28 Jan '15, 3pm

3 Steps To Optimizing Local Paid Search

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.

Full article: http://searchengineland.com/3-steps-optimizing-local-paid...

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