Custom but Different Keyword Strategies
National and local campaigns are dissimilar in terms of keyword choice. Think about two businesses marketing Custom-made suits for men. One marketer may come to a decision to focus on the state of Washington while another may want to take on a National campaign in the US. The keyword choice and bidding development would be certainly different.
In national campaigns the expenditure may be more aggressive in view of the fact that more businesses may be bidding on the similar keywords for that region. Local campaigns might have less traffic volume and usually the cost per click is slightly higher due to the fact that you are going to compete on a smaller amount of ad slots. For example, one advertiser may want to bid heavily for keywords along the lines of “Custom-made suits for men” and “Washington”. The other business may desire to limit that to “Custom-made suits” and maybe “order now”. The expenditure and competitiveness of the keywords will be different and usually the cost ends up being higher on local searches (but that’s not always the case).
Make Sure to Analyze the Market for Product or Service you Offer
Your decision to decide between a national or local campaign should be profoundly determined by the type of service or product that you offer. It would be a disaster if a small Tailor for custom-made suits based in Washington decided to begin a National pay per click campaign. you might end up using up a big budget for poor results! A national campaign in this case would be a misuse of advertising funds and would damage ROI.
On the other hand, this is not at all times the case for undersized companies. In the case of a highly exclusive design firm of custom merchandise, people may not have any issue with traveling to your location and purchase that one of a kind merchandise. The perceived value of the company to the consumer determines how distant the consumer is eager to go. This will also help you determine what areas you have to target with your PPC campaigns.
Select your Audience Wisely
Consider the campaign goals and your target viewers prior to you putting into practice a national or local campaign. The viewers you select to share your advertisement with can have a big effect on the efficiency of your paid search or display network campaign. Think about the profit and drawbacks both strategies present you before investing your advertising funds in either method.
Some Additional Tips
1) For local campaigns make sure to include the name of the location in the ads
2) Nothing prevents you from breaking down a national campaign in smaller local campaigns to create custom ads and landing pages
3) No matter what type of campaigns you are running, make sure to align ads, keywords and landing pages. Results will be much better
4) Use call extensions, sitelink extensions and location extensions. They will help boost you results and generate more clicks
5) Ads with prices, shipping information and clear call to actions perform better. If you are local try some ads that have the goal to convert on-line traffic to walk-in customers.