Local pay per click advertising is a lot like local geotargeted SEO. You’ve got to hit the right phrases for the right market. Let’s say you run a pizza delivery service in Montreal, Canada. What has to happen for you to capture the best quality score possible and the lowest bids on your important keywords in order to drive targeted traffic to your landing page?
First, you have to build a well optimized landing page that gets people to click and convert. The name is the game is increased sales. If your landing page doesn’t convert, there is no sense in spending money to get traffic to it.
After ensuring that you have optimized your landing page to the best of your ability and putting your calls to action in the proper place, it’s time to set up your pay per click campaign. Use the same keywords that you are using for your landing page. Don’t add extemporaneous keywords.
You also want to make sure that you are targeting the right geographic key terms. For instance, optimizing your landing page and PPC ad with “pizza delivery” won’t cut it. You’ve also got to target them to “Montreal, Canada” residents. That means you have to add enough of the geotargeted term to your landing page and pay per click ad content to make your quality score rise and bids for the keywords go lower. That’s not as easy as it sounds. It does require some testing on your part.
Geotargeting begins with the right keywords. It ends with the right target market. The two go hand in hand.
