4 Keys to Building a Strong Local Paid Search Strategy

As consumers across demographics increasingly adopt mobile technologies such as smartphones and tablets, the demand for information “on the go” continues to skyrocket. This ever-increasing demand means that national brands that rely – even slightly – on local execution need to build and implement effective and scaleable local search strategies.

Here are four key elements to keep in mind while building your brand’s local search marketing strategy:

1. ORGANIZE YOUR CAMPAIGN STRUCTURE
The organization of your brand’s local paid search campaign structure should be based on both how your locations are segmented and how you plan to allocate location-specific budgets.

For example, if your brand has multiple distribution locations within particular markets, metro-level targeting may be all that you really need. However, if your brand has only one location per market, your brand might want to consider zeroing in on particular zip codes that are serviced.

2. BUILD A COMPREHENSIVE SEARCH STRUCTURE AND KEYWORD LIST
To improve efficiency across the board, your brand should develop and implement a comprehensive search structure and keyword list across all markets and locations. Grouping multiple campaigns into location-based groups for localized optimization will allow for customized bidding strategies per market.

3. CUSTOMIZE YOUR MESSAGING FOR EACH MARKET
For national brands with multiple locations, promotions tend to be customized based on competition within that market. Coordinating search words, messages, and key phrases with other local marketing tactics (TV, radio, print, etc.) will allow  your brand to capitalize on the buzz generated by your other traditional efforts.

4. DEFINE AND SET LOCATION-SPECIFIC GOALS
Take a step back to really determine what key performance indicators are most important to your brand. Once you’ve identified which metrics yield the most significance, consider how to best monitor and report upon them. Doing this will allow your brand to determine how your various search campaigns, by specific location, are performing. This analysis will also allow for future budget allocation adjustments leading to optimal ROI.

Curious to learn more? Check out our newly released King of Local Search infographic.

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