Building National Ads for Local Needs

Google says that they are accurate in identifying only about 35% of “local” traffic. This means if you run ads to your local market there is a good chance that 65% of your target audience will never see your ads.

To combat this problem, create national AdWords ads and include local area keywords (such as city, county, or state) in your phrases. For national ads

Including your city and state in national ads will also reduce the likelihood of someone outside your area clicking your ad.

Creating a negative words list may sound like a daunting task, but having done this recently the list was surprisingly easy. My list excludes all but Alabama and AL looks like this (edited from the USPO):

-AK
-ALASKA
-AR
-ARIZONA
-ARKANSAS
-AZ
-CA
-CALIFORNIA
-CAROLINA
-CO
-COLORADO
-CONNECTICUT
-CT
-DAKOTA
-DE
-DELAWARE
-FL
-FLORIDA
-GA
-GEORGIA
-HAMPSHIRE
-HAWAII
-HI
-IA
-ID
-IDAHO
-IL
-ILLINOIS
-IN
-INDIANA
-IOWA
-JERSEY
-KANSAS
-KENTUCKY
-KS
-KY
-LA
-LOUISIANA
-MA
-MAINE
-MARYLAND
-MASSACHUSETTS
-MD
-ME
-MEXICO
-MI
-MICHIGAN
-MINNESOTA
-MISSISSIPPI
-MISSOURI
-MN
-MO
-MONTANA
-MS
-MT
-NC
-ND
-NE
-NEBRASKA
-NEVADA
-NH
-NJ
-NM
-NV
-NY
-OH
-OHIO
-OK
-OKLAHOMA
-OR
-OREGON
-PA
-PENNSYLVANIA
-RHODE
-RI
-SC
-SD
-TENNESSEE
-TEXAS
-TN
-TX
-UT
-UTAH
-VA
-VERMONT
-VIRGINIA
-VT
-WA
-WASHINGTON
-WI
-WISCONSIN
-WV
-WY
-WYOMING
-YORK

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