PPC Techniques for Businesses with Multiple Locations
PPC can create a whole new set of difficulties that a company with a single location would not have to worry about if they were to run separate PPC ads for each location. You run the danger of overspending on PPC traffic and getting less-than-desirable outcomes if you disregard these issues in your PPC approach.
We at SimpSocial collaborate with a variety of vehicle dealership groups, many of whom have several locations adjacent to one another. Here are a few methods we frequently use to manage PPC for these multi-location companies.
Targeting by Coordinated Location
You should make every effort to avoid displaying a PPC ad in more than one place simultaneously on the search engine results page (SERP). When two different ads for the same company appear, but each one is for a different place, it signifies that those two locations are competing with one another on Google for a click. They are raising the cost of each click by bidding against each other, which will cut down on the number of clicks they can afford.
Determine which business location’s ads will control which cities/zip codes if you have many locations close to one another. This can be achieved by taking into account how close those cities or zip codes are to the business’s location and by examining the source of each location’s sales. PPC allows users to target specific geographic areas by zip code, city, county, region, state, or even by establishing a radius around an address. At SimpSocial, we favor targeting by zip code because it enables us to keep track of results for localized locations. Additionally, we use radius targeting as a “catch-all” strategy when Google is unable to determine a user’s zip code.
Create a single website for a shared used car inventory.
This one is special to auto dealerships, but it might also be relevant to some other sectors. A shared group site can help you avoid competing with yourself on the SERP for used vehicle search queries if you have many locations that share a used vehicle inventory.
You can run one PPC account to eliminate conflicting advertising across places and to expose all of your available inventory to a customer in one area, giving them more options to choose from, by creating a group site that contains the group’s used inventory.
Use location-specific advertising copy.
By including the location name in the ad copy and using location extensions to display your address in the ad, you can make it clear which place you are advertising for.
To manage PPC across all business locations, use a single PPC vendor.
By using a single PPC vendor, the PPC specialist(s) assigned to your account can ensure that the advertising for each location of your business has little to no overlap and that your own PPC efforts aren’t being wasted. By using the same vendor for all business locations, consistent reporting will be possible, resulting in more informative data that can be utilized to evaluate performance between locations. It can be challenging to compare the outcomes of one of your locations to those of another because each digital marketing firm utilizes a different reporting technology and may monitor results in a different way.
When you have many locations, developing a comprehensive PPC strategy can reduce costs and improve customer satisfaction by making it simpler for customers to locate you and the one that is closest to them.
Let’s talk if you have any questions or would like to know more about managing PPC for your multi-location firm.
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