Local or Regional PPC
All PPC activity below a national market level is essentially local or regional. Google even refers to England, Scotland, Wales and Northern Ireland as regions.
Local PPC is suitable for both B2C and B2B PPC campaigns
- Your PPC campaigns can be organised and operated at district council, county or regional level e.g. Ashford, Kent or South-East England.
- You can use county, city or town based targeting e.g. London or Maidstone.
- Radius targeting – Pick a location, such as a town or post code, and operate your campaign within a certain radius of miles.
- Activity can be based on a cluster of post codes.
Local PPC campaign geography can be highly flexible. Upweight or down-weight PPC bids for certain locations. Focus activity into an area such as London inside the M25. Alternatively you could exclude a specific location entirely.
Local or regional PPC can be used as part of a roll-out or test marketing strategy. We have clients that have as many as campaigns operating in 10 different geographic locations. Each with different keywords, ads and bid levels. Local PPC management is an effective use of limited budgets. Rather than thinly spread a budget across the whole of the UK, you could have the benefit a heavyweight campaign restricted to a limited area.
Local PPC and SEO is particularly useful for targeting users of mobile devices. This is because about 50% of mobile-based searches have local content. Many using localised geographic terms or the “near me” suffix. These searches are particularly valuable as a higher proportion, compared to desktop-based searches lead to an actual sale, store visit or other conversion.