Running low on ideas for Keyword Expansions for your Pay Per Click campaign? Consider adding location terms! Geo-targeted keywords are a great way to capture additional traffic while improving CTR and other important metrics. Simply start by determining your top-performing keywords and branded terms. Export or copy these terms to Excel and append locations to these keywords. Next, build out a new campaign based on the new location keywords you’ve created.
Adding location-targeted keywords will provide you with more opportunities to capture additional impressions and clicks. You will also be able to provide location-targeted ad copy to a user based on their search, improving your ability to capture the customer’s attention. Below are some additional tips and suggestions for using geo-targeted keywords:
1. Choose the right locations – Where is your product or service available? Where would you like to receive more visitors from? If you have physical stores, where are you located and how far do your customers travel to get to you? Based on your answers, you can determine what locations to append to your keywords. For example, if you own a frozen yogurt shop in Seattle, Washington. You may only want to append locations within King County.
On the other hand, you don’t want to append a location to your keyword if your service or product isn’t available there. For example, if you deliver your product to every state other than Hawaii, you wouldn’t want to add Hawaii to your keywords.
If you want your ads to attract visitors from many locations, you could start by appending the most populated cities or cities from where you would like to receive more visitors.
2. Country, States, State Abbreviations, County, Cities, Zip Codes – Be sure to test out different levels of locations, such as country, state, state abbreviation, county, city and zip codes. Using the same frozen yogurt shop example above, examples of keywords based on these levels could include:
Frozen yogurt Washington
Frozen yogurt in WA
Frozen yogurt King County
Frozen Yogurt in Seattle
Frozen Yogurt 98102
3. Combine locations – Test out combinations of locations, such as City + State or City + Zip. Using the same example above you could try keywords such as:
Frozen yogurt shop Seattle WA
Frozen yogurt in Seattle 98102
4. Some locations have different names – When choosing locations to append, keep in mind that some cities may have popular nicknames (Motor City, Big Apple, etc.) and that some cities may be referred to by a neighborhood name. Also consider variations on spellings and abbreviations. For example, Fort Worth can also be called Ft. Worth and New York City is popularly referred to as NYC.
5. Beware Homophones! – Some state abbreviations and cities can have more than one meaning. Examples include IN (Indiana and In), OR (Oregon or Or) and VA (Virginia or Veterans Affairs). Also, there are some city names that exist in more than one state/country. For instance, there are over 30 different cities in the US with the name “Bellevue”. So, be sure you have the proper geo-targeting setup in campaign settings and make sure you are targeting the right location in your keyword.
6. Concatenate – Once you have a list of locations that you want to append to a list of your keywords, use the concatenate function in Excel to create your list of new keywords.
7. Ad Copy – Organize your location keywords into tightly themed ad groups. Then, write ad copy that is relevant to the location. This is a great way to target your customers with highly targeted ad copy. Also consider using Dynamic Keyword Insertion in your ads where it makes sense.
8. Use Search Query Reports and Sales/Conversion History – People are already searching by location. Reviewing your search query reports is great way to see what people are already searching for and what locations convert well.
Also consider reviewing any sales or conversion data your business has to see where your customers are located. If you find that many of your customers are coming from a certain location, you could focus on those location keywords.
9. Match Types – Modified broad match and phrase match is a great place to start but don’t be afraid to test out other match types for your new keywords.
10. Brand Terms – In addition to appending locations to top keywords, you could also test adding locations to brand terms. Adding locations to a brand term can help make your company look more local, even if you are a national brand. Examples include:
Yogurt Emporium Seattle
Yogurt Emporium Seattle, Washington
The tips and strategies above will provide you with a good place to start. Always keep general campaign building best-practices in mind and never stop testing out more variations on your keywords!