Alot of times when analyzing a customers Adwords account clients simply take out one of the most important factors of running a campaign through any of Google’s products and that is RELEVANCY. You have to keep in mind that Google is only a computer(Well its a really, really big and smart computer) and it is sorting data in a manner to deliver it’s end users the most relevant result for what they are searching for. Therefore the goal is to always base your data structure in a manner that will be the most relevant. What does that mean? Google is determining how well the AD relates to the keyword typed in and it’s relevance so, if your AD doesn’t specify City you may be less relevant for doing so. For instance, lets say your a heating repair company in North Carolina. More specifically you are only a heating repair company that only does business in the cities of Asheville and Arden, NC. Typically users will type in the town they reside in before or after their search query or if they are looking for services that are in a close proximity to their residence for convenience. EX. If I lived in Asheville, NC would I be looking for a company in Charlotte to help me? Of course, not. If I wanted an Asheville heating repair company I would probably type in “Asheville heating repair company” or “Heating Repair Asheville” So, would it make any sense to show one of my Arden, NC Ad’s to someone in Asheville? Of course it wouldn’t. DO NOT make the mistake of running the same ad over multiple cities by doing so your sacrificing relevancy which will lead to a lower quality score and cost you more per click. What’s is our goal in PPC? To achieve PPC happiness. You don’t achieve PPC happiness by paying more for clicks. This will drive up cost per leads, increase our cost per conversion and lower our ROI. All sign’s of PPC depression.
This sounds like a “no-brainer” but, as pointed out earlier Google depends heavily on what a landing page is saying in relation to what a end user is typing into the search engine. Therefore, when a keyword is typed into the search engine the AD that will be displayed must also have the keyword that is typed into the search engine. Furthermore, the landing page that is associated with that AD and Keyword should also have the associated keyword on it as well. When all three components, the keyword typed in, the AD and the landing page are aligned your are feeding into the “Relevency” factor of Google Pay per click Algorithm. When an advertiser is trying to get customers from a particular geographic area this needs to be represented on the web page to confirm where the good or services are as well. By creating landing pages for individual cities in which you are trying to get customers you are now taking a more granular approach to getting exactly the customer your looking for