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December 27, 2006 |
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By: Louise Rijk - Bio - Blog |
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Local Online Advertising:
Local PPC Campaign Optimization
Paid local search advertising is expected to remain the fastest growing segment of local online advertising nearly doubling in size to $1.8 billion in 2007, according to Borrell Associates, a market research firm specializing in local advertising. The main contributing factor to this expansion is the growing interest by small businesses in local paid search advertising, which is driven by the growing number of web users who are searching online for local products and services.
Implementing a local paid search advertising campaign (PPC campaign) can benefit small businesses tremendously. However, keyword bidding for top-positions at the top auction-based PPC ad networks Google AdWord, Yahoo Search Marketing (Panama) and MSN adCenter can by expensive when keyword selection and ad copy is not optimized for the local audience. Even at the local level competition for the top spots in sponsored ad listings at those ad networks can be fierce. Proper keyword research and selection, ad copy writing and landing page optimization are key to running an effective local paid search advertising campaign.
PPC Campaign Targeting
First, lets cover the local PPC campaign targeting basics. There are three ways a local audience can be targeted though the Google AdWords, MSN adCenter and Yahoo Search Marketing ad networks:
- Geographic targeted campaign - Geographic targeting is the most common method used for local PPC advertising campaigns. Using this option, which is now available at the top-3 PPC ad networks Google AdWords, MSN adCenter and Yahoo Search Marketing, the search marketer simply selects the local audience for which the ads need to be displayed - state, city or customer defined area.
- Local keyword campaign - This method is most effective for search marketers who want to advertise local products or services to an audience outside a certain geographic location. A good example is a Florida real estate developer who wants to sell "Florida vacation properties" to a national and worldwide audience. This approach requires that the search marketer proactively selects the proper core keywords and local geographic modifier combinations and submit those to the campaign. Good examples are: "florida vacation properties", "hotels new york".
- Ads on local business listings and maps (Google only) - This option requires an account at the Google Local Business Center. When an account has been established the search marketer can write text ads that appear on a Google local area map within Google Local after a local search has been conducted.
In this issue we primarily focus on the most commonly used geographic targeted campaign option. When you use geotargeting make sure your PPC campaign is targeted to the local area you want by making use of the PPC ad network's geographic targeting option. With geographic targeting you can determine in which areas you want your ad to appear: state(s), cities or a user defined area. Geographic targeting often automatically inserts an extra line at bottom of your ad that indicates the local area you serve to. In addition, make sure to include the main keyword your writing the ad for in the ad header and ad text, when possible, in order to get the keywords in bold when the ad shows up in the search results. The latter will attract the searchers attention.
Relevant Local Ad Copy
Within the limited amount of space you have in your ad copy, be as specific as you can about the geographic area you are serving. This may not be easy as it reduces the ad space you have to get your offer and unique selling proposition across, but it makes the ad more geographically relevant. Try different words to indicate locations. States and city names are most commonly used, but you can try state abbreviations, counties, neighborhoods, even zip codes to specify what your area of service is. For instance, compare the following real estate ad for a local Coldwell Banker real estate office:
Coldwell Banker
Over 70,000 listings in New
England w/ photos & virtual tours.
Coldwell Banker Agency
5,000 local listings. Serving
Acton & surrounding towns.
The second ad is more relevant to a local Coldwell Banker real estate agency because it targets a specific location and area that is served.
Also try to make your ad copy speak to people in certain areas. People in big cities may not have their own transportation and they need to know whether your physical location is within walking distance or whether they can get there by public transportation. People in rural areas need to know whether you are located within reasonable driving distance. Different locations may mean people have different needs.
Ad Testing
All of these different options as to what you should try to include in your ads may be overwhelming. Luckily, you don't have to just guess which will be the best trade-off. You can now test multiple ads for the same keyword or keyword group in all of the major paid search networks. You can try different combinations of ad copy easily; use different offers and different text to specify what your location is. Try different combinations at the same time. Look at the click-through rate and conversion rates of the different ads, cull the ones that don't perform, and then run new tests of different ad texts. Testing ad copy can help you zero in on what the best text is and bring the strongest message to the customer.
Local businesses are starting to see the validity of search marketing, and the PPC paid search ad networks realize the opportunity that those marketing dollars offer them. The new ad networks from MSN and the Yahoo have joined Google in offering the local advertiser better options for PPC paid search advertising. Optimizing your campaign for your local business can be difficult due to the less than clear rules for increasing quality, but if you lay the right groundwork and test accordingly, you can save money and increase your reach.
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Clark University - Graduate School for Information Technology
Louise Rijk presents one-day seminar: "Ecommerce Web Sites and Online Marketing"
Jan. 10, 2007, Clark University, Worcester, Massachusetts. |
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Copyright © 1999-2006. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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