How Local is Your Search Strategy? A Planning Guide for Paid Search Managers

Worksheet

Summary

While many brands and agencies believe they’re executing local paid search and display campaigns, most of them simply aren’t – and by failing to do so they’re inadvertently wasting marketing dollars. Many of these “semi-local” campaigns fail because they: rely on shared budgets, ignore the simple fact that locations span various time zones, and/or don’t employ location-specific creative and landing pages. These mistakes lead to under-optimized campaigns that fail to demonstrate performance at the local level.

What You'll Learn from this Worksheet

  • What Adwords structure increases overall effectiveness
  • Why individual locations need individual budgets that pace independently
  • How unique ad copy and display creative can be launched across hundreds of locations