How Do You Integrate Local PPC Into Global Campaigns?

There are companies successfully running local pay per click campaigns even though they are national or international companies running global search marketing campaigns effectively. How are they doing it?

First, they are not mixing and matching global search and pay per click advertising efforts with local marketing efforts. They are running separate campaigns. Here’s how I’d recommend integrating your local PPC campaigns with your global campaigns:

• Make a list of keywords you want to target
• List your markets
• Build a separate landing page for each market and each set of keywords
• Set up a separate pay per click campaign for each market
• Optimize your PPC campaigns and drive traffic for sales conversions at each landing page

What you want to do is treat each landing page and corresponding ad as one unit and optimize that campaign by working on improving your quality score. That means paying attention to landing page issues as well as ad content issues that affect quality and drive traffic. You are optimizing for local conversions. Keep it focused on that.

This doesn’t mean you have to abandon your global marketing efforts, but keep in mind that your global pay per click advertising campaigns are separate from your local efforts. Don’t water it down by mixing the two.