Improve Your PPC Game with Postal Code Geotargeting
If you’re a company with multiple locations in a single city, you may have noticed that having more than one set of coordinates can make it tough to align your advertising efforts. From ad relevance to overlap, it’s common to struggle with how to manage your campaign so each location is highlighted.
The good news is that there’s a tried and true way to improve this by using postal code geotargeting. Below, we’ll tell you more about how it can help your business.
Conquer Performance Issues
Let’s say you have multiple brick and mortar locations for your business. You use paid search to market your product or service across your city, but you notice that certain postal codes are experiencing higher conversion and click-through rates, which is resulting in more customers at this location than in other areas.
The problem with this is that if you’re distributing your budget equally across all postal codes, you could be spending too much on low-performing locations.
Let’s say you discovery that most new customers live within two miles of each brick and mortar location. This new knowledge is key because you can use this small amount of information to adjust your bids, optimize each of your campaigns, and prioritize the top performers.
How to Adjust Bids
Once you’ve discovered which postal codes have higher click-through rates and conversions, your next step is to increase your bids. In addition, you’ll want to lower your bids for postal codes that are still important to target but did not perform as well.
Another way to optimize each campaign is to simply add the top performing postal codes to your keywords.
How to Know if it’s Working
There are several key areas you can look at to know if your postal code optimization is working. Ideally, you should see conversion and click-through rates rise. You should also see a decrease in the average cost per click and cost per conversion.
Before doing too much analyzing, make sure to give your PPC campaign enough time to benefit from the changes you’ve made. Checking in after around 3 months is a good starting point.
With these tips, you should be able to bid more accurately, deliver ads that are more relevant, and cut costs while upping conversions.
To learn about more ways to improve your PPC efforts, book a free consultation or call us at 1.888.533.4886.