct segment
- Utilize Non-Local segment search query reports to mine for new “geo” keywords
- Set up ad groups by match type for better control of bids
- Utilize dynamic keyword insertion in ad copy for Phrase & Exact match ad groups for the Local segments if the account grows and scales
- Add location exclusions to regions you do not service
- Take advantage of Location Extensions for brick-and-mortar store information