I’ve found that once people have determined what their ideal campaign settings are for a particular client they usually go into set it and forget it mode. I’m going to go into detail about how we can use one specific section to get a little bit more out of our campaign settings.
Giving National Campaigns a Local Flavor
Normally when choosing to serve ads to the United States you’d simply pick the United States bundle under the Locations and Languages tab in the campaign settings. Instead, try manually choosing each state from the list one by one.
By listing the states manually, when someone searches for one of your keywords located in this campaign it will give them a local designation underneath the ad creative. Searching for copy machines in Massachusetts I would see the two ads below. The first ad is targeted to the United States, while the second ad is targeted to each state individually.
There are many products or services where individuals are more apt to seek a local business than a national chain:
- Professional Services (Finance, Legal, Banking, etc)
- Parts, Service, or Repair
- Other Services
Hopefully this a trick you’ll be able to utilize for some of your clients, and more importantly, a realization that there are a lot more ways we can utilize campaign settings than we may have first thought.