PROBLEM and OPPORTUNITY
“Dayton Flush Widgets” beats “Flush Widgets”. In Dayton.
Relevance (more specific keywords and ads) is good. Geographic relevance, in particular, is even better. Geography is always relevant (when your customer is searching google) because your customer always considers his or her location to be quite relevant. To them.
What do we mean by geographic relevance? We are referring to creating campaigns specifically targeted to one geography. One zip code, one county, one city, or one state for one campaign. And by campaigns, we mean everything: adgroups, ads, extensions, keywords. Even negative keywords. An example of such a keyword would be: “Real Estate Lawyer 77069”. In a campaign created specifically for the zip code 77069.
For example, if you are trying to sell Flush Widgets in Chicago using Google Ads:
- The keyword “Flush Widgets”, in a campaign targeted specifically to Chicago, will beat the same keyword “Flush Widgets” in a campaign targeted nationally. In Chicago (not elsewhere).
- The keyword “Chicago Flush Widgets” in a campaign targeted to Chicago will beat the keyword “Flush Widgets”. In Chicago (not elsewhere).
- Ads targeted with content for Chicago buyers will beat ads with generic/national content.
In fact, people who include geographic search terms (including the ubiquitous “near me”) are significantly more likely to be buyers than people who don’t. Yes, your results may vary. And it is easy to trip the ominous “Low Search Volume” (that’s where Ads decided that your keyword “Booneville Flush Widgets” was a little too obscure to run). But when it works, you can get some really cheap conversions.
Question: How to fix an underperforming campaign?
So, how do you take a campaign that generates a lot of expensive clicks and a few (unprofitable) conversions and turn it into a monster that can generate more conversions while costing less (fewer/cheaper clicks)?
Well. That is the challenge that virtually everyone in the PPC game faces. Every day. And the answer is: Relevance. More specific keywords, ads, extensions. And the easiest source of this relevance to tap: Geography.
The difference this can make can be difficult for some to really comprehend. So think of it in terms of your (potential) customer who’s typing search terms into Google and looking at the old SERP (search engine results page).
He/She typed: “Golf Driving Range 90210”. 4 ads show up. Three of them say they’re nice driving ranges in Los Angeles. However, thanks to the CampaignCloner, one of the four ads says:
Beautiful Golf Driving Range – Just 1.73 miles from 90210
Answer: Feed it to the CampaignCloner.
The CampaignCloner takes one campaign (your SourceCampaign) and let’s you create a separate campaign for each geographic market (your TargetMarkets: a set of states, cities, zip codes, counties). In addition to cloning your campaign for each geography in your TargetMarkets file, it also provides the ability to customize your keywords, ads, and extensions for each geography.
This customization can be as simple as adding the city name (“chicago flush widgets”) or as interesting as featuring your local store location or hours and time zone. Or how far you are from the customer’s zip code.
If you are using a landing page server solution (such as Unbounce or Leadpages or Instapage), the CampaignCloner makes the cloning of your new market landing pages as simple as customizing your ads or keywords.
The CampaignCloner makes the design, creation, management, sharing, and testing of these sets of campaigns easier than you can imagine. And possibly even fun!