imagine somebody trying to run Internet campaigns in order to find your dream clients.
Unfortunately but you have some impediments :
- you have nobody to help
- only with a computer
- and with a limited budget
Be careful our guy isn't a huge SEO company affording to lose in order to learn.
This guy has only "one bullet" to pull it through.
Welcome to the life of th average internet marketing dude trying to figure out how to do
the best way his "ad-words campaign".
Lets take it Step By Step. The steps are the followings
a)Identify which locations to target (door one , door two)
b)Create mirror campaigns
c)Write creative that calls out the location
d)Review performance and Remove the "safety net"
a) Identify which locations to target (the first two doors)
- Door one:
lets suppose our internet marketing guy is superman flying around the world looking for the bad guys.
The only thing that separates our internet marketing fellow from superman is that he lacks super vision.
Thought the second best option could be :Google ad words (impressions and click volume)
This will give us a lead as to which markets to start from.If there are a lot of clicks for some terms
there should be some potential clients for us over there.
- Door two:
Behind door tho is the "conversion tracking" tool that reveals our top "paying"markets.
Since time is the most valuable resource after this step is done we should
choose best three to five markets and start there .
b) Create mirror campaigns (door three) for our DMA/locations
In door one a we took action by Google's projections as where to find the best potential
markets in term of volume of clicks.
In door two we chose the best paying markets where we had the best conversion as saw from Google analytics
- Door three :
we already know our top paying markets (as resulted from Google analytics)
and now we will focus on DMA/locations (Designated Marketing Areas).
The next step in order to double the effect will be to double the campaigns on these locations.
This can be done by mirroring the campaign.Creating an other campaign probably bidding a
little more aggressively these keywords.
c) Creative ads the call out the locations (name)
Imagine a rock concert where the singer steps on the stage and says "thank you ....and the city name"
and the crowd goes wild.
The same applies in paid search and that is exactly the reason why we do these mirror campaigns.
- Door four :
create a mirror campaign with the name of the locations you have selected as top paid.
If for example the client offers free shipping through out Greece its amazing the results when in
the mirror campaign ads for Athens "free shipping to Athens"
The great surprise is the how the CTR improves and CPC decreases.
d) Removing the safety Net
In any case scenario if these geo-targeted keywords fail to improve CTR their traffic will go back
to the national version of the keyword.
- Door five :
Unfortunately but you have some impediments :
- you have nobody to help
- only with a computer
- and with a limited budget
Be careful our guy isn't a huge SEO company affording to lose in order to learn.
This guy has only "one bullet" to pull it through.
Welcome to the life of th average internet marketing dude trying to figure out how to do
the best way his "ad-words campaign".
Lets take it Step By Step. The steps are the followings
a)Identify which locations to target (door one , door two)
b)Create mirror campaigns
c)Write creative that calls out the location
d)Review performance and Remove the "safety net"
a) Identify which locations to target (the first two doors)
- Door one:
lets suppose our internet marketing guy is superman flying around the world looking for the bad guys.
The only thing that separates our internet marketing fellow from superman is that he lacks super vision.
Thought the second best option could be :Google ad words (impressions and click volume)
This will give us a lead as to which markets to start from.If there are a lot of clicks for some terms
there should be some potential clients for us over there.
- Door two:
Behind door tho is the "conversion tracking" tool that reveals our top "paying"markets.
Since time is the most valuable resource after this step is done we should
choose best three to five markets and start there .
b) Create mirror campaigns (door three) for our DMA/locations
In door one a we took action by Google's projections as where to find the best potential
markets in term of volume of clicks.
In door two we chose the best paying markets where we had the best conversion as saw from Google analytics
- Door three :
we already know our top paying markets (as resulted from Google analytics)
and now we will focus on DMA/locations (Designated Marketing Areas).
The next step in order to double the effect will be to double the campaigns on these locations.
This can be done by mirroring the campaign.Creating an other campaign probably bidding a
little more aggressively these keywords.
c) Creative ads the call out the locations (name)
Imagine a rock concert where the singer steps on the stage and says "thank you ....and the city name"
and the crowd goes wild.
The same applies in paid search and that is exactly the reason why we do these mirror campaigns.
- Door four :
create a mirror campaign with the name of the locations you have selected as top paid.
If for example the client offers free shipping through out Greece its amazing the results when in
the mirror campaign ads for Athens "free shipping to Athens"
The great surprise is the how the CTR improves and CPC decreases.
d) Removing the safety Net
In any case scenario if these geo-targeted keywords fail to improve CTR their traffic will go back
to the national version of the keyword.
- Door five :
The good news although are that when we have determined which geo targeted campaigns
are successful then we can remove the safety net.
- exclude from the national campaign and exclude these markets to be sure that these searches are
always triggering the higher performing keywords with location specific creative.
The strategy wont improve the total impressions but it will improve the way you speak to the
audience which improve performance.
