Lindsay Christensen
This is the second part of our eight-part series on mastering PPC.
When running a PPC campaign, you need to consider which locations you’re going to target in order to be successful. Here are four tips for determining locations to target:
1. Identify Where You Conduct Business
Do you go to your customers or do they come to you? If you go to your customers, how far can you travel until your ROI starts to drop off? If customers come to you, consider how many similar businesses they will pass in order to get to you.
2. Consider Follow Up Appointments
While many customers may be willing to drive a little further once, they might be less willing to drive a long distance for follow up appointments, which is especially important to consider in the medical industry.
3. Choose a Radius
In my experience, choosing a radius versus handpicking cities, designated market area (DMA), or state targeting has proven most successful. This is a Goldilocks scenario: You can’t choose a radius that is too big, and you can’t choose a radius that is too small.
4. Don’t Include Your Outliers
Forget about the one time that a customer came from 89 miles away to visit your business. Stick to an area that represents the majority of your customers for your PPC campaigns rather than spending your budget on a larger area just because you’ve had a few customers travel from outside your typical radius to make a purchase.
Choosing the right location to target for your search ads is critical for a successful PPC campaign.
Read More from Our Mastering PPC Series
- Choosing Your Focus Keywords
- Creating Compelling Text Ads
- Creating Better Landing Pages
- Determining the Right Budget
- Optimizing Your PPC Campaign
- Creating a Mobile Strategy
- Measuring ROI
Lindsay Christensen
