We often work with clients that are based in Kent that have a good level of local business but also operate outside of the county. In this post we’ll talk about how PPC has helped grow business outside of local.
Intro to local search
Google’s algorithm continues to adapt and change as the internet and economies continue to grow. In 2012, they launched Google+ Local and in 2014 rebranded to Google my business. The idea behind it was to make it easier for businesses to engage with customers at a local level. At the same time, it made it more difficult to engage at a national level. I’m sure in the coming months, we’ll have another post on local search. It’s certainly worth setting up!
So what can you do to get noticed nationally? PPC?
In short, the same thing you do to get noticed with anything on Google search results – PPC. We help target national search terms and always keep the scope as refined as possible. It’s easy to fall in the trap of targeting too broad a customer and spending too much on “general” search terms. We find the more focused the keyword, the better the results. It’s a big part of how we deliver the best value for our clients.
Why focused search terms?
The Google Adwords bidding system will always try and broaden the search results for the intended keywords. Initially you might think that’s a good thing. But often it’s showing your advert to a loosely linked customer. We do our best to avoid this and like aiming for quality not quantity.