Optimising local campaigns and landing pages for more conversions
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The document discusses the importance of local advertising for big brands and outlines strategies for optimizing local PPC campaigns. Key aspects include local campaign structure, targeted ad copy, and dynamic local landing pages with local phone numbers. The document emphasizes that effectively localizing campaigns can significantly increase leads and lower cost-per-acquisition.
Optimising local campaigns and landing pages for more conversions
- 1. @WesleyparkerPPC OPTIMISING LOCAL CAMPAIGNS AND LANDING PAGES FOR CONVERSION
- 2. @WesleyparkerPPC • MD of Clicteq – a PPC agency • Learned PPC from selling phone cases online during a gap year • Moved from training to become a lawyer to running enterprise paid search campaigns • Columnist at SEL ABOUT ME
- 3. @WesleyparkerPPC WHY BIG BRANDS SHOULD ACT LOCALLY
- 4. @WesleyparkerPPC LOCAL ADS ARE FOR BIG BRANDS TOO Any company working in-person with customers should act locally: • Car garage chains • Home improvement companies • Training companies • Etc..
- 5. @WesleyparkerPPC BIG BRANDS ARE MISSING OUT: SEARCH FOR “DOUBLE GLAZING SHEFFIELD”
- 6. @WesleyparkerPPC WHAT IT SHOULD LOOK LIKE: SEARCH FOR “HOT TUBS LONDON”
- 7. @WesleyparkerPPC THE ROI OF ACTING LOCALLY Localising a national home improvement campaign 21% Increase in Leads 38% Decrease in CPA
- 8. @WesleyparkerPPC HOW TO CONVERT NATIONAL CAMPAIGNS TO LOCAL CAMPAIGNS
- 9. @WesleyparkerPPC 1. The right campaign structure 2. Local ad copy 3. Local keywords 4. Local landing pages 5. Local phone numbers 5 KEY ASPECTS OF LOCAL CAMPAIGNS
- 10. @WesleyparkerPPC TWO STRUCTURES FOR LOCALISING CAMPAIGNS Local Geo Campaigns Local Keyword Campaigns Targeted by location settings Targeted by keywords All keywords must contain locations. E.g. “Hot tub hire London”
- 11. @WesleyparkerPPC LOCAL GEO CAMPAIGN STRUCTURE Ad Group Keyword “Hot tubs” Ad Copy “Hot tubs London” Campaign Targeting: London
- 12. @WesleyparkerPPC LOCAL KEYWORD CAMPAIGN STRUCTURE Ad Group Keyword “London hot tubs” Ad Copy “Hot tubs London” Campaign Targeting: UK
- 14. @WesleyparkerPPC • Wikipedia has list of cities, counties, towns, villages and postcodes • Keywords + location • Hot tubs London • Hot tubs Nottingham • Hot tubs York FINDING LOCAL KEYWORDS
- 15. @WesleyparkerPPC • Hyphenated locations • E.g. Stratford-Upon-Avon • Filter by “-” in Excel and review these manually • Multi word locations • E.g. Newcastle Upon Tyne • Filter in Excel for keywords that contain a space ADVANCED LOCAL KEYWORD TIPS
- 16. @WesleyparkerPPC GOOGLE ADS SCRIPT - REMOVE LOCATION FROM LOCAL KEYWORDS **Available at SEL
- 19. @WesleyparkerPPC Add columns for location and location length to sort easily ADVANCED LOCAL AD COPY TIPS Campaign Keyword Location Len Headline 1 Local_(UK)_Search_BMM Hot tubs London London 6 Hot Tubs London Local_(UK)_Search_BMM Hot tubs York York 4 Hot Tubs York
- 20. @WesleyparkerPPC Headline 1 should = keyword Headline < 30 characters ADVANCED LOCAL AD COPY TIPS - HEADLINES Keyword Location Len Headline 1 Len Hot tub suppliers London London 6 Hot Tub Suppliers In London 27 Keyword Location Len Headline 1 Len Hot tub suppliers Stratford-Upon-Avon Stratford-Upon-Avon 19 Hot Tub Suppliers In Stratford 30 Headline > 30 characters
- 21. @WesleyparkerPPC Location < 15 characters ADVANCED LOCAL AD COPY TIPS - PATHS Location Len Path 1 Path 2 London 6 Hot Tubs London Location Len Path 1 Path 2 Stratford-Upon-Avon 19 Stratford Upon-Avon Location > 15 characters, but multiple components
- 22. @WesleyparkerPPC DYNAMIC LOCAL LANDING PAGES
- 23. @WesleyparkerPPC WHAT IS DYNAMIC TEXT INSERTION? Dynamically change text on a landing page by adding code Create thousands of location landing pages with just one page
- 25. @WesleyparkerPPC Compare Local Hot Tub Retailers <in location> And Save Up To 54% www.justspa.co.uk?utm_location=London DYNAMIC KEYWORD INSERTION
- 28. @WesleyparkerPPC WHAT ARE LOCAL NUMBERS? Local numbers start with an area code as opposed to an 0800 number E.g. all London phone numbers start with 020
- 29. @WesleyparkerPPC LOCAL NUMBERS VS 0800 NUMBERS City Conversion Rate 0800 Number Conversion Rate Local Number Oakland 8.8% 14.3% San Francisco 15.6% 34.4% San Jose 8.2% 26.2% Seattle 9.9% 17.3% Total Test 10.4% 21.9% ** Source: EngineReady
- 30. @WesleyparkerPPC ADD LOCAL NUMBERS TO CALL EXTENSIONS
- 31. @WesleyparkerPPC ADD LOCAL NUMBERS TO LANDING PAGES
- 32. @WesleyparkerPPC WHERE TO GET LOCAL NUMBERS
- 33. @WesleyparkerPPC Share these #SMXInsights on your social channels! “Local area code numbers are one of the easiest ways to boost call conversion rates. But virtually nobody uses them”
- 34. @WesleyparkerPPC SEE YOU AT THE NEXT SMX! THANK YOU!
Editor's Notes
- #12: Duplicate national campaigns
- #15: Maybe change this to a picture
- #16: Maybe change this to a picture
- #17: When you alrady have keywords you can pull them out using this scripts
- #20: This is important for sorting things - use excel and AdWords editor
- #21: Pad out the headline with terms such as “in” If shorter make sure you’ve got shorter templates too when they are long - sort them from high to low
- #22: Use if statement – is less than - if location length is less than 15 you should insert the location from the location column
- #32: Put a box around
- #33: Get Tracked dynamic local numbers + with offline tracking to your CRM systems