Increase PPC Conversion Rates by Targeting High Volume Locations
November 24, 2009
If you have a PPC account that allows you to target across the Unites States, try adding geo-targeted campaigns for each of the 50 states to help increase your conversion and click-through rates. In most of my accounts I have inherited, there are several campaigns with very specific keywords that are targeted all across the US or one particular area.
A great way to help increase your CTR and conversion rates is to take your top performing keywords, and put them into new campaigns, targeting each state individually. When you write your ad text, be sure that state’s name is in your title and if possible in your description line. This will help increase your click through rates because even if people aren’t typing in a state or location specific keyword, tailoring your ad text to the users location still makes it a custom ad specific to that user.
In addition to tailoring your ad texts to that particular location, you can also customize your landing pages by using dynamic landing pages for a particular location. Now personally I think making 50 different landing pages with a state name in the title is a bit much. However you can create one landing page with dynamic titles that will change depending on the users search query.
I would try testing out a few of your top performing locations before making the big leap into creating 50 different campaigns targeting all 50 states. One place you can look is Google Analytics to find out which location is driving a majority of your traffic. Simply login to your Google Analytics account, under visitors to the left, click on ‘map overlay’. Scroll down below the map and you’ll see a list of countries, click on United States, and that will give you a breakdown of each state within the US. If you sort by visits, then you’ll get the state with the most visits first. You can see in the screen shot below, for my PPC account Indiana and Kentucky drives the majority of traffic to my website. Therefore I could create two new campaigns and landing pages targeting Indiana and Kentucky specifically to increase conversion rates.
Not only can you increase your conversion rates by taking users to a more specific landing page targeted to their location, but you can also increase your click-through rates with your new location targeted ad texts. By increasing your CTR’s you can easily increase your Quality Scores and decrease your cost-per-click without losing position. It’s a win-win situation.
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