Whether online marketers are looking to localize their messaging or optimize their budget across best performing locations (or both combined), Google’s enhanced campaigns have made it possible to set location bid adjustments (LBAs) while still being able to target specific locations.
So what’s a good set-up for your program?
1. Determine An Efficient But Scalable Account Structure
In addition to any other considerations which may impact your paid search account structure such as breaking out branded vs. non-branded campaigns, or categorizing campaigns by product categories and/or user intent, search marketers should definitely put some thinking into how localized they want their paid search effort to be. More specifically, one can assess the following scenarios:
- Localized campaigns, no location bid modifiers: Stick to the old-fashioned way of having campaigns organized by geo, such as campaigns targeting each individual US state, as well as a couple of campaigns targeting the top cities. This typically makes sense if advertisers need to bid on localized keywords, serve localized ads, and/or redirect to localized landing pages. This type of account structure allows for the most granularity but there are a few major trade-offs: the amount of time it takes to build then maintain, as well as data dilution across all those locations, making it more difficult to make bid and budget decisions based of statistically significant data.
- Nationwide campaigns with location bid modifiers: for example, that would be one nation-wide campaign with 50 state-level bid modifiers. This makes sense if you don’t need localized keywords/ads/landing pages, and allows for improved efficiency across the board as the cost can be better allocated across locations – states in this case. Note that one can use multiple layers of location bid modifiers, from state to DMA to city to zip code levels and …read more