Having the same settings applied across multiple PPC campaigns can cause them to compete against each other and drive up your CPCs. Luckily, with careful optimisation, you can prevent this from happening, even if you’re promoting the same products or services across multiple locations.
To do this, we have to address three factors:
- Keyword settings (including match types)
- Landing pages
- Targeting settings
Now, let’s assume you need to target
The exact same keyword across multiple gambling database locations so you can’t differentiate keywords beyond targeting location names. You don’t want to change keyword match types, either, because this will affect performance and there are only three match types anyway – so that’s of limited help.
Likewise, your landing pages are basically the same, except for the location names and the additional localised content you’ve added.
So how are you going to differentiate these campaigns and prevent them from competing against each other?
Well, the third and final option is to make sure the targeting settings are different in each campaign and you can do this for a multi-location strategy by applying targeting settings. Yes, you can target locations with your PPC ads but, more importantly, you can exclude specific locations to prevent campaigns from competing against each other, no matter how similar they are otherwise.
If this doesn’t solve all of your internal competition issues, take a look at our guide to managing PPC campaigns that compete against each other for more guidance.
#8: Win customers without a business premise
If your business doesn’t have a fixed location 5 proven tricks for lack of motivation you can face several challenges when building a multi-locational search presence. Whether you take the service to your customers (plumber, roofer, etc.) or you deliver them at other venues (events, catering, etc.), you face the same problem: optimising for locations where you have no business premise.
You can’t replicate the same type of local search presence as a company with physical business locations but you can take lessons from strategy #3 where we talked about building catchment areas with sub-location pages.
For example, one of our customers is a locksmith that covers quite a wide area. So we’ve created more than 2,000 location pages for its website for different locations. That might sound like an unmanageable workload but – just like in strategy #3 – we can automate much of this process.
Remember, duplicate content isn’t an issue for
Location pages, as long as the content singapore number on each page is relevant and accurate. So here’s a review of the process we used to produce 2,000 location pages for one customer:
- Keyword analysis: We analysed every target keyword for “locksmith [location]” and compare against competitors.
- Opportunities: This keyword analysis revealed 300 location keyword opportunities our customer was missing.
- Prioritisation: We analysed search volumes of all 300 keyword opportunities to determine which ones were worth optimising for.
- Page creation: With a total of 2,000 location pages to create, we automatically generated every page from a boilerplate template.
- Local keywords: Inserted location names and localised keywords where relevant.
- Business details: Added the relevant business details to each page, including the address, phone numbers, opening times, Google Maps embed, etc.
- Localised content: Added unique content about the specific business location and the local area – aiming for approx 30% unique local content.
- Postcode targeting: Aside from location names, we created location pages for key postcodes in London for searches like “locksmith SW1”.
- Inbound links: Earned inbound links for location pages with the same content strategy from strategy #6.
- Scale up: With a search presence established in key locations, we expanded the catchment area with sub-location pages, as in strategy #3.
By the time we reached stage 10 of the process above, we’d built a search presence across 2,000 locations for a business with no physical presence in those areas – and, now, we’re expanding into sub-locations.
By expanding the catchment area of each location, we start targeting more of those low-volume, high-intent opportunities that drive ROI. Crucially, most of the process above is automated – including most of the analysis and page creation – allowing us to build an entire network of local visibility in a relatively short space of time.
Need help with your multi location search marketing?
We have years of experience helping multi location businesses with their SEO and PPC. If you’d like to chat to our experts, contact us on 02392 830281 or submit your details below.